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Communication plan as organizational and relational process
Author/s: Alessandra Mazzei, Annamaria Esposito 
Year:  2012 Issue: Language: Italian 
Pages:  19 Pg. 95-113 FullText PDF:  759 KB
DOI:  10.3280/MC2012-001007
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Communication plan as organizational and relational process This article proposes a method to plan communication according to a relational approach that highlights the process and relational key factors. The analysis of the literature emphasizes the prevalence of a rational approach. This proposal was developed referring to the Action Workflow model of business process re-engineering, which interprets each process as an interaction and underlines the relational aspects. The article then discusses the case study of Henkel Italy, the exploratory phase of a research project aimed at understanding if companies adopts the relational approach or the rational one. In the conclusion it presents managerial implications and suggests future research areas.
Keywords: Planning, communication, relational process, case study.

Alessandra Mazzei, Annamaria Esposito, Communication plan as organizational and relational process in "MERCATI E COMPETITIVITÀ" 1/2012, pp. 95-113, DOI:10.3280/MC2012-001007


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