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2024 | OriginalPaper | Buchkapitel

20. Organizational Communication: How to Engage Internal Communication in a B2B Case Study

verfasst von : Helena Madeira, Amélia Brandão, Jorge Remondes

Erschienen in: Marketing and Smart Technologies

Verlag: Springer Nature Singapore

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Abstract

Organizations need to evaluate and improve internal communication process to keep and leverage employee engagement. This investigation aims to understand the internal communication effectiveness in a B2B context. A qualitative approach was adopted, with semi-structured interviews targeting employees from different countries of an automotive B2B multinational company. The results enhance the consensus of the importance of internal communication to create employee brand engagement. Moreover, this research highlights how does employee engagement is related with employee branding. So, a conceptual organizational communication funnel framework model was developed. The focus was on (1) employee communication needs, (2) data-driven information, (3) transparent information to employees, and (4) new channel to improve employee engagement. Thus, concrete actions were suggested for managers to improve the communication effectiveness in an integrated and blended solutions. This paper is relevant for academia since it expands the knowledge on internal communication in the complex B2B market.

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Titel: Organizational Communication: How to Engage Internal Communication in a B2B Case Study
verfasst von: Helena Madeira
Amélia Brandão
Jorge Remondes
Verlag: Springer Nature Singapore
Buch: Marketing and Smart Technologies
Print ISBN: 978-981-9903-32-0

Electronic ISBN: 978-981-9903-33-7

Copyright-Jahr: 2024
DOI: https://doi.org/10.1007/978-981-99-0333-7_20

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