Corporate Communication in Fedex Essay

5363 Words May 2nd, 2012 22 Pages
The role of the Corporate Communication function in the organization
A case of “best practice”
FedEx

Alessandro Colangelo

* INTRODUCTION……………………………………………………………………….p. 2

* RESEARCH QUESTION...........................................................................................................p. 3

* METHODOLOGY…………………………………..................................................................p. 3

* ANALYSIS……………………………………………………………………………………...p. 4

1. The close alignment between Corporate Communication function & the Implementation of Strategy: The unique FedEx operating strategy………….p. 4

2. The Corporate Brand in relation with Corporate Identity and Reputation.
FedEx: From a house of Brands to a
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In the second part of the case, I’m going to focus my research on corporate communication as corporate branding linked both with corporate identity and corporate reputation.
Basically, in my analysis during the paper I’ll explain the theory relating it to the case as an example of “best practice” in corporate communication.

Theories used
Mainly from the book of Corporate Communication – Joep Cornelissen (especially using graphics, definitions and models from chapters regarding Conceptual Foundations and Corporate Communication in practice) but also other definitions and models regarding corporate reputation & corporate identity from the articles and the literature founded online. All described in the references.
Limitations
The work consists in an experiential qualitative research; therefore there’re some limitations in the use of theory. Besides, due to lack of space, I cannot further discuss other theoretical implications and models [e.g., the model explaining Corporate Identity in relation to Corporate Reputation, C.B.M. Van Riel and J. Balmer (1997), “Corporate Identity: The concept, its measurement and management”, European Journal of Marketing].
ANALYSIS
1. The close alignment between Corporate

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