Flexibility and Backlog: Cross-National Communication for Medium-Sized Companies (Flexibilitaet und Nachholbedarf: Laenderuebergreifende Kommunikation im Mittelstand)
STRATEGISCH KOMMUNIZIEREN UND FÜHREN. PROFIL UND QUALIFIZIERUNG FÜR EINE TRANSPARENTE UND INTERNATIONALE UNTERNEHMENSKOMMUNIKATION, Langen, C., Sievert, H. & Bell, D., eds., 2nd ed., pp. 137-144, Gütersloh: Verlag Bertelsmann Stiftung, 2007
8 Pages Posted: 23 Nov 2007 Last revised: 11 Aug 2009
Date Written: 2007
Globalisation concerns medium-sized businesses more and more. This poses a great challenge with respect to communication. Who communicates with whom, and in what language? Which methods of communication are efficient? How can local influences be taken into account, without straying from the overall business strategy? Too often, KMUs act reservedly or reactively, lacking the insight that strategic deployment of communication is necessary. Investigations show that there are examples where companies go in the right direction. This article focuses on international public relations for KMUs.
Note: In German language only.
Note: Downloadable document is in German.
Keywords: PR, globalisation, communication
JEL Classification: M10, M30
Suggested Citation: Suggested Citation