Tomorrow's company is the company you keep

Abstract

This paper describes a business model — the MORI Excellence model — developed by the author for effective management of a company's communications programme and then goes on to suggest that it can be implemented if supported by measurement systems of key audience values. The paper concludes by comparing the results from co‐operative corporate image studies of UK companies conducted by MORI since 1969.

Citation

Worcester, R.M. (1997), "Tomorrow's company is the company you keep", Journal of Communication Management, Vol. 1 No. 3, pp. 256-261. https://doi.org/10.1108/eb023428