System of modern business communication as a subject of research
DOI:
https://doi.org/10.26661/2522-1566/2025-3/33-04Keywords:
business communication, business communication system, communication strategy, efficient organizational performanceAbstract
The purpose of this study is a comprehensive analysis of business communication as an integrated system, identifying the key stages in the evolution of its strategies, as well as analyzing modern challenges caused by digital, social and institutional transformations in order to determine the directions for further development of effective communication practices in the business environment.
Research objectives are: to reveal the theoretical foundations of business communication as a systemic phenomenon, to identify its structural elements and principles of operation; to analyze the stages of evolution of business communication strategies in the context of historical, technological and social changes.; to characterize the modern challenges that organizations face when building effective communication systems (including digitalization, information overload, audience fragmentation, growing importance of reputational capital etc.).
The comprehensive and systemic approaches allows to deeply investigate modern business communication as a system, with particular attention to strategy development and emerging challenges.
The main attention is paid to the analysis of the evolution of business communication strategies, the transformation of tools and the problems of the communication process in organizations operating in an information-saturated environment.
The results can be useful for specialists in corporate communications, PR and strategic management in developing and adapting communication strategies taking into account new challenges ‒ digitalization, audience fragmentation, the growing importance of reputational capital and crisis preparedness.
JEL Classification: L 14, D83, M1, M 12, B4
References
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Cornelissen, J. (2017). Preserving Theoretical Divergence in Management Research: Why the Explanatory Potential of Qualitative Research Should Be Harnessed Rather than Suppressed. Journal of Management Studies, 54 (3), 368-383, available at: https://doi.org/10.1111/joms.12210
Derks, D., & Bakker, A. B. (Eds.). (2013). The psychology of digital media at work. Psychology Press, available at: https://doi.org/10.4324/9780203074145
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Dowling, G. (2001). Creating Corporate Reputations: Identity, Image, and Performance. Oxford University Press, ISBN: 19‐924163‐5, available at: https://doi.org/10.1093/oso/9780199241637.001.0001.
Globočnik Žunac, A., Kocijan, S., & Martinčević, I. (2022). Impact of Modern Communication Channels on Business Processes. ENTRENOVA - ENTerprise REsearch InNOVAtion, 7(1), 44 – 51, available at: https://doi.org/10.54820/RJFK3212
Grunig, J.E., & Hunt, T. (1984). Managing Public Relations. New York: Rinehart and Winston, available at: https://www.researchgate.net/profile/James-Grunig/publication/322802009_Managing_Public_Relations/links/5a70b327a6fdcc33d
aa9dfad/Managing-Public-Relations.pdf
Gudykunst, W. B. (2004). Bridging differences: Effective intergroup communication (4th ed.). Sage Publications, Inc. available at: http://dx.doi.org/10.1002/9781118339893.wbeccp256
Heath, Ch., & Heath, D. (2010). How to Change Things When Change Is Hard. Random House of Canada, Limited, available at: https://ia601501.us.archive.org/35/items/Heath2010SwitchHowToChangeThingsWhen
ChangeIsHard/%5BHeath%2C%202010%5D%20Switch%20-%20How%20to%20Change%20Things%20When%20Change%20is%20Hard.pdf
Kitchen, Ph. J., & Burgmann, I. (2015). Integrated marketing communication: Making it work at a strategic level. Journal of Business Strategy 36(4), 34 ‒ 39.
Kotarba, M. (2018). Digital Transformation of Business Models. Foundations of Management, 10 (1), 123 ‒ 142.
McShane, S., & Von Glinow, M. (2024). Organizational Behavior (6th ed.). New York : McGraw Hill Education.
Men, L.R., & Tsai, W. (2018). Social presence and digital dialogic communication: engagement lessons from top social CEOs. Journal of Public Relations Research, 30(2), 1-17. doi: 10.1080/1062726X.2018.1498341
Nikolić, J. L. The impact of digital technologies and tools on business communication in contemporary business environment (2024). Economy & Market Communication Review/Casopis za Ekonomiju i Trzisne Komunikacije. 14 (1), available at: https://pdfs.semanticscholar.org/ab93/888117861af516a5b6997c31d1b1671dffef.pdf
Omorede, A. (2022). Business in the digital age: Digital innovation outcome, exit and the founder’s start-up experience role. Journal of the International Council for Small Business, 4(1), 68 ‒ 78. Retrieved from https://doi.org/10.1080/26437015.2022.2125355
Opitz, I., & Hinner, M.B. (2003). Good internal communication increases productivity. Freiberger Arbeitspapiere, No. 2003/07, Technische Universität Bergakademie Freiberg, Fakultät für Wirtschaftswissenschaften, available at: https://www.econstor.eu/bitstream/10419/48382/1/369161947.pdf
Shannon, C. E., & Weaver W. (1964). The Mathematical Theory of Communication. Urbana: The University of Illinois Press, available at: https://pure.mpg.de/rest/items/item_2383164_3/component/file_2383163/content
Smidts, A., Pruyn, A., & Rie, C. (2001). The impact of employee communication and perceived external prestige on organizational identification. Academy of Management journal 44.5 (2001), 1051–1062.
