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Publication type: Bachelor thesis
Title: Strategic and internal communication with sub-focus on generations : a juxtaposition of Swiss business practice and international literature
Authors: Sticher, Robin Andreas
Advisors / Reviewers: Björck, Albena
DOI: 10.21256/zhaw-19095
Extent: 193
Issue Date: 2019
Publisher / Ed. Institution: ZHAW Zürcher Hochschule für Angewandte Wissenschaften
Publisher / Ed. Institution: Winterthur
Language: English
Subject (DDC): 658.45: Corporate communications
Abstract: The significance of effective strategic and internal communication and their multipliers of meaningful relationships and productive work climates within organizations, and ultimately overall organizational success, are omnipresent in the international literature. Contemporaneously, the ongoing demographic shift challenges internal communication departments to assess the implications of generation management on their discipline. Despite all the concurrent theoretical intelligence compiled in the literature, there is little research conducted on the actual implementation in business. It could be identified that the fundamental organizational strategy predominantly guides strategic and internal communication. This strategy is found to be not merely confined to internal communication professionals, but spreads over all hierarchical and functional levels in the organizational structure. The entire workforce in daily interaction shapes reality through both horizontal and vertical communication under the ultimate directive to enable the company to fulfill its fundamental mission. Beyond that, it became clear that normative theoretical communication concepts often fail at practical implementation because they consume to many resources, are too complex to realize, or are simply not practical, all of which hold true for segmenting after generations in internal communication on a strategic level.
License (according to publishing contract): CC BY-NC-ND 4.0: Attribution - Non commercial - No derivatives 4.0 International
Departement: School of Management and Law
Appears in collections:BSc International Management

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