РОЛЬ ІННОВАЦІЙ У КОММУНІКАЦІЙНОМУ МЕНЕДЖМЕНТІ

Abstract

The article examines the impact on the behavior of businesses and enterprises of new forms of communication interaction through social networks: crowd practices (crowdsourcing and crowdfunding). They are not yet so well-known in Ukraine, but as forms of modern communications they are rapidly gaining popularity. Another modern trend in the development of communications – omnichannel – is described. As part of the Omni-channel concept (the era of multi-channel commerce), users communicate with the company, moving freely between online and offline channels that are fully integrated with each other. This allows you to maintain a personalized approach to the client and gather a reliable base of clients/buyers. One more important function of modern business communications should be noted – they become a means of managing meanings and carry a new semantic load on their own. Meanings form a system of vision of the world, individual phenomena and processes, business as a whole and individual organizations. Depending on it, there are different motivations for certain actions, different strategies, means of their implementation, results, etc. In order to manage meanings, one must know, understand and perceive them, and not statically, but in development. The problem of perception becomes one of the key for the management of meanings. And this is not only the perception by individual people (or stakeholders) of specific phenomena, situations, objects or processes, structures and relationships, results and assessments, but the meanings behind them. Therefore, much attention is paid in the article to the semantic load of business communications, which become a means of managing meanings. In particular, the concept of "coordinated management of meanings" (Coordinated Management of Meanings – CMM) is considered. This concept is used in the practice of management to resolve conflicts, manage relations within enterprises or organizations. All the listed trends are the most relevant even today, as they have an important impact on information exchange and changes in practical aspects of enterprise management, their competitiveness, etc. The conclusion that the future lies in integrated communications and communication technologies that develop and influence the development of management itself becomes quite obvious.