Communication in the creation of corporate values

Four distinct stages can be recognised in a company’s operation. These “stages of development” in the life cycle of a company presage a turnaround situation for that company over the course of time. The quality of communicative interaction in these stages determines the effectiveness of the modus operandi of a company, resulting in its market position within any given stage. The internal and external communication integrates a company in the process of utilising its internal resources to the optimum through the recognition and transfer of values from the environment and by strengthening a company through the integration of the new values into its attitude, either consolidating or changing the corporate culture. The value‐creating functions of appropriate corporate communication in each of the stages is discussed.