Valuta : 
The communication role in organizations has changed just as the nature of organizations has changed in response to the explosion of new communication technologies as well as global networks within organizations. Communication is more complex strategic and vital to the health of the organization than it used to be and it will become increasingly important in the information-driven economy. This book builds upon the authors' 2010 book Corporate Communication: Strategic Adaptation for Global Practice which focused on the role of the communicator. This volume examines analyzes and illustrates the practice of corporate communication as a critical business asset in a time of global change. It looks at the major communication needs in the lifecycle of organizations: M&A (mergers and acquisitions) structural change culture change innovation new leadership downsizing global expansion competition ethical decision-making political action and employee engagement. These are all significant value-creating and potentially value-destroying events in which corporate communication if used correctly functions as a critical and strategic business asset.