A conceptual model for integrating communication and corporate culture
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Date
2008
Authors
Mulder, Dalmé
Journal Title
Journal ISSN
Volume Title
Publisher
Department of Communication Science, Unierstity of the Free State
Abstract
South Africa has a somewhat unique environment within which businesses have to
function. The fact that South Africa has eleven official languages and a mosaic of
cultures are only some of the factors that contribute towards the complexity of the South
African organisational environment. Cultural awareness is vital for effective
communication, because different cultures communicate in different ways. While the
universal objectives of marketing communication are to inform and more specifically to
persuade, the way in which ethnic groups come in contact with information and are
persuaded to act on information, varies widely. This article addresses the abovementioned
issues, but its overall aim is to provide a conceptual model for integrating
communication and corporate culture in order to enhance an organisation's efficacy in
multicultural societies. The Mitroff model for problem solving in systems thinking is
used as a guideline.
Description
Keywords
Integrating communication, Corporate culture, Multicultural societies, Mitroff model
Citation
Mulder, D. (2008). A conceptual model for integrating communication and corporate culture. Communitas, 13(1), 117-189.