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 language | English |
|---|---|
| Pages (from-to) | 241-256 |
| Number of pages | 16 |
| Journal | Journal of Marketing Communications |
| Volume | 9 |
| Issue number | 4 |
| DOIs | |
| Publication status | Published - Dec 2003 |
Keywords
- Biotechnology
- Corporate reputation
- On-line communication