Management Theory and Studies for Rural Business and Infrastructure Development, Volume 13

Communications management in corporates of processing of agricultural products

Povilas Zakarevičius, Pranas Žukauskas, Andrius Pikčiūnas

Abstract

The subject of this paper is corporate communication management based on a theoretical
and empirical approach to the above problems and on the experience of major
Lithuanian companies processing the agricultural products in the field of corporate communication.
The main objectives of this study are both theoretical and practical. The theoretical
objective aims to create a holistic model for corporate identity, image and communications
management. This theoretical model should also enable to consider corporate
communication management as a distinct and multidisciplinary management discipline
taking into consideration strategic marketing and marketing communications, organizational
behavior, strategic management, human resource management, and public
relations. Next objective is to transform this theoretical model into practical custom-made
model taking into consideration the particularities of business, legal, social environment
that Lithuanian companies processing the agricultural products are facing each day.
The research is focused on implication of internal and external environment impact
on some Lithuanian companies processing the agricultural products in the fields of
corporate identity, image and communications management. Moreover, qualitative research
was made at four Lithuanian enterprises processing the agricultural products.
Having taken into consideration the current experience of communications management
we submit a new custom-made model for communications management. Our
corporate identity management model is based on Albert and Whetten criteria for corporate
identity, i.e. claimed central character, distinctiveness and temporal continuity of
corporate identity, the process of determination of major target groups and stakeholders
and their identification with the objectives of organization, evaluation of actual and target
identity and image, the strict separation of internal and external environment and target
groups, the creation of new and strong visual identity and graphic design. The models
consist of four major steps like retroactive audit, current situation analysis, evaluation of
short and long-term targets in communication area and, finally, the creation of corporate
identity program. The model also takes into consideration the strategic positioning of
company with regard to competitive environment and offers some operational tools to be
used in each step of its implementation.

Keyword(s): Corporate communications, Management, companies processing the agricultural products, Modeling of management processes


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Management Theory and Studies for Rural Business and Infrastructure Development eISSN 2345-0355

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