| dc.description.abstract | This study sought to investigate the role of corporate communication in organizational growth using the case study of the National Oil Corporation of Kenya (NOCK). Corporate communication is fast gaining popularity among Kenyan companies as a key management function. Many companies including NOCK have set up corporate communication departments in their management structures and allocated growing budgets with the assumption that corporate communication contributes to the growth of their organizational growth and the realization of their corporate objectives. However, there lacks mechanisms for establishing whether corporate communication really contributes to this anticipated organizational growth and if it does, how much it contributes.
This study therefore sought to find out whether corporate communication has contributed to the growth of NOCK in the last five years (2008- 2012). From the analysis of the interview responses, the study found out that corporate communication had a significant contribution to the organizational growth of NOCK over the 5 years under review, 2008 to 2012 especially its role in enhancing the corporate and products brand equities as well as in the unveiling and positioning of new products and services.
To achieve the research objectives, the study was guided by the Entrepreneurial Communication Theory (ECT) which outlines the four functions of strategic organizational communication as being energizing, aligning, visioning and constituting the various organizational activities to the strategic objectives of the organization. The study used qualitative semi-structured interviews and qualitative content analysis of relevant policy documents to establish if corporate communication fulfilled the above mentioned functions as outlined by ECT. | en_US |
