... use of an action research approach using a qualitative single case study to investigate communication barriers and pitfalls in business transition. Findings Through action research, interventions were taken in the underlying case, which increased the consciousness, as well as the personal...

... layers: the social, discursive and technical, addressing who is communicating, the communication content and new media technology used. Findings The paper recommends a customer‐centered approach to implementing new media adoption in organizations using action research. Research limitations...

...Michael B. Goodman; Cecil Stephen Camilleri Purpose The paper seeks to outline the theory and practice of an action research program, which is aimed at redesigning and implementing a communications strategy that will effectively deliver an authentic environmental message to the stakeholders...