Different Perspectives on Managing Corporate Communication

John Balmer and Edmund Gray: Corporate Identity and Corporate Communications In this article the authors articulate the strategic importance of corporate identity and corporate communications. They point out that effective corporate communications can ensure organizations a competitive advantage. Additionally, they highlight the relevance of ongoing environmental trends that have blurred the images of many companies and increased the need to reposition. In my opinion, an important contribution of this writing is its articulation of what …

…action, however, only highlights the distinction of in-group and out-group members and can neither profit employee nor organizational effectiveness. In addition, an extremely crucial point made by this chapter, in my opinion, is the importance of being able to be open to differences. I believe that it is a quality that not only helps in achieving positive outcomes in cross-cultural business interactions, as indicated by the article, but is important in everyday life as well.