Corporate communication: identity, image and reputation

Abstract

Corporate communication represents an evolving area of study within the increasing puzzle of global growth in the 21st century. The theoretical history of public relations originated in North America and the UK pre the ubiquitous presents of technology and the internet. Since the 1950s numerous approaches and models of corporate communication have emerged. The focus of this study is to contribute to the development of a new theory of corporate constructs of identity, image and reputation, formulating competitive advantage with strategy formulation, within the framework of the new political economy – these economies do not operate in a vacuum and cannot; the economies of scale are directly interrelated as a global society.