Iryna Shavkun, Yana Dybchynska

System of modern business communication as a subject of research

Introduction

System of modern business communication as a subject of research. Explore modern business communication as a system, its evolution, and digital challenges. Discover effective strategies for dynamic business environments. Useful for PR & strategic management.

Abstract

The purpose of this study is a comprehensive analysis of business communication as an integrated system, identifying the key stages in the evolution of its strategies, as well as analyzing modern challenges caused by digital, social and institutional transformations in order to determine the directions for further development of effective communication practices in the business environment. Research objectives are: to reveal the theoretical foundations of business communication as a systemic phenomenon, to identify its structural elements and principles of operation; to analyze the stages of evolution of business communication strategies in the context of historical, technological and social changes.; to characterize the modern challenges that organizations face when building effective communication systems (including digitalization, information overload, audience fragmentation, growing importance of reputational capital etc.). The comprehensive and systemic approaches allows to deeply investigate modern business communication as a system, with particular attention to strategy development and emerging challenges. The main attention is paid to the analysis of the evolution of business communication strategies, the transformation of tools and the problems of the communication process in organizations operating in an information-saturated environment. The results can be useful for specialists in corporate communications, PR and strategic management in developing and adapting communication strategies taking into account new challenges ‒ digitalization, audience fragmentation, the growing importance of reputational capital and crisis preparedness. JEL Classification: L 14, D83, M1, M 12, B4

Review

This paper, "System of modern business communication as a subject of research," presents a highly relevant and ambitious undertaking to comprehensively analyze business communication. The stated purpose is to treat business communication as an integrated system, tracing the evolution of its strategies and meticulously examining contemporary challenges stemming from digital, social, and institutional transformations. By doing so, the study aims to chart future directions for effective communication practices within the dynamic business environment, employing comprehensive and systemic approaches to achieve a deep investigation into this critical area. The research objectives outlined in the abstract demonstrate a thorough approach, aiming to first establish the theoretical underpinnings of business communication as a systemic phenomenon, detailing its structural elements and operational principles. This foundational analysis is coupled with an examination of the historical and technological evolution of business communication strategies. Crucially, the paper intends to characterize and address the pressing modern challenges organizations face, such as digitalization, information overload, audience fragmentation, and the increasing significance of reputational capital and crisis preparedness. This focus on contemporary issues, alongside the analysis of strategy development and tool transformation in an information-saturated environment, highlights the timely and practical contribution the study seeks to make for specialists in corporate communications, PR, and strategic management. While the abstract clearly sets out a broad and important agenda, the success of the full paper will lie in the depth of its analytical framework and the clarity of its proposed directions for development. Given the extensive scope, a rigorous methodological approach, potentially incorporating detailed empirical evidence, specific case studies, or comparative analyses, would be vital to substantiate the claims regarding modern challenges and the efficacy of proposed strategies. The paper's promise to determine "directions for further development of effective communication practices" implies the need for concrete, actionable insights that move beyond mere identification of problems. Overall, this research appears well-positioned to offer valuable theoretical insights and practical guidance for navigating the complexities of modern business communication, provided its comprehensive ambition is met with equally robust execution.

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