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Change Communication
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Auf Basis empirischer Studien werden in diesem Buch theoretische Erkenntnisse zur Change Communication fr die Unternehmenspraxis aufbereitet. Eine kompetente Kommunikation ist unerlsslich fr die erfolgreiche Durchfhrung von Vernderungsprozessen in Unternehmen. Vor diesem Hintergrund analysieren die Autoren Reden aus dem politischen Umfeld, verbunden mit der Erwartung, dass diese Analysen neue Erkenntnisse auch fr die Gestaltung von Reden zur professionellen Untersttzung von Change Prozessen in Wirtschaftsunternehmen bieten. Grundlage sind Reden des US-Prsidenten Barack Obama in seinem ersten Wahlkampf sowie der ersten Prsidentschaft und auch im Wahlkampf zu seiner zweiten Kandidatur. Ein neuartiger interdisziplinrer Ansatz zum Thema Kommunikation in Vernderungsprozessen.
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