Thesis (M.S.)--Boston University

Magistro darbo oblektas – korporatyvioji komunikacija. Darbo tikslas - išnagrinėjus teoriją, nustatyti istorinio aspekto panaudojimo galimybes korporatyviojoje komunikacijoje. Darbo uždaviniai: Aptarti korporatyviosios komunikacijos ir korporatyviojo pasakojimo sampratą; Aptarti istorinio aspekto sampratą ir panaudojamumo galimybes korporatyviojoje komunikacijoje; Nustatyti Lietuvos verslo istorinio aspekto komunikavimą interneto svetainėse. Išanalizavus mokslinę literatūrą, taikant apibendrinamąją, dedukcijos, indukcijos ir loginę analizę, nustatyta, kad gera korporatyvioji komunikacija sudaro prielaidas atsirasti korporatyviajam pasakojimui, o šis, paprastai, būna išreikštas naratyvu arba istorija. Pirmojoje teorinėje dalyje aptariama korporatyvioji komunikacija ir jos svarba tapatybės valdymo procesui bei korporatyviąjai prekinio ženklo plėtrai. Nustatoma, kad geriausiai korporatyviąją tapatybę ir korporatyvųjį prekinį ženklą komunikuoja korporatyvusis pasakojimas. Aptariama jo raida ir bruožai. Aptariami korporatyviosios komunikacijos valdymo metodai ir korporatyviojo pasakojimo tapsmas. Antrojoje teorinėje dalyje kalbama apie istorinio aspekto sampratą korporatyviojoje komunikcijoje. Nustatyta, kad istorinis aspektas korporatyviojoje komunikacijoje apima ne tik korporatyviosios istorijos ar korporatyviosios atminties disciplinas, bet ir yra svarbi organizacijos tapatybės konstrukto dalis. Korporatyviojoje komunikacijoje istorinis aspektas laikytinas nenutrūkstamumo... [toliau žr. visą tekstą] / The purpose of this work is to determine how and to what extent historical discourse are reflected in corporate storytelling. The approach takes the form of systematic reading by traditional frameworks and principles of narratives. From extensive reading of the historical discourse, recurrent formal features and elements of thematic content which together define the genre of corporate history, have been identified. Good corporate communication is the assumption of a good corporate storytelling. This story appears in two ways - from narratives or history. Such a definition provides competence in the reading of historical narratives of organizations and raises questions regarding the role of history in organizational identity, memory and communication. Many different stories were told about organizations to illustrate an idea or concept of a historical discourse. There was a mixture of negative and positive stories that are the sum of the personalities, cultures and images. The emphasis of the values that the stories revealed determined the more important cultural beliefs. This does have an influence on the firm's identity, corporate brand and reputation. This research has shown that stories reflect the elements of abilities, activities and accomplishment. Storytelling is an important form of organisational communication. It is an important source of information for management and in some cases about management. It is also a tool that can be used by management to communicate... [to full text]

Within the accepted historiography of photography, the importance of George Eastman and the Eastman Kodak Company (EKC) has become unassailable. They have been placed as the key, and often sole, agent in “revolutionizing” the amateur photography market in the late nineteenth century. While the photographic landscape and market of 1885-1914 was indeed radically altered, the historiographical dominance of what can be identified as the “Kodak story” has obscured the means through which EKC’s successful re-structuring of the existing manufacturing and distribution networks of photographic materials occurred. I argue that the changes effected by Eastman and the EKC began not with imaging desires, but with their acknowledgment, and profound understanding of the existing and competing interests within the photographic industry. This thesis focuses on the EKC’s re-structuring of the extant and evolving communities involved in the manufacturing and distribution of photographic materials in Canada between 1885-1910. Focusing particularly on the period immediately surrounding the establishment of the Canadian Kodak Co. Limited in 1899, I demonstrate the re-structuring processes at work, including: market and financial diversification; governmental lobbying; purchase and mergers; and other business and marketing-based strategies. I frame my theoretical positions and analysis of network re-structuring through the experiences of Ottawa professional photographer and photographic business owner William James Topley (active 1868-1907), and CKCoLtd manager John Garrison Palmer (active 1886-1921). Topley and Garrison’s professional experiences and interactions with expanded communities of photographic consumers and industry participants provide an opportunity for specific and detailed findings which challenge understandings of the evolution of the practice of photography during this transitional period. In doing so, I provide evidence of the primary role network re-structuring played in the EKC’s ability to shape the wider international photographic industry to their advantage in the early twentieth century.