What is Real Transcreation? A Case Study of Transcreation in Corporate Communication Writing

This study analyzes the December 2014 “nut rage” incident on Korean Air Lines by means of in-depth interviews with corporate communication experts. We examine how Korean Air managed this crisis of legitimacy, asking whether its legitimization strategy and tactics were effective. The authors argue that Korean Air breached both cognitive and moral legitimacy in terms of leadership, corporate culture, internal and external communication, and legality. The results demonstrate to other organizations what types of legitimacy resources and tactics are required in order to meet social expectations in their responses to crises.

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Corporate Communication Strategy for Business Repositioning A Case Study in PT Garuda Indonesia Tbk.

International Journal of Business and Social Science ◽

10.30845/ijbss.v10n4p6 ◽

2019 ◽

Vol 10 (4) ◽

Author(s):

Gloria Angelita ◽

Kholil Kholil ◽

Titi Widaningsih ◽

Jamalullail Jamalullail

Keyword(s):

Corporate Communication ◽

Communication Strategy

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New media and conflicting realities in multinational corporate communication: A case study

IRAL - International Review of Applied Linguistics in Language Teaching ◽

10.1515/iral.2002.016 ◽

2002 ◽

Vol 40 (4) ◽

Cited By ~ 23

Author(s):

Julio C. Gimenez

Keyword(s):

New Media ◽

Corporate Communication

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Corporate Communication, Ethics, and Operational Identity: A Case Study of Benetton

SSRN Electronic Journal ◽

10.2139/ssrn.1276387 ◽

2008 ◽

Author(s):

Janet L. Borgerson ◽

Jonathan E. Schroeder ◽

Martin Escudero Magnusson ◽

Frank Magnusson

Keyword(s):

Corporate Communication ◽

Communication Ethics

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Organizational communication and innovation in micro and small companies: a study on the application of the “Innovation Radar”

Comunicação e Sociedade ◽

10.17231/comsoc.26(2014).2030 ◽

2014 ◽

Vol 26 ◽

pp. 136-161

Author(s):

Aline Mariano Macedo ◽

Maria Eugênia Porém ◽

Roseane Andrelo

Keyword(s):

Organizational Communication ◽

Small Businesses ◽

Corporate Communication ◽

Small Companies ◽

Case Study Method ◽

Instru Ment ◽

The Relationship ◽

Analytical Frameworks ◽

Degree Of Innovation

This paper is a study on corporate communication and the ability to innovate in small businesses. The guiding question seeks to respond whether organizational communication is able to make progress and / or support innovation in micro and small companies, and the main objective is to analyze the relationship between innovation and organizational communication. It was applied the case study method and document research for interpreting a diagnosis instru- ment called “Innovation Radar” in a small business company located in the countryside of São Paulo state. The diagnosis is made based on assessment dimensions aimed at checking the maturity and the degree of innovation in micro and small companies. By evaluating these di- mensions it was possible to build analytical frameworks and highlight the influence of corporate communication in promoting innovation. The results indicate that every dimension of the “In- novation Radar” can improve their performance by means of corporate communication.

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THE LGBT COMMUNITY AS A STAKEHOLDER IN COMMUNICATING CORPORATE SOCIAL RESPONSIBILITY: AN ANALYSIS OF SELECTED CASE STUDIES

Scripta Neophilologica Posnaniensia ◽

10.14746/snp.2019.19.14 ◽

2019 ◽

Vol 19 ◽

pp. 191-221

Author(s):

Marta Szyndlar ◽

Emilia Wąsikiewicz-Firlej

Keyword(s):

