A Case on Communication Management

Abstract

When Bissantz & Company GmbH, a small software-producing company, experienced a rapid growth in 1997, the need for a strategic concept for communication activities with external partners arose. By that time a research project at the university of Erlangen-Nuremberg, that dealt with structures and strategies of external business communication, had reached a point, where strategic concepts for corporate communication had been developed. Bissantz & Company GmbH and the project team of the university decided to co-operate in a case in order to transfer the theoretical results to a practical situation. The whole concept of corporate communication, that includes, e.g., the definition of communication goals and strategies for all communication forms, proposals for the contents of messages and media selection, was applied to the company. As a result Bissantz & Company GmbH gained valuable insights into its communication processes. The strategic orientation of communication with all stakeholders is still visible and now the basis of e.g., the structure and contents of the companys Web site. A proposal for the use of innovative media for customer care and customer consultation was accepted and initiated the implementation of a database-supported system for all communication activities, especially those with customers.