Hartmut Hübner 
The Communicating Company 
Towards an Alternative Theory of Corporate Communication

Corporate communication has developed as a domain of management, embracing fields like public relations and marketing communication. Most research on the topic has concentrated on positivist approaches, leading to a limited view. The purpose of this study is to review extant corporate communication theory from discourse and strategy-as-practice perspectives, expanding the picture by more ‘communicational’ aspects. An integrative framework of alternative corporate communication is proposed as a key contribution to corporate communication theory.

Following an ethnographic case study approach, an extensive pool of data was collected over a period of 15 months, representing corporate communication discourse at a major international conglomerate.

The author completed his Ph D at the University of Salford, UK, after having worked in several management positions in the financial services industry, heading an international corporate communications team for several years.

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