1,720,983 research outputs found
The Value of Centre for Employee Relations and Communication (CERC) for Research and Professional Advancement: Insights From the Pandemic Crisis and Beyond
No full textThe Centre for Employee Relations and Communication (CERC) operating at Universit & agrave; IULM in Italy represents an experience of academia-industry collaboration through a multi-company research group: the Working Group Employee Communication (WG_EC). The article depicts the efforts that the WG_EC has been putting into the specific research area of internal crisis communication over its 15 years of activity. Through a qualitative study involving 13 professionals that were partners of the WG_EC, it also sheds light on the value generated for company partners from the collaboration with the academic experts of CERC during the COVID-19 pandemic. The study also reflects upon the professional and research advancement boosted by the CERC and its WG_EC beyond that specific critical event, and to focus on issues that WG_EC professionals consider particularly relevant for the future
Brand building e governo dei comportamenti dei collaboratori nei contesti online: le social media policies interne
No full textI social media sono contesti che offrono nuove opportunità di brand management attraverso le interazioni tra collaboratori e clienti. Questo però comporta anche dei rischi etici, legali e di reputazione nel caso di comportamenti non adeguati da parte dei collaboratori. Per cogliere le opportunità ed evitare i rischi, le aziende stanno sperimentando varie strategie di governo. Tra queste rientra l’adozione di social media policies che contengono indicazioni per i collaboratori.
Questo paper propone due possibili modelli di social media policies: Enabling e Prescrittive. I due modelli sono stati sviluppati sulla base di un’analisi della letteratura e tenendo presenti in particolare gli aspetti di brand management. Essi sono stati anche la base per l’analisi qualitativa del contenuto di 25 social media policies adottate da aziende selezionate dall’elenco Fortune 500. La ricerca fornisce utili riflessioni per la formulazione di strategie di governo dei comportamenti dei collaboratori rilevanti per il brand management sui social media
Brand consistent behavior of employees on social media: the role of social media governance and policies
No full textEmployee behavior on social media is an opportunity for brand building as customers perceive it as highly authentic. But employees could spread inappropriate messages or breach rules. Companies increasingly adopt social media policies (SMP), providing employees with guidelines.
This paper proposes two models of SMP. Enabling SMP stimulate authentic employee brand consistent behavior to seize opportunities by means of balanced governance. Prescriptive SMP suggest or restrict employee behavior to prevent risks by means of managerial control.
A content analysis of 25 SMP reveals a homogeneous distribution. Companies should adopt social media governance, and integrate SMP with training, communication and human resource management, to sustain employee brand consistent behavior
La reputazione dello studio dentistico: analisi della clientela ed elementi di customer satisfaction
No full textIl capitolo si prefigge in primo luogo di inquadrare il processo di erogazione del servizio dello studio dentistico e di delineare come attraverso di esso venga alimentata ed evolva la relazione con il paziente, secondo diverse fasi di un ciclo di vita che genera soddisfazione, fiducia, lealtà e partnership. Il capitolo presenta in secondo luogo le caratteristiche dei beni fiducia, alla cui categoria possono essere ricondotte i servizi odontoiatrici. Approfondisce in terzo luogo le strategie di gestione della relazione tra medico e paziente. Presenta infine il concetto di reputazione: ne dà una definizione, ne delinea le funzioni e introduce un modello per la sua costruzione attraverso le leve dei comportamenti, dei segni e delle reti di relazioni. Tali leve sono declinate nel caso specifico dell’odontoiatria con il ricorso ai risultati di un’indagine svolta su un campione di odontoiatri privati italiani
La comunicazione d’impresa: un approccio multidisciplinare tra reputazione e relazioni organizzative
No full textIl capitolo si prefigge di inquadrare la comunicazione d’impresa, intesa nell’accezione molto ampia di “comunicazione business-related”: l’insieme dei processi e delle pratiche che, a prescindere dalla funzione aziendale che le governa e della disciplina accademica che le studia, trovano il loro alveo nelle organizzazioni. Il capitolo discute tre aspetti. In primo luogo contribuisce alla comprensione della comunicazione d’impresa secondo un approccio multidisciplinare che assume quattro discipline: il marketing, la comunicazione organizzativa, le relazioni pubbliche e la corporate communication. In secondo luogo approfondisce la reputazione aziendale: principali finalità della comunicazione d’impresa e asset immateriale generato dalla comunicazione d'impresa. Ne presenta una definizione, le sue funzioni e un modello per la sua costruzione attraverso le leve dei comportamenti, dei segni e delle reti di relazioni. In terzo luogo propone delle riflessioni sui processi di comunicazione che dall’interno dell’impresa ne determinano il funzionamento e il posizionamento nell’ambiente: le relazioni organizzative che coinvolgono tutti i membri dell’impresa, dai manager ai collaboratori. Alcune riflessioni conclusive indicano alcune linee di evoluzione futura rilevanti per la pratica gestionale, la ricerca e la didattica
Adattamento e standardizzazione nella comunicazione internazionale: una comparazione tra aziende globali, etnocentriche e policentriche
No full textThis study aims at understanding whether and to what extent companies operating internationally need some degree of adaptation of their communication activities. Companies competing at international level can adopt a global, an ethnocentric or a polycentric approach. Each of these approaches prelude to communication strategy standardization or adaptation. Polycentric companies are expected to adapt their communication activities according to the country where they are running their business, whereas global and ethnocentric companies are supposed to standardize their communication strategies. The research questions if also global and ethnocentric companies adapt their communications activities to some extent.