СПИСОК ВИКОРИСТАНИХ ДЖЕРЕЛ
1. Cornelissen J. Preserving Theoretical Divergence in Management Research: Why the Explanatory Potential of Qualitative Research Should Be Harnessed Rather than Suppressed. Journal of Management Studies. 2017. Vol. 54, No. 3. P. 368–383. DOI: https://doi.org/10.1111/joms.12210.
2. Derks D., Bakker A. B. (Eds.). The Psychology of Digital Media at Work. Psychology Press, 2013. DOI: https://doi.org/10.4324/9780203074145.
3. Dowling G. Managing Your Corporate Images. Industrial Marketing Management. 1986. Vol. 15. P. 109–115. URL: https://www.sciencedirect.com/science/article/abs/pii/0019850186900519?via%3Dihub (дата звернення: 13.06.2025).
4. Dowling G. Creating Corporate Reputations: Identity, Image, and Performance. Oxford : Oxford University Press, 2001. DOI: https://doi.org/10.1093/oso/9780199241637.001.0001.
5. Globočnik Žunac A., Kocijan S., Martinčević I. Impact of Modern Communication Channels on Business Processes. ENTRENOVA - ENTerprise REsearch InNOVAtion. 2022. Vol. 7, No. 1. P. 44–51. DOI: https://doi.org/10.54820/RJFK3212.
6. Grunig J. E., Hunt T. Managing Public Relations. New York : Rinehart and Winston, 1984. URL: https://www.researchgate.net/publication/322802009_Managing_Public_Relations (дата звернення: 13.06.2025).
7. Gudykunst W. B. Bridging Differences: Effective Intergroup Communication. 4th ed. Thousand Oaks, CA : Sage Publications, Inc., 2004. DOI: http://dx.doi.org/10.1002/9781118339893.wbeccp256.
8. Heath Ch., Heath D. How to Change Things When Change Is Hard. Toronto : Random House of Canada, Limited, 2010. URL: https://ia601501.us.archive.org/35/items/Heath2010SwitchHowToChangeThingsWhen
ChangeIsHard/%5BHeath%2C%202010%5D%20Switch%20-%20How%20to%20Change%20Things%20When%20Change%20is%20Hard.pdf (дата звернення: 13.06.2025).
9. Kitchen Ph. J., Burgmann I. Integrated Marketing Communication: Making It Work at a Strategic Level. Journal of Business Strategy. 2015. Vol. 36, No. 4. P. 34–39.
10. Kotarba M. Digital Transformation of Business Models. Foundations of Management. 2018. Vol. 10, No. 1. P. 123–142.
11. McShane S., Von Glinow M. Organizational Behavior. 6th ed. New York : McGraw Hill Education, 2024.
12. Men L. R., Tsai W. Social Presence and Digital Dialogic Communication: Engagement Lessons from Top Social CEOs. Journal of Public Relations Research. 2018. Vol. 30, No. 2. P. 1–17. DOI: https://doi.org/10.1080/1062726X.2018.1498341.
13. Nikolić J. L. The Impact of Digital Technologies and Tools on Business Communication in Contemporary Business Environment. Economy & Market Communication Review / Casopis za Ekonomiju i Trzisne Komunikacije. 2024. Vol. 14, No. 1. URL: https://pdfs.semanticscholar.org/ab93/888117861af516a5b6997c31d1b1671dffef.pdf (дата звернення: 13.06.2025).
14. Omorede A. Business in the Digital Age: Digital Innovation Outcome, Exit and the Founder’s Start-up Experience Role. Journal of the International Council for Small Business. 2022. Vol. 4, No. 1. P. 68–78. DOI: https://doi.org/10.1080/26437015.2022.2125355.
15. Opitz I., Hinner M. B. Good Internal Communication Increases Productivity. Freiberger Arbeitspapiere. No. 2003/07. Technische Universität Bergakademie Freiberg, Fakultät für Wirtschaftswissenschaften, 2003. URL: https://www.econstor.eu/bitstream/10419/48382/1/369161947.pdf (дата звернення: 13.06.2025).
