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This conceptual paper aims at developing a customer-centric marketing communications approach that takes the starting point in the customer ecosystem.

After a critical analysis of existing marketing communications and integrated marketing communication (IMC) approaches, a customer-driven view of marketing communications is developed using recent developments in relationship communication, customer-dominant logic and the notion of customer value formation as value-in-use.

A customer-integrated marketing communication (CIMC) approach centred on a communication-in-use concept is conceptually developed and introduced. The analysis results in a CIMC model, where a customer in his or her individual ecosystem, based on integration of a set of messages from different sources, makes sense of the many messages he or she is exposed to.

The paper presents a customer-driven perspective on marketing communication and IMC. The analysis is conceptual and should trigger future empirical grounding. It indicates the need for a change in mindset in research.

CIMC requires a turnaround in the mindset that steers how companies and their marketers communicate with customers. The CIMC model provides guidelines for planning marketing communication.

The customer-driven communication-in-use concept and the CIMC model challenge traditional inside-out approaches to planning and implementing marketing communication.

The purpose of this paper is to examine the prerequisites of value co-production by a communication consultant and workshop participants during a communication improvement programme carried out in a medium-sized family firm.

The paper draws from a socio-constructivist view of learning that emphasises participatory processes. It utilises the value co-production concept, referring to collaborative, dialogic activities between the consultant and the client. The theoretical framework includes the transcoder, re-interpreter, and free creator roles of a consultant as realised in a consultancy process characterised by dialogic interaction and equity. The approach is qualitative, and the data come from the expectations of the management team, a video recording of a communication improvement workshop, insights produced in the workshop, and a research journal.

The roles of a consultant were found to be those of organiser, transcoder, re-interpreter, and co-creator. Additionally, a dialogue facilitator role was highlighted as a central prerequisite of value co-production. The importance of a positive spirit in consultancy sessions was questioned because problems can thereby be hidden behind positivity. The value of confusing or even destructive episodes was emphasised as a source of new perspectives.

There are limitations related to the quality of the video recordings, and that the company employees did not yet evaluate the value gained in the long run.

This paper shows that a communication consultant gains insights from company representatives’ insider views in conflict-management situations, and that these conflicts can be useful for organisational learning.

This study contributes to research into strategic communication because it provides new knowledge about the consultant-client interface, particularly in value co-production, in the few studies conducted in the context of SMEs. The study utilises the novel research methodology of video analysis.

The purpose of this paper is to test how framing of CSR messages, based on a value-theoretical framework, impacts consumer perception of the CSR message.

Quantitative study in the form of an online survey strongly inspired by classical experimental design.

Findings demonstrate that explicit communication of CSR framed as a corporate competence, and to some extent also as something personally relevant to the receivers, positively impacts evaluations of CSR messages and the companies behind them.

Findings indicate that CSR messages could increasingly emphasize corporate competence with a lesser focus on moral ideas and commitments, and that framing strategies can be effective in creating CSR messages that will be positively evaluated by young consumers.

This study contributes by providing new insights into how value-based framing of CSR messages can increase credibility and relevance and thus help facilitate the complicated task of communicating CSR by way of suggesting a new CSR communication strategy framework.

The paper explores consumers' responsiveness to marketing communication about various services and products in three different media. Communication value is seen as an element of service value and is measured as consumer responsiveness to marketing communication.

The empirical data is based on interviews with consumers concerning their perceptions of the relevance and acceptance of marketing communication of 15 different services/products in three media, traditional direct mail, e‐mail and SMS. The consumers have responded to scenarios of marketing communication.

Findings showed differences in consumer responsiveness to different services and physical products. The overall responsiveness was relatively low for the offerings in all media. A division into responsiveness groups demonstrates that there are also consumers that are positive to communication. The share of positive consumers varies considerably over offerings.

The present study did not account for some important aspects in marketing communication. Firstly, the communication was not considered as part of a firm's integrated marketing communication. The creative element was omitted even if it in practice is important in planned marketing communication. Moreover, the respondents have evaluated scenarios based on their general attitudes toward the communication. The consumer's relationship to the company/brand/offering was excluded. However, despite these limitations it shows that it is necessary to consider that products and services may have different responsiveness patterns.

The emergence of digital media has increased the number of ways to interact with consumers. The variation in the responsiveness to products and services for different media indicates that it is important to have an understanding of how the media adds and subtracts value. The analysis points to the need for companies to measure the responsiveness of consumers in order to understand and enhance consumer perceived value of the communication as a part of the service.

The paper contributes to service marketing research by introducing the communication value and responsiveness conceptualisations that have an interest both for academic research and practitioners. This includes a new perspective on the role of communication on one hand and on the empirical findings of differences in digital interactive media on the other hand.

The purpose of this paper is to report on a multi-step research project which explores concepts that explain communication value across different disciplines and builds a framework that identifies and systematizes communication goals linked to generic corporate goals.

Based on a literature review of work on value creation through communication, drawn from 815 publications in 36 international journals across several disciplines (public relations, marketing, management, etc.) and published from the year 2000 onward, the authors have developed a framework, named “Communication Value Circle.” The application of the framework was discussed with chief communication officers from global companies and was used during a communication alignment process in a global healthcare company.

Empirical surveys across several continents show that communication professionals use a multitude of rationales to explain the value of their work to top executives. These range from building reputation, brands and identity, to gaining thought leadership, boosting sales, motivating employees, preventing crises and listening to stakeholders. The researchers have identified four major value dimensions of communication (enabling operations, building intangibles, adjusting strategy, and ensuring flexibility). The framework encompasses 12 specific goals for communication that can be derived from corporate strategy.

