Business Communication Theory

This work conducts an examination of five different books or articles on business communication theory and reports on each of these works.

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Cornelissen and Business Communication Theory

The first work under review is that of Joep Cornelissen entitled “Understanding the Development nd Diffusion of Integrated Marketing Communications (IMC) A Metaphorical Perspective” reports that recently “theoretical commentaries and empirical research” regarding the conceptualization of Integrated Marketing Communications (IMC) have been concerned with “its development and specification as a theoretical construct and its diffusion among academic and practitioner populations across the globe.” (2006) Cornelissen states the argument that “the development and diffusion of IMC, including its diverse interpretations and uses, can be understood by seeing and understanding IMC as a metaphor.” (2006) Specifically proposed by Cornelissen is that IMC can be understood “through three core metaphors or metaphorical projects: (1) discourse; (2) system; and (3) practice. (2006) These three metaphors are reported to “account for the diverse interpretations of IMC and its expansive diffusion within the marketing communications literature.” (Cornelissen, 2006)

II. Hartley and Bruckman: Business Communication Theory

The work of Hartley and Bruckman (2002) entitled “Business Communication” examine specific elements of business communication including those of: (1) interpersonal communication; (2) group communication; (3) written presentation; (4) oral presentation; and (5) the use of electronic media. This work is useful in assisting the reader comprehend important business communication principles and in applying the principles in business and corporate contexts which are varied. As well, the reader will learn to critically analyze these business communication principles and learn how to apply these principles. Finally, this work enables the reader in evaluating the role of communication in the business context that is constantly changing and evolving.

III. Kirzan, et al. And Business Communication Theory

The work of Kirzan et al. (2002) entitled “Business Communication” provides a demonstration of technology’s key role in communicating messages across the globe. Kirzan et al. (2002) states of technology that it could be “considered the mouse that roared.” (2002) This work not only teaches communication principles through the provision of examples but it also uses practical language that is easily understood and reviews current communication technology and the global environment diversity. Reviewed as well are legal and ethical matters that serve to enable trust and finally this work makes provision of guidelines for planning ones’ career and obtaining employment in the business communications field.

IV. — October 7, 2011

The Harvard Business Review of October 7, 2011, article entitled “Three Faculty Comment on the Life and Legacy of Steve Jobs” states that Jobs was a “visionary, revolutionary, perfectionist, titan of industry” and that he had what was an “extraordinary impact on the lives of millions of people around the world, changing the nature of the computer and the way people communicate and access information and entertainment.”

According to William W. George, Professor of Management Practice at Harvard Business School “Jobs was not an engineer or scientist, nor did he make use of traditional marketing techniques such as consumer focus groups. Rather, his creative genius was his ability to perceive what consumers would want before they could articulate it. Then he translated those wants into simple, yet elegant devices that were so intuitive to use that no user manual was required. In 1985 he pioneered creative graphics, using a wide array of color that brought computer screens to life and made them easy to use without understanding programming languages.” (Harvard Business Review, 7 Oct, 2011)

Rosabeth M. Kanter, Professor of Business Administration states of Jobs that he was a “serial innovator whose illness cost the world a bright talent who was also a great company leader. Jobs was all about mass personalization. Steve Jobs was the Henry Ford of his time. Nancy F. Koehn, Professor of Business Administration states of Jobs as follows:

“throughout Jobs’s journey, we never thought it was solely — or even primarily — about the money. More than 15 years ago, Jobs realized that (what we then called) the Information Revolution was bigger and bolder than groovy products and the convergence of technologies. It was about democratizing all kinds of activity by breaking down barriers in how information is distributed. As he explained to Rolling Stone, this development meant “individuals can now do things that only large groups of people with lots of money could do before. … (W)e have much more opportunity for people to get to the marketplace — not just the marketplace of commerce but the marketplace of ideas. The marketplace of publications, the marketplace of public policy.” (Harvard Business Review, 7, Oct, 2011)

V. Cisco on Business Communication Theory

The work entitled “Cisco Active Network Abstraction: Theory of Operations” reports that the management of “diverse converged, multiple-technology, multiple-layer and is challenging” and this is addressed by Cisco ANA with live abstraction that serves “as a live information foundation and presents a consistent and complete end-to-end topological view of network resources and services to higher level functions.” (Cisco, ) Cisco ANA is reported to provide support to “converged core, aggregation and access networks based on MPLS; Carrier Ethernet and IP Radio Access Network (RAN) / Mobile Transport over Pseudowire technology foundations, and extends to support other emerging services and technologies.” (Cisco, nd) In addition, Cisco ANA is “multitiered” and can be “initiallydeployed as an element manager for Cisco NEs such as the Cisco CRS-1, CRS-3 and the Cisco ASR 9000.” (Cisco, nd) Later on Cisco ANA can be utilized as “a that is a foundation for a broad integrated suite of functionalities, including provisioning, resource in inventory planning, performance management and service assurance.” (Cisco, nd ) This system enables business communication across the organization and its entire network including the following: (1) network viewees; (2) network operators; (3) network configurators; (4) system administrators; and (5) system managers or administrators who conduct periodical review and manage the client lists; and (6) networking engineers who are interested in understanding how the Cisco ANA fault and its root cause mechanisms work. (Cisco, nd)


Cisco Active Network Abstraction Theory (nd) Cisco. Retrieved from:

Harvard Business Review on Communicating Effectively, Harvard Business School Press (1 April 2011);

Hartley, Peter and Bruckman, Clive G. (2002) Business communication Routledge: London and York.

Kirzan, A.C. et al. (2007) Business Communication. Routledge.

Cornelissen, Joep (2006) Understanding the Development and Diffusion of Integrated Marketing Communications (IMC) A Metaphorical Perspective. NRG Working Paper No. 06-02. Retrieved from: