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PR im „eisernen Käfig“? Der Beitrag des Neo-Institutionalismus für die PR- Forschung.

  • Swaran SandhuEmail author
Chapter

Zusammenfassung

Institutional theory is a success story in organizational studies, which is more and more acknowledged in organizational communication and public relations research. This renaissance of institutional thought alleviates the dominant rationalist paradigm of PR research most visible in its turn to and evolution towards communication management. An institutional perspective on PR provides a necessary counterweight to this rationalist paradigm.

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© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  1. 1.Hochschule der Medien in StuttgartstuttgartDeutschland

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