The framework stimulates the debate on the diverse concepts of communication value, performance and measurement, and the need to integrate those approaches into theory and practice. Additional qualitative studies to verify the framework are proposed.

The communication value circle can be used as a management tool for planning, evaluating, and revising strategic directions for communication in any corporation.

Explaining the value of communication continues to be one of the most important challenges for professionals and scholars alike. This paper proposes a consistent explanation for the theory and practice of what constitutes corporate communication.

In many countries today there is a debate on how to improve accounting to recognise also the non‐material value of companies. As a contribution to this debate, the Swedish Public Relations Association has initiated a project to develop the know‐how of how a company's profits and value can increase through investments in information, communications and relationships. The project applies also to the public sector and other organisations.

This research examines the importance of measurement in the communications industry and business in general, the insufficiency of measurement in communications, how communications professionals' measurement needs are changing, obstacles to meeting measurement needs, and the potential benefits from understanding the link between intangibles and business value.

Research methods used to link communications activities to business outcomes included statistical analysis (collecting, evaluating, and drawing conclusions from data) of intangible assets, or non‐accounting, non‐financial business drivers such as people, ideas and relationships. Measurement data was based on information companies already owned, including media content analysis data and employee survey results.

Pilot studies have demonstrated that this model will provide greater insight into how intangibles such as communication activities contribute to business outcomes that matter to senior management and will eliminate the obstacles to measurement – concerns about expense, fear of results, and isolation of the effect of individual activities.

This discussion is essential to understanding that the communications industry in particular and corporations as a whole need a way to add meaning to the data they already have; to link existing data to business outcomes; and to demonstrate that effective communications activities and other intangibles move organizations toward their business objectives.

Technological innovations that resulted in the emergence and widespread adoption of digital communication in recent years have led to a surge of academic and practitioner interest in its implications for the co-creation of value and customer engagement. However, in comparison to the attention given to the study of customer engagement in consumer markets, few studies have examined its key role in business markets. This paper aims to examine the impact of digital communication on value co-creation and customer engagement in inter-organizational relationships in business networks.

Co-creation of value and customer engagement in business networks occurs among interconnected organizations that are partners in intermediate transactions. The paper develops a matrix of inter-organizational engagement among partners in business networks and propositions linking digital communication to value co-creation and inter-organizational engagement.

The relationships among network organizations may be characterized by the extent of relational exchange and inter-organizational bonds among them. Four types of inter-organizational engagement emerge: transactional partners, loyal partners, trusted partners and engaged partners. The partners co-create value to better satisfy customers.

The paper is an initial attempt to develop a conceptual understanding of customer engagement in business markets and formulate propositions that can be further investigated. Networks of partner organizations co-create value, altering their input and output markets, value addition and products, permitting greater flexibility and customization in satisfying the needs of customers.

The ability afforded by digital communication for real-time interactive communication enables individuals from multiple departments and hierarchical positions within multiple organizations dispersed across geographic locations and industries to maintain contact, quickly and easily communicate task information, build trust and commitment in long-term relationships with network partners and provide superior customer value.

The paper represents a unique attempt to understand the nature of customer engagement in business markets. It discusses how digital communication alters market transactions among partner organizations in a network by facilitating changes in their make/buy decisions. It develops a matrix of inter-organizational engagement in business networks and propositions that improve understanding of the customer engagement concept and provide the foundation for strategies to better satisfy customers.

Increased public scrutiny and stakeholder pressure have given more importance to strategic corporate social responsibility (SCSR) and its three dimensions – orientation, process and value creation. At the same time, they provide banks the inspiration needed to pursue business goals, attain positive performances and communicate their social responsibility efforts. This paper analyses whether and how companies in the banking sector use corporate websites to communicate SCSR dimensions.

A content analysis was performed based on the corporate websites of leading banks included in the Dow Jones Sustainability World Index and the Hang Seng Corporate Sustainability Index to assess the prominence of SCSR communication.

The study shows that banks give less prominence to SCSR on corporate websites differently from companies belonging to other sectors, as they are less likely to expose their orientation to SCSR and pay slightly less attention to value creation than other companies.

The paper provides theoretical insights into SCSR dimensions and how they are communicated on corporate websites. From a practical standpoint, the study provides guidance for managers in the banking sector aimed at improving their communication efforts, avoiding decoupling issues and adopting a consistent value creation perspective.

Few studies have used a value creation perspective to differentiate between the dimensions of a SCSR approach. The paper fills this gap by assessing the communication efforts adopted by banks and insurance companies in this area.

This article aims to provide a critical understanding of contextual issues surrounding international business from a political economy of communication perspective.

The approach is based in classical dialectics and proceeds from a Marxian perspective. It includes a literature review of major theorists in political economy of communication and an analysis of present institutional relationships that frame international business in the context of corporatism.

The main argument is that current practices that dominate international business can no longer be considered as any kind of capitalism and that political economy of communication is necessary for comprehending this system. Current business practices are a form of corporatism in which ownership is separated from control, business is separated from industry, and the idea of a “going concern” is subject to “overriding concerns”. To understand the implications of these factors, political economy of communication needs new theories of value, labour, mediation, and meaning.

The work is limited by the current pace of change, by alternative, non‐Marxist definitions of capitalism which are not taken into account here, and by the variegated nature of global business practices. The work is limited to dominant practices and definitive relationships.

The paper provides a useful perspective for understanding the future direction of international business, specifically in terms of communication, culture, and understandings of value.

This paper offers an alternative, non‐capitalistic view of “globalisation” within a Marxist framework and proposes a new theoretical and analytical synthesis for political economy of communication.