A CRITICAL APPRAISAL OF THE SCIENTIFIC MONOGRAPH “CORPORATE COMMUNICATIONS”: THEORETICAL FRAMEWORKS, CONTEMPORARY CHALLENGES, AND PRACTICAL IMPLICATIONS FOR ORGANIZATIONAL COMMUNICATION MANAGEMENT

Milijanka Ratković

doi:10.5937/ekonsig2601111R

Authors

Milijanka Ratković Faculty of sport, University “UNION – Nikola Tesla”, Beograd Author https://orcid.org/0000-0001-7946-354X

DOI:

https://doi.org/10.5937/ekonsig2601111R

Keywords:

corporate communications, corporate identity, corporate reputation, communication management, stakeholders

Abstract

This paper presents a critical appraisal of the scientific monograph Corporate Communications authored by Dr. Dejan Dašić, a comprehensive and systematic scholarly work dedicated to the study of corporate communication as one of the key functions of contemporary management. The monograph examines the theoretical foundations, models, strategies, and instruments of corporate communications, with particular emphasis on the role of communication in building corporate identity, reputation, and relationships with stakeholders. The author discusses the importance of internal and external communication, crisis communication management, media relations, the digital transformation of communication processes, and contemporary challenges arising from the development of new information and communication technologies. The monograph is characterized by an interdisciplinary approach that successfully integrates theoretical concepts with practical examples from business practice. Its particular value lies in its contribution to the advancement of scientific knowledge in the field of corporate communications, as well as its applicability in academic education, research activities, and professional practice. There-fore, the monograph may be regarded as a significant contribution to under-standing contemporary communication processes within organizations and their role in achieving strategic objectives.

Downloads

Download data is not yet available.

References

Argenti, P. A. (2017). Strategic communication in the C-Suite. International Journal of Business Communication, 54(2), 146–160. https://doi.org/10.1177/232948841 6687053

Balmer, J. M. T. (2017). The corporate identity, total corporate communications, stakeholders’ attributed identities, identifications and behaviours continuum. European Journal of Marketing, 51(9/10), 1472–1502. https://doi.org/ 10.1108/EJM-07-2017-0448

Coombs, W. T. (2007). Protecting organization reputations during a crisis: The development and application of situational crisis communication theory. Corporate Reputation Review, 10(3), 163–176. https://doi.org/10.1057/palgrave.cr r.1550049 Cornelissen, J. P., & Elving, W. J. L. (2003). Managing corporate identity: An integrative framework of dimensions and determinants.

Corporate Communications: An International Journal, 8(2), 114– 120. https://doi.org/10.1108/ 1356328031047553

Dašić, D. (2018). Glasine kao vid simboličke moći – mediji između istine i manipulacije. Nacionalni interes, 32(2), 61–80. https://doi.org/ 10.22182/ni.3222018.4

Dašić, D. (2024). Interconnection between product quality, consumer perception, and country of origin influence. Srpska Akademska Misao, 9(1), 52–61. https://www. sam.edu.rs/index.php/sam/article/ view/67

Dašić, D. (2026a). Korporativne komunikacije. Visoka škola strukovnih studija BIZNIS, Niš.

Dašić, D. (2026b). Strategic management of sports organizations in the context of digital transformation: A theoretical framework and implications for sports marketing. Management Horizons, 6(1), 89– 106. https://hm.edu.rs/index. php/hm/article/view/58

Dašić, D., Vitković, B., & Borojević, K. (2024). The role of communication management in the development of rural areas. Ekonomika poljoprivrede, 71(4), 1421–1435. https://doi.org/10.59267/ekoPolj24 041421D

Forman, J., & Argenti, P. A. (2005). How corporate communication influences strategy implementation, reputation and the corporate brand: An exploratory qualitative study. Corporate Reputation Review, 8(3), 245–264. https://doi.org/ 10.1057/palgrave.crr.1540253

Franjić, S. (2022). Internet and modern information technology in the function of society development. Management Horizons, 2(1). https://hm.edu.rs/index.php/hm/ar ticle/view/32

Garača, N., Ratković, M., & Raletić, S. (2013). Achieving competition advancement through communication. Informatologia, 46(4), 361– 371. https://hrcak.srce.hr/113096

Jotanović, S. R., Ratković, M., & Zakić, N. (2017). Pro-environmental activities of consumers. Polish Journal of Management Studies, 16(1), 55–66. https://doi. org/10.17512/pjms.2017.16.1.05

Karanges, E., Johnston, K., Beatson, A., & Lings, I. (2015). The influence of internal communication on employee engagement: A pilot study. Public Relations Review, 41(1), 129–131. https://doi.org/ 10.1016/j.pubrev.2014.12.003

Lunić, T., & Ćesarević, J. (2025). Artificial intelligence and the future of planet. Management Horizons, 5(1), 93–111. https://hm.edu.rs/ index.php/hm/article/view/8 Macnamara, J. (2014). Emerging international standards for measurement and evaluation of public relations: A critical analysis. Public Relations Inquiry, 3(1), 7–29. https://doi.org/10.1177/2046147X1 4521199

Ratković, M., Grubić, G., & Tasić, S. (2011). Dobri odnosi sa kupcima kao faktor konkurentne prednosti. In Proceedings: Plenarna saopštenja (pp. 180–186). Istraživački centar za upravljanje kvalitetom i pouzdanošću – DQM, Čačak.

Ratković, M., Grubić, G., & Tasić, S. (2012). Evolution of marketing: From product up to employment. International Journal of Economics and Law, 2(5), 72–78.

Ratković, M., Pavlović, M., & An- đelković, M. (2017). Comparative analysis of customer satisfaction in postal and banking services. International Review, 1–2, 108–120. https://doi.org/10.5937/intrev1702 108R

Stanković, M. (2025). Contemporary challenges and interdisciplinary approaches in sport: A review of the SPORTICOPEDIA SMB 2024 proceedings. Srpska Akademska Misao, 10(1), 95–102. https://www. sam.edu.rs/index.php/sam/article/ view/88

Tench, R., & Moreno, Á. (2015). Mapping communication management competencies for European practitioners: ECOPSI an EU study. Journal of Communication Management, 19(1), 39–61. https://doi.org/10.1108/JCOM-11- 2013-0084

Vitković, B., Dašić, D., Kostadinović, G., & Ilievski Kostadinović, M. (2026). Digital communication platforms for institutional branding: A conceptual review of learning, digital literacy, and AI/ML integration. International Journal of Cognitive Research in Science, Engineering and Education (IJCRSEE), 14(1), 125–133. https:// doi.org/10.23947/2334-8496-2026- 14-1-125-133

Volk, S. C. (2016). Toward a theory of communication evaluation: Perspectives from the strategic communication field. International Journal of Strategic Communication, 10(1), 61–74. https://doi.org/ 10.1080/1553118X.2015.1075497

Zerfass, A., Verčič, D., Nothhaft, H., & Werder, K. P. (2018). Strategic communication: Defining the field and its contribution to research

and practice. International Journal of Strategic Communication, 12(4), 487–505. https://doi.org/ 10.1080/1553118X.2018.149348