First Tests of the Dashboard in Europe: An Empirical Contribution to the Global Navigation of International Corporate Communications

Abstract

Last year, the author of this paper presented his essay “From Back-Seat to Dashboard: The Global Navigation of International Corporate Communications”, showing that systematic understanding of international corporate communications (ICC) is not well developed and proposing a heuristic grid to aid the identification of cultural gaps which can lead to problems in international corporate communication. This paper develops that essay, using the heuristic analytical grid in order to present the very first result on the application of the ICC compass,using the example of different European countries.

Keywords: PR, Communications, International, Culture, Europe

JEL Classification: M14, M30