The Communicating Company

Towards an Alternative Theory of Corporate Communication

  • Hartmut Hübner

Part of the Contributions to Management Science book series (MANAGEMENT SC.)

Table of contents

  1. Front Matter
    Pages I-XIII
  2. Theoretical context

  3. Analysis

  4. Integration of findings

    1. Front Matter
      Pages 223-223
    2. Pages 225-249
  5. Back Matter
    Pages 251-277

About this book


Corporate communication has developed as a domain of management, embracing fields like public relations and marketing communication. Most research on the topic has concentrated on positivist approaches, leading to a limited view. The purpose of this study is to review extant corporate communication theory from discourse and strategy-as-practice perspectives, expanding the picture by more ‘communicational’ aspects. An integrative framework of alternative corporate communication is proposed as a key contribution to corporate communication theory.

Following an ethnographic case study approach, an extensive pool of data was collected over a period of 15 months, representing corporate communication discourse at a major international conglomerate.

The author completed his PhD at the University of Salford, UK, after having worked in several management positions in the financial services industry, heading an international corporate communications team for several years.



Corporate Communication Corporate Identity Team communication marketing

Authors and affiliations

  • Hartmut Hübner
    • 1
  1. 1.MünchenGermany

Bibliographic information

  • DOI
  • Copyright Information Physica-Verlag Heidelberg 2007
  • Publisher Name Physica-Verlag HD
  • eBook Packages Business and Economics
  • Print ISBN 978-3-7908-1928-1
  • Online ISBN 978-3-7908-1929-8
  • Series Print ISSN 1431-1941
  • Buy this book on publisher's site