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Anspruchsgruppenorientierte Kommunikation pp 211–231Cite as

A constructivist approach to communication and projection

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Abstract

In connection with a study on relationships between food producers and retail chains a New theory on communication and projection was developed. To position the New theory the paper first gives a short presentation of the traditional communication theory. Then there is a short presentation of the paradigm including the research strategy used for the development of the New theory. Following that you will find a section concerning the conceptual framework used for the analysis of the companies. This section is followed by a discussion of the main results and the new communication and projection theory. The paper ends with a short discussion of implications for management.

This research was supported by Norma and Frode S. Jacobsen’s Foundation.

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  1. Universität Aarhus, Denmark

    Hans Skytte

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    Skytte, H. (2008). A constructivist approach to communication and projection. In: Siems, F.U., Brandstätter, M., Gölzner, H. (eds) Anspruchsgruppenorientierte Kommunikation. VS Verlag für Sozialwissenschaften. https://doi.org/10.1007/978-3-531-91204-2_13

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    • DOI: https://doi.org/10.1007/978-3-531-91204-2_13

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