16. Shannon C. E., Weaver W. The Mathematical Theory of Communication. Urbana : The University of Illinois Press, 1964. URL: https://pure.mpg.de/rest/items/item_2383164_3/component/file_2383163/content (дата звернення: 13.06.2025).
17. Smidts A., Pruyn A., Rie C. The Impact of Employee Communication and Perceived External Prestige on Organizational Identification. Academy of Management Journal. 2001. Vol. 44, No. 5. P. 1051–1062.
Cornelissen, J. (2017). Preserving Theoretical Divergence in Management Research: Why the Explanatory Potential of Qualitative Research Should Be Harnessed Rather than Suppressed. Journal of Management Studies, 54 (3), 368-383, available at: https://doi.org/10.1111/joms.12210
Derks, D., & Bakker, A. B. (Eds.). (2013). The psychology of digital media at work. Psychology Press, available at: https://doi.org/10.4324/9780203074145
Dowling, G. (1986). Managing your corporate images. Industrial Marketing Management, 15, 109-115, available at: https://www.sciencedirect.com/science/article/abs/pii/0019850186900519?via%3Dihub
Dowling, G. (2001). Creating Corporate Reputations: Identity, Image, and Performance. Oxford University Press, ISBN: 19‐924163‐5, available at: https://doi.org/10.1093/oso/9780199241637.001.0001.
Globočnik Žunac, A., Kocijan, S., & Martinčević, I. (2022). Impact of Modern Communication Channels on Business Processes. ENTRENOVA - ENTerprise REsearch InNOVAtion, 7(1), 44 – 51, available at: https://doi.org/10.54820/RJFK3212
Grunig, J.E., & Hunt, T. (1984). Managing Public Relations. New York: Rinehart and Winston, available at: https://www.researchgate.net/profile/James-Grunig/publication/322802009_Managing_Public_Relations/links/5a70b327a6fdcc33d
aa9dfad/Managing-Public-Relations.pdf
Gudykunst, W. B. (2004). Bridging differences: Effective intergroup communication (4th ed.). Sage Publications, Inc. available at: http://dx.doi.org/10.1002/9781118339893.wbeccp256
Heath, Ch., & Heath, D. (2010). How to Change Things When Change Is Hard. Random House of Canada, Limited, available at: https://ia601501.us.archive.org/35/items/Heath2010SwitchHowToChangeThingsWhen
ChangeIsHard/%5BHeath%2C%202010%5D%20Switch%20-%20How%20to%20Change%20Things%20When%20Change%20is%20Hard.pdf
Kitchen, Ph. J., & Burgmann, I. (2015). Integrated marketing communication: Making it work at a strategic level. Journal of Business Strategy 36(4), 34 ‒ 39.
Kotarba, M. (2018). Digital Transformation of Business Models. Foundations of Management, 10 (1), 123 ‒ 142.
McShane, S., & Von Glinow, M. (2024). Organizational Behavior (6th ed.). New York : McGraw Hill Education.
Men, L.R., & Tsai, W. (2018). Social presence and digital dialogic communication: engagement lessons from top social CEOs. Journal of Public Relations Research, 30(2), 1-17. doi: 10.1080/1062726X.2018.1498341
Nikolić, J. L. The impact of digital technologies and tools on business communication in contemporary business environment (2024). Economy & Market Communication Review/Casopis za Ekonomiju i Trzisne Komunikacije. 14 (1), available at: https://pdfs.semanticscholar.org/ab93/888117861af516a5b6997c31d1b1671dffef.pdf
Omorede, A. (2022). Business in the digital age: Digital innovation outcome, exit and the founder’s start-up experience role. Journal of the International Council for Small Business, 4(1), 68 ‒ 78. Retrieved from https://doi.org/10.1080/26437015.2022.2125355
Opitz, I., & Hinner, M.B. (2003). Good internal communication increases productivity. Freiberger Arbeitspapiere, No. 2003/07, Technische Universität Bergakademie Freiberg, Fakultät für Wirtschaftswissenschaften, available at: https://www.econstor.eu/bitstream/10419/48382/1/369161947.pdf
Shannon, C. E., & Weaver W. (1964). The Mathematical Theory of Communication. Urbana: The University of Illinois Press, available at: https://pure.mpg.de/rest/items/item_2383164_3/component/file_2383163/content
Smidts, A., Pruyn, A., & Rie, C. (2001). The impact of employee communication and perceived external prestige on organizational identification. Academy of Management journal 44.5 (2001), 1051–1062.
СПИСОК ВИКОРИСТАНИХ ДЖЕРЕЛ
1. Cornelissen J. Preserving Theoretical Divergence in Management Research: Why the Explanatory Potential of Qualitative Research Should Be Harnessed Rather than Suppressed. Journal of Management Studies. 2017. Vol. 54, No. 3. P. 368–383. DOI: https://doi.org/10.1111/joms.12210.