Corporate Social Responsibility ◽

Social Responsibility ◽

Corporate Reputation ◽

Communication Channels ◽

Corporate Communication ◽

Lgbt Community ◽

Communication Practices ◽

Corporate Actions ◽

Corporate Social

Corporate Social Responsibility (CSR) has become an indispensable element of corporate communication. Engagement in social initiatives enables companies to stabilise their positive image, present their values and communicate with stakeholders. Although in recent years the LGBT community has more and more frequently been the addressee of such corporate actions, this theme has rarely been explored by scholars. The present paper aims to investigate how corporate initiatives related to CSR are communicated to the LGBT community as one of the corporate stakeholders. Due to the scarcity of subsequent research, the current qualitative study is of an explorative character and has taken the form of a case study. Three brands renown for addressing the LGBT community, i.e. Ben and Jerry’s, Levi’s and Absolut Vodka, have been selected for the study, which analyses the relevant communication practices. The study primarily aims to specify the image of the LBGT community emerging from the campaigns analysed and to identify the communication channels and tools applied. Additionally, it also attempts to scrutinise the outcomes of these activities and their impact on corporate reputation as well as the perception of the LGBT community in a wider social context.

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The Role of Transcreation in Corporate Communication

Advances in Linguistics and Communication Studies - Innovative Perspectives on Corporate Communication in the Global World ◽

10.4018/978-1-7998-6799-9.ch009 ◽

2021 ◽

pp. 159-176

Author(s):

Mar Díaz-Millón

Keyword(s):

International Markets ◽

Corporate Communication ◽

Healthcare Sector ◽

Online Information ◽

Corporate Website ◽

Culturally Adapted ◽

Globalized World ◽

Corporate Information

In a globalized world, companies need to have their online information linguistically and culturally adapted to access international markets. Transcreation is an interlingual creative re-interpretation of a text made considering the linguistic and cultural differences between the target and the original audiences. One of the main sources of corporate information is the corporate website. The US healthcare sector is one of the major industries in the world. Hence, studying the characteristics of their dissemination of corporate information is relevant to know the keys of a fruitful corporate communication. The main objective of this chapter is to identify the keys of a web transcreation process. It is divided in 1) to elaborate a set of indicators for evaluating web transcreation strategies and 2) to apply these indicators to a corporate website to exemplify their functioning through a case-study. The website of the company Pfizer is analyzed. The original US-English and the Spain-Spanish websites are compared. The analysis provides the keys to a successful transcreation process.

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Diplomacia Corporativa. El caso de la cadena de hoteles Meliá | Corporate Diplomacy. Meliá Hotels case study.

REVISTA ESTUDIOS INSTITUCIONALES ◽

10.5944/eeii.vol.5.n.9.2018.22971 ◽

2018 ◽

Vol 5 (9) ◽

pp. 173

Author(s):

Amanda Arce Izquierdo ◽

Palma Peña Jiménez

Keyword(s):

Corporate Image ◽

Corporate Communication ◽

Institutional Relations ◽

Or Organization ◽

A Company ◽

Estudio De Caso

Comunicar es imprescindible hoy para las instituciones, organizaciones o empresas. Lo importante es saber hacerlo y tener presentes los principales grupos de interés. Sobre este pilar se asienta la Diplomacia Corporativa, como herramienta que contribuye a gestionar las relaciones así como la comunicación, la imagen y la reputación de una compañía, institución u organización. La internacionalización y la globalización aconsejan que la comunicación corporativa deba añadir en sus relaciones institucionales todo lo que la diplomacia puede aportarle.El presente artículo se centra en el concepto y aplicación de la «diplomacia corporativa» a las empresas e instituciones, así como en la figura del diplomático corporativo en las organizaciones y sus competencias. Además, planteamos un estudio de caso sobre la cadena Meliá Hotels International, pionera en crear un Gabinete Institucional y de Diplomacia Corporativa (DC). Diplomacy is based on this concept, as a tool that contributes to managing relationships as well as communication, corporate image and the reputation of a company, institution or organization. Internationalization and globalization advises that corporate communication should add, in its institutional relations, everything that diplomacy can provide.This article focuses on the concept and application of "corporate diplomacy" to companies and institutions, and on the corporate diplomats and their competencies. We also propose a case study on the Meliá Hotels International chain, a pioneer in creating an Institutional and Corporate Diplomacy (CD) Cabinet.

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