Corporate reputations in UK biotechnology: An analysis of on-line 'company profile' texts

Cãlin Gurãu, Yvonne McLaren

    Research output: Contribution to journalLiterature review

    9 Citations (Scopus)

    Abstract

    Internet technology is creating a new corporate communications framework, which is affecting communication channels, corporate audiences, message content and form, communication feedback and corporate personae. Confronted with a complex communications environment, which is characterized by many conflicting views and highly sensitive topics, biotechnology companies have to transmit a clear and powerful message to their target audiences. This study analyses the projection of corporate images in the 'company profile' texts published on-line by biotechnology firms in the UK.

    Original languageEnglish
    Pages (from-to)241-256
    Number of pages16
    JournalJournal of Marketing Communications
    Volume9
    Issue number4
    DOIs
    Publication statusPublished - Dec 2003

    Keywords

    • Biotechnology
    • Corporate reputation
    • On-line communication

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