Developing corporate communications : insights from the Italian scenario

Palazzo, M; Foroudi, P; Kitchen, PJ; Siano, A

Abstract

Purpose - Based on managerial perceptions from large firms, this paper explores the emergence,
growth and importance of corporate communications and how it is evolving and creating competitive
advantage for Italian firms.
Design/methodology/approach - A qualitative approach is deployed, comprising depth interviews
with senior managers from Italian corporations from a broad spectrum of industries including:
energy, telecommunications, automotive, transport, retail chain, appliances, technology and
engineering, private shipping, government-owned holdings, marketing consultancy, and construction.
Findings - The paper offers insight into to corporate communications (corpcoms) practices in the
sampled companies. The research shows that corpcoms involves a complex range of activities
leading to performance - managed and implemented under CEO direction.
Practical implications - Corpcoms is perceived as a strategic concept with effective application
relative to managing corporate image and reputation. The findings offer insights for communication
professionals who deal with corpcoms, branding, and marketing communications.
Originality/value - Corpcoms can be viewed via the lens of social actors’ perspectives, i.e. via
practitioners – including brand managers and senior executives as they possess practical knowledge
of business practice in specific contextual business settings and have managerial ability and remit to
design, implement and evaluate integrated corporate communications.
Keywords - Corporate communications, integrated communications, communications consultants,
marketing communications

Citation

Palazzo, M., Foroudi, P., Kitchen, P., & Siano, A. (2020). Developing corporate communications : insights from the Italian scenario. Qualitative Market Research: An International Journal, 23(3), 407-426. https://doi.org/10.1108/QMR-12-2017-0185

• Journal Article Type: Article
• Acceptance Date: Jun 27, 2018
• Online Publication Date: Jan 20, 2020
• Publication Date: Jan 20, 2020
• Deposit Date: Oct 31, 2018
• Publicly Available Date: Mar 13, 2020
• Journal: Qualitative Market Research: An International Journal
• Print ISSN: 1352-2752
• Publisher: Emerald
• Volume: 23
• Issue: 3
• Pages: 407-426
• DOI: https://doi.org/10.1108/QMR-12-2017-0185
• Publisher URL: https://doi.org/10.1108/QMR-12-2017-0185
• Related Public URLs: https://www.emeraldinsight.com/journal/qmr