Der folgende Beitrag ist ein Auszug aus meinem eBook „Internationale Unternehmenskommunikation – weltweit wirkungsvolle interne Kommunikation, Werbung und Public Relations (PR)“ Verlag: eBook bei ePubli Preis: 4,99 Euro Bestellung des Buches bei Amazon: Internationalisierung bezeichnet zunächst einmal die Geschäftstätigkeit über Landesgrenzen hinweg. Sie hat in den vergangenen Jahren enorm zugenommen: 53 Prozent der mittelständischen Unternehmen, [...]
Invitation as Special Guest Speaker Once again I was Special Guest Speaker in this year’s Open Innovations Forum in Moscow (Technopolis) from October 14-16. Very happy to participate in the Round Table „From profesional occupations to competenices: Human capital assets of the future.“ […]
Vom 9. bis 12. Oktober 2014 wird in Istanbul die II. International Communication Conference “The Digital Media and Social Inclusion” stattfinden. Organisator ist The Medialog Platform of the Journalists and Writers Foundation. PR: Gestaltung von Beziehungen Im Mittelpunkt der Public Relations (PR) stehen die Beziehungen eines Unternehmens zu seinen wichtigen [...]
Soeben ist das Buch „Marke und digitale Medien“ erschienen. Es diskutiert die Potenziale und Herausforderung der Markenführung im digitalen Raum. Mein Beitrag behandelt das Digital Brand Management. Ankündigungstext des Verlages: „Mit den neuen digitalen Medienangeboten, Übertragungswegen und Endgeräten entstehen neue Möglichkeiten der Kommunikation und Interaktion mit den Rezipienten. Neue digitale Medienangebote beeinflussen und verändern das [...]
Global relationship management (GRM) is the analysis, planning, creation and organization of global relationship management. Why is global relationship management so important when every country could shape its own local relationships as called for in the particular country? […]
When experts are asked what characterizes global management, they cite its enormous complexity, its high risk and its higher reconnaissance requirements (e.g. Czinkota, 2000; Ghauri & Cateora, 2014; Hollensen, 2014). National management is also labor intensive, full of risk and complex, however. Characteristics of global management What then characterizes global management that national management lacks? [...]
Marie-Laure Ryan stresses that every medium possesses a unique combination of features (Ryan 2004: 19). Digital technologies provide storytelling with a combination of four peculiarities – the Big Four: integration, accessibility, connectivity and interactivity (Herbst, 2004a). The two most important for Global Relationship Management are Connectivity and Interactivity. Connectivity Connectivity means that the building blocks [...]
The relationships between an organization and its publics represent a central concern for the research and practice of public relations: “Public Relations are the management of communication of an organization and its publics.” (Grunig & Hunt, 1984: 7). Ströh defines Public Relations as “the umbrella function that manages the communication between an organization and its [...]
The relationship between an organization and its public represents a central concern for the research and practice of public relations. The central research question is: How can digital media and technologies contribute to a company’s global relationship management? Stemming from the general question I have three more research-related questions: 1. How can social media communities [...]
Social Media world-wide: Many companies think that they can be reached globally with their Facebook account – “the web is global”. In fact, there are very different social media channels world-wide with different reach, users, cultures and languages. Example: Facebook has a very limited reach in China and India, two very fast growing markets. Social Media and [...]