@inbook{ae63b481c07047a899c4f783f02b36ae,
title = "Unternehmensidentit{\"a}t und Nachhaltigkeitskommunikation: eine empirische Studie identit{\"a}tsstiftender Kommunikationsstrategien von deutschen und d{\"a}nischen Pharmaunternehmen",
abstract = "An important aim of corporate communications is to shape and communicate corporate identity to stakeholders in order to build a good reputation and stand out from competitors. In recent years corporate communications have focused increasingly on reporting about sustainability issues in order to meet expectations from investors, customers, governments and other stakeholders. For many companies it has become essential to build a sustainable corporate identity and stand out as a corporate citizen that acts socially, ecologically and financially responsible. This article provides insight into how leading pharmaceutical companies deal with identity shaping communication strategies in parts of their sustainability communication. ",
keywords = "Corporate Identity, Nachhaltigkeitskommunikation",
author = "Stefanie Zornow and Pedersen, {Anne Grethe Julius}",
year = "2013",
doi = "10.1007/978-3-531-19492-9_4",
language = "Tysk",
isbn = "978-3-531-19491-2",
volume = "20",
series = "Europ{\"a}ische Kulturen in der Wirtschaftskommunikation",
publisher = "Springer VS",
pages = "83--117",
editor = "Schmidt, {Christopher M.}",
booktitle = "Optimierte Zielgruppenansprache",
}