[Autom. eng. transl.] The phenomenon of globalization is increasingly affecting the competitive and social dynamics of businesses. Within the company, communication takes on a strategic role in a context that becomes global, as it acts as a link between the company and its multiple stakeholders located in supranational contexts and characterized by heterogeneous cultural bases. Communication must therefore be distinguished by the use of universal languages, content and media, capable of being accepted and understood by audiences worldwide. At the same time, it must be able to develop those adaptations that make it adhering to the specificities of the local contexts to which it is applied in order not to be distant, cold and "pre-packaged". This is a challenge that can be successfully met through the rational use and balancing of both global and standardized forms of communication, both local and linked to the territorial context in which they are implemented. The text analyzes three forms of communication that are of particular relevance in the company's strategy for their ability to reach large audiences on a global scale or to target audiences in the local area: intercultural communication and its effects on international advertising, Network communication and the creation and management of events.
|Translated title of the contribution||[Autom. eng. transl.] Corporate communication between the global context and local development|
|Number of pages||216|
|Publication status||Published - 2006|
- comunicazione interculturale
- comunicazione internazionale
- comunicazione online