STRATEGIC COMMUNICATION ENHANCES COMPETITIVE ADVANTAGE IN THE 21ST CENTURY CORPORATE BUSINESS
Journal Title: IJSR-International Journal Of Scientific Research - Year 2018, Vol 8, Issue 6
Abstract
The 21st century technology driven global business landscape has thrown major challenges for corporate leaders to safeguard the interests of their organizations from the uncanny competitions determined to malign the brand value of the established business organizations. However, the formidable challenge lies in growing and sustaining in the volatile business environment. This paper explores how a business conglomerate can be strategically converted into a lean and profitable organization so as to survive and excel in the highly competitive environment. The paper also tries to study how corporate communication enhances competitive advantage of an organization. The paper also, briefly, presents a case study of the restructuring of Tata group in the recent past.
Authors and Affiliations
Dr Hemant K Jha, Dr Parul Yadav
Keywords
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