The organisation of external communication disciplines: an integrative framework of dimensions and determinants

Joep Cornelissen · Andrew R. Lock · Hanne Gardner

43 citations0/0 files storedInternational Journal of Advertising

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Marketing and Advertising Strategies Public Relations and Crisis Communication Corporate Identity and Reputation

Abstract

As the concept of ‘integration’ in corporate and marketing communications gains increasing prominence as a mechanism to align the various communication disciplines within organisations, renewed questions have arisen about the organisation and operation of external communications, and about the factors influencing or inhibiting the interaction and/or coordination between areas of communication. This article reviews prior conceptual and field research, and presents an integrative framework relating aspects of the management and organisation of external communications to an organisation's internal and external environmental conditions. In support of this view, this article offers both a conceptualisation of organisation-environment relationships and a set of literature-derived propositions to serve as a guide for further research.

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1990The Effect of a Market Orientation on Business Profitability 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1993Market Orientation: Antecedents and Consequences 1990The Effect of a Market Orientation on Business Profitability 1992Corporate Culture and Performance 1992The Changing Role of Marketing in the Corporation 1994Does Competitive Environment Moderate the Market Orientation-Performance Relationship?1998A Communication-Based Marketing Model for Managing Relationships

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2001The Organisation of External Communication Disciplines in UK Companies: A Conceptual and Empirical Analysis of Dimensions and Determinants 2004Interdependencies between Marketing and Public Relations Disciplines as Correlates of Communication Organisation

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