Issue: №12/2, 2019
Doi: https://doi.org/10.37634/efp.2019.12(2).5
Introduction. The paper examines organizational communication capacities that are studies as a signifi cant component of organization strategic potential. The purpose of the paper is to define the structure and content of organizational communication capacities and identify methods for assessing them. The author combines three research areas: assessment and analysis of organization communication capacities, organization communication strategy development, and organization willingness to change. Results. Two groups of organization communication capacities are revealed, that represent different approaches to strategic development of organization communication capacities. The fi rst group relies on the long-term planning of using external resources, the second promotes changes in the organization. The author presents criteria for assessing organization communication capacities skills that ensure fl ow of resources to the organization. Using the modern concept of information transparency the author highlights universal (common to different legal and business entities and partners) communications that shape business image of a transparent enterprise. Basic and additional components of the customer-oriented communication impact are studied, organization communication capacities that promote organizational change are described. Conclusion. Organizational capabilities are the actual article of research both from the point view of dynamics scientific publications and from the point of view the confession of importance of this aspect of strategic management.
Keywords : organization strategic potential, organizational communication capacity, organization image, organizational changes
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