Corporate Communication in Fedex - 5368 Words

The role of the Corporate Communication function in the organization A case of â€Å"best practice† FedEx Alessandro Colangelo * INTRODUCTION†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.p. 2 * RESEARCH QUESTION...........................................................................................................p. 3 * METHODOLOGY†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..................................................................p. 3 * ANALYSIS†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...p. 4 1. The close alignment between Corporate Communication function amp; the Implementation of Strategy: The unique FedEx operating strategy†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.p. 4 2. The Corporate Brand in relation with Corporate Identity and Reputation. FedEx: From a house of Brands to a†¦show more content†¦RESEARCH QUESTION The aim of my mini-project is to report the findings of a qualitative study of FedEx firm on best practices in corporate communication, especially as it concerns the links between a company’s corporate communication function, on the one hand, and its implementation of strategy, its reputation and its corporate branding, on the other. Basically, having clearly in mind the question - How can the corporate communication function operate successfully at the heart of an organization? - I would come up with results showing in particular the importance of: 1) Link between corporate strategy and communication strategy explaining the close alignment between corporate communication function and strategy implementation. 2) Focus on corporate brand linked to corporate identity and corporate reputation. METHODOLOGY Collection of data and information In order to collect the material for my case I needed to read several articles either in paper and electronic format, company internal documentation (Annual Report 2011, presentations, FedEx website) and a qualitative research on â€Å"best practice† in corporate communication, based on an unstructured interview to one of FedEx Key Executives: William G. Margaritis, Corporate Senior Vice President, Global Communications amp; Investor Relations, FedEx Corporation - developer of a reputation management process that measures a firm’s success in strategy change and in building reputation.Show MoreRelatedFedex Express Logistics, Transportation, And Related Business Services Essay800 Words   |  4 PagesFedEx provides logistics, transportation, and related business services through focused operating companies, also known as business units (FedEx, 2016). Further, FedEx provides a broad portfolio of transportation, e-commerce and business services through companies competing collectively, operating independently and managed collaboratively, under the respected FedEx brand (Parnell, 2014). 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