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Erschienen in:
2008 | OriginalPaper | Buchkapitel
A constructivist approach to communication and projection
verfasst von : Hans Skytte
Erschienen in: Anspruchsgruppenorientierte Kommunikation
Verlag: VS Verlag für Sozialwissenschaften
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In connection with a study on relationships between food producers and retail chains a New theory on communication and projection was developed. To position the New theory the paper first gives a short presentation of the traditional communication theory. Then there is a short presentation of the paradigm including the research strategy used for the development of the New theory. Following that you will find a section concerning the conceptual framework used for the analysis of the companies. This section is followed by a discussion of the main results and the new communication and projection theory. The paper ends with a short discussion of implications for management.