The analysis compares the communication activities of 37 international retailers with global, ethnocentric or polycentric approach. The comparison is based on the information available on the corporate and local websites which regards the companies’ corporate identity, media relations, marketing communications and corporate social responsibility initiatives.
The paper discusses two aspects. First, the relationship between the level of standardization or adaptation of communication activities and the global, ethnocentric or polycentric approach adopted by each company. Second, the influence of the level of internationalization, the home country, the industry, the dimension and the age of the companies on the adaptation/standardization strategies.
The analysis shows that even global and ethnocentric companies tends to adapt some aspects of their communication initiatives. Further it highlights that the industry and the country of origin influence the standardization/adaptation communication strategies.
The exploratory nature of this study cannot lead to definitive conclusions. However the tendency to adaptation makes it evident the need for communication professionals to develop their cultural mediating capabilities
Engagement dei collaboratori: l’impatto della pandemia COVID-19
No full textL'articolo esplora il tema dell'engagement dei collaboratori in situazioni di crisi, come quella della pandemia COVID-19. In particolare vengono esplorate le leve manageriali in grado di generare engagement e favorire comportamenti proattivi a beneficio dell'organizzazione nei collaboratori. L'articolo è basato su uno studio empirico che ha previsto una fase qualitativa e una fase quantitativa
Corporate communication and marketing: dynamics of specialization and coordination towards a holistic approach
No full textFrame of the research. Literature on corporate communication and marketing has studied the organizational models of business-related communication for a long time, considering corporate communication and marketing as the most relevant organizational functions competing to coordinate business-related communication.
Purpose of the paper. To explore multiple coordination strategies that can be applied in response to the increasing specialization of business-related communication.
Methodology. Qualitative interviews were conducted with 10 Chief Corporate Communication Officers (CCCOs) and 9 Chief Marketing and Communications Officers (CMCOs).
Results. Findings highlight differing perspectives between CCCOs and CMCOs, with an incomplete perception of one another, and at the same time that a high-level cooperation strengthens both functions. Both the Corporate Communication department and the Marketing & Communications department segment their areas of responsibility based on the groups of communication recipients and the required competencies.
Research limitations. The qualitative nature of the study does not allow to generalize results, and further research could be useful to include the perspective of Chief Marketing Officers.
Managerial implications. The study gives managers insights to enhance the coordination of business-related communication to increase the overall value produced for the organization.
Originality of the paper. The study has explored two organizational solutions aimed at fostering coordination: at a medium level of integration, with a department centralizing all corporate communication activities and coordinating with the separate marketing communication department; and at the maximum level of integration, with a single department managing all marketing and corporate communications
Employee communication for engaging workplaces
No full textPurpose Employee engagement is crucial for competitiveness. Managers should implement employee communication that contributes to shape inclusive employee relations, in order to create engaging workplaces. Approach Two field surveys were conducted to assess which are the most relevant leverages that contribute to create engaging (or disengaging) workplaces in Italy: the first one on a statistical sample of large companies, the second one on a snowball sample of employees. Findings Italian companies often miss the opportunity to create engaging workplaces and to exploit the potential of employee communication to foster employee engagement. Research implications Further research could focus on a survey on a sample of managers and employees belonging to the same company. Practical implications Companies should pursue an inclusive relational approach, using employee communication appropriately. Originality/value The study develops and tests a model showing the linkages among managerial approaches and engaging workplace contexts and examines the role of employee communication to foster employee engagement
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