Corporate Communication: Stakeholders, Identity & Reputation
Corporate communication helps organizations to cultivate and protect their reputation, by engaging with internal and external stakeholders, and by nurturing and communicating the organizations’ purpose and identity.
At IMCA we look at how organizations communicate with stakeholders in the area of CSR, and in what way stakeholders have an impact on the identity of an organization. We are interested in new forms of stakeholder segmentation, looking at the role of ethnocentricity or at how stakeholders influence each other.
We work on topics such as organizational identity construction and change; how identity and identification interact with strategic communication processes; the relationship between identity and reputation. We also conduct research on collective identity construction in regional clusters and cities, with a specific interest in how materiality interacts with identity discourse.
Image and Reputation
Corporate communication influences an organization’s image and reputation. At IMCA we focus our research on trying to understand what are the factors that make reputation resistant to change.