Purpose: The purpose of this paper is to examine the role of managerial strategies in promoting employee brand consistent behavior. Using a recently developed holistic model of behavioral branding, that suggests that a wide array of managerial strategies affects the branding process, this study...

Purpose: This paper aims to explore the role of employee engagement for competitiveness. In particular, the role of employee communication to create engaging workplaces. Design/methodology/approach: Two field surveys were conducted to assess, which are the most relevant leverages that...

Purpose – The purpose of this paper is to propose a definition of internal communication based on intangible resources rather than organizational boundaries. Design/methodology/approach – The paper reviews the resource‐based theory of the company, the constructivist theory of communication...

Purpose – The purpose of this paper is to investigate the effectiveness of internal communication during a crisis by comparing how Italian companies communicated to employees during the 2008‐2009 global financial crisis and how employees interpreted these efforts. Design/methodology/approach...

Purpose – This paper aims to understand if, and how, internal communication strategies can promote strategic employee communicative actions such as to disseminate positive information that enhances the company's reputation. These communicative actions sustain the competitive advantage of a...

Purpose – The aim of this paper is to better understand the concept of communication in organizations through the comparison of definitions given by scholars from different business-related communication disciplines: marketing, public relations, organizational communication and corporate...

Questo studio indaga se e come la comunicazione interna incide sullo sviluppo dei capitali intellettuale e relazionale, risorse critiche per raggiungere posizioni competitive difendibili. In particolare esplora come i contesti delle comunità di pratica rappresentino condizioni comunicazionali...

<i> Il marketing relazionale e la comunicazione per la qualità e la visibilità dell’università </i> (di Alessandra Mazzei) - ABSTRACT: Le università sono stimolate nell’attuale contesto ad adottare nuovi modelli organizzativi per soddisfare al meglio le attese degli interlocutori interni ed...

Purpose – The purpose of this paper is to provide a suitable framework for managing diversity in organizations coping with social, communication, marketing, and organizational challenges. Design/methodology/approach – The issue of diversity is explored from the organizational, marketing, and...

Purpose – The purpose of this paper is to ascertain the most relevant quality factors and communication activities that are suitable as competitive levers in dentistry. Design/methodology/approach – The research is based on a model that highlights the reciprocal influence between patient...