2. Derks D., Bakker A. B. (Eds.). The Psychology of Digital Media at Work. Psychology Press, 2013. DOI: https://doi.org/10.4324/9780203074145.
3. Dowling G. Managing Your Corporate Images. Industrial Marketing Management. 1986. Vol. 15. P. 109–115. URL: https://www.sciencedirect.com/science/article/abs/pii/0019850186900519?via%3Dihub (дата звернення: 13.06.2025).
4. Dowling G. Creating Corporate Reputations: Identity, Image, and Performance. Oxford : Oxford University Press, 2001. DOI: https://doi.org/10.1093/oso/9780199241637.001.0001.
5. Globočnik Žunac A., Kocijan S., Martinčević I. Impact of Modern Communication Channels on Business Processes. ENTRENOVA - ENTerprise REsearch InNOVAtion. 2022. Vol. 7, No. 1. P. 44–51. DOI: https://doi.org/10.54820/RJFK3212.
6. Grunig J. E., Hunt T. Managing Public Relations. New York : Rinehart and Winston, 1984. URL: https://www.researchgate.net/publication/322802009_Managing_Public_Relations (дата звернення: 13.06.2025).
7. Gudykunst W. B. Bridging Differences: Effective Intergroup Communication. 4th ed. Thousand Oaks, CA : Sage Publications, Inc., 2004. DOI: http://dx.doi.org/10.1002/9781118339893.wbeccp256.
8. Heath Ch., Heath D. How to Change Things When Change Is Hard. Toronto : Random House of Canada, Limited, 2010. URL: https://ia601501.us.archive.org/35/items/Heath2010SwitchHowToChangeThingsWhen
ChangeIsHard/%5BHeath%2C%202010%5D%20Switch%20-%20How%20to%20Change%20Things%20When%20Change%20is%20Hard.pdf (дата звернення: 13.06.2025).
9. Kitchen Ph. J., Burgmann I. Integrated Marketing Communication: Making It Work at a Strategic Level. Journal of Business Strategy. 2015. Vol. 36, No. 4. P. 34–39.
10. Kotarba M. Digital Transformation of Business Models. Foundations of Management. 2018. Vol. 10, No. 1. P. 123–142.
11. McShane S., Von Glinow M. Organizational Behavior. 6th ed. New York : McGraw Hill Education, 2024.
12. Men L. R., Tsai W. Social Presence and Digital Dialogic Communication: Engagement Lessons from Top Social CEOs. Journal of Public Relations Research. 2018. Vol. 30, No. 2. P. 1–17. DOI: https://doi.org/10.1080/1062726X.2018.1498341.
13. Nikolić J. L. The Impact of Digital Technologies and Tools on Business Communication in Contemporary Business Environment. Economy & Market Communication Review / Casopis za Ekonomiju i Trzisne Komunikacije. 2024. Vol. 14, No. 1. URL: https://pdfs.semanticscholar.org/ab93/888117861af516a5b6997c31d1b1671dffef.pdf (дата звернення: 13.06.2025).
14. Omorede A. Business in the Digital Age: Digital Innovation Outcome, Exit and the Founder’s Start-up Experience Role. Journal of the International Council for Small Business. 2022. Vol. 4, No. 1. P. 68–78. DOI: https://doi.org/10.1080/26437015.2022.2125355.
15. Opitz I., Hinner M. B. Good Internal Communication Increases Productivity. Freiberger Arbeitspapiere. No. 2003/07. Technische Universität Bergakademie Freiberg, Fakultät für Wirtschaftswissenschaften, 2003. URL: https://www.econstor.eu/bitstream/10419/48382/1/369161947.pdf (дата звернення: 13.06.2025).
16. Shannon C. E., Weaver W. The Mathematical Theory of Communication. Urbana : The University of Illinois Press, 1964. URL: https://pure.mpg.de/rest/items/item_2383164_3/component/file_2383163/content (дата звернення: 13.06.2025).
17. Smidts A., Pruyn A., Rie C. The Impact of Employee Communication and Perceived External Prestige on Organizational Identification. Academy of Management Journal. 2001. Vol. 44, No. 5. P. 1051–1062.
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Published
2025-10-20
Issue
Section
Management
How to Cite
Shavkun, I. and Dybchynska, Y. (2025) “System of modern business communication as a subject of research”, Management and Entrepreneurship: Trends of Development, 3(33), pp. 50–59. doi:10.26661/2522-1566/2025-3/33-04.
