| Abstract [eng] |
To investigate the role of communication in the development and implementation of a business organisation's strategy and the creation of its financial value, the thesis aims to identify the factors of a business organisation's competitive advantage, which are determined by the communication activities applied to implement the strategy, to establish criteria and parameters and to develop a framework of indicators for the evaluation of the impact of these activities on the financial performance of a business organisation. Having achieved this aim, it was concluded that communication activities, which constitute the main non-financial intangible assets of a business organisation, reinforce the unique strategic position of the business organisation and, through the development of stakeholder relations, contribute to the creation of financial value for the business. The system of indicators for the evaluation of communication activities developed in the dissertation, due to the integration of this system into the framework of value creation of a business organisation - the strategy map, substantiates the interaction between communication activities, their evaluation indicators and the financial results of the business organisation, and therefore allows to objectively assess the role of communication in the development and implementation of the strategy of the business organisation and the creation of its financial value. |
