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Collocational Networks Supporting Strategic Planning of Brand Communication: Analysis of Quarterly Reports of Telecommunication Companies

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Author(s): Pentti Järvi | Hannu Vanharanta

Journal: Journal of Systemics, Cybernetics and Informatics
ISSN 1690-4532

Volume: 2;
Issue: 5;
Start page: 56;
Date: 2004;
Original page

Keywords: collocational networks | Communication | company brand | strategic planning | quarterly reports

ABSTRACT
This study addresses analysing quarterly reports from a brandtheoretical viewpoint. The study addresses the issue through a method which introduces both a quantitative tool based on linguistic theory and qualitative decisions of the researchers. The research objects of this study are two quarterly reports each of three telecommunications companies: Ericsson, