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Calidad Revistas Científicas Españolas
VOL.
23(2)/
2010
Author / Elena GUTIÉRREZ GARCÍA Lecturer on Theory and Tactics of Public Relations. Universidad de Navarra. School of Communication.
Author / Teresa SADABA GARRAZA Director of International Relations at Caja de Ahorros de Navarra.
More authors:  1 2
Article / Making things happen: the role of communication in strategic management A case study on banking industry.

Abstract /

Financial institutions are the protagonists of the ongoing economic crisis. Recent financial scandals and dubious management have emerged while an intense debate on the responsibility of business has risen. In academia, the stakeholder management school has earned acceptance; and one question arises: is orderly, coherent management possible when executives embrace the demands of customers and other stakeholders? A case study from the banking sector would be of interest, in order to ascertain if the industry, traditionally branded as opaque and ill-disposed towards public demands, has embraced stakeholder theory assumptions in its management practice. This case allows a deepen thought in the field of communication management, far removed from window-dressing, which stands as a true social dialogic dimension.

Keywords /

Banks, communication, public relations, stakeholders, management.

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