Žemės ūkio produktų perdirbimo organizacijos ryšių valdymas

Abstract

Darbe formuluojamos integruoto požiūrio į organizacijos ryšių sistemos valdymą prielaidos bei daugiadisciplinio organizacijos ryšių sistemos valdymo paradigma, pagrįsta strateginio valdymo, organizacijos elgsenos, marketingo bei marketingo ryšių koncepcijomis. Atliktas empirinis kai kurių Lietuvos žem÷s ūkio produktų perdirbimo įmonių organizacijos ryšių valdymo patirties ir problemų tyrimas. Jo pagrindu siūlomas adaptuotas modelis, įvertinantis pagrindinius teorinius, konceptualius ir metodinius reikalavimus bei Lietuvos organizacijų ryšių sistemos valdymo raidos ypatumus

The subject of this paper is corporate communication management based on a theoretical and empirical approach to the above problems and on the experience of major Lithuanian companies processing the agricultural products in the field of corporate communication. The main objectives of this study are both theoretical and practical. The theoretical objective aims to create a holistic model for corporate identity, image and communications management. This theoretical model should also enable to consider corporate communication management as a distinct and multidisciplinary management discipline taking into consideration strategic marketing and marketing communications, organizational behavior, strategic management, human resource management, and public relations. Next objective is to transform this theoretical model into practical custom-made model taking into consideration the particularities of business, legal, social environment that Lithuanian companies processing the agricultural products are facing each day. The research is focused on implication of internal and external environment impact on some Lithuanian companies processing the agricultural products in the fields of corporate identity, image and communications management. Moreover, qualitative research was made at four Lithuanian enterprises processing the agricultural products. Having taken into consideration the current experience of communications management we submit a new custom-made model for communications management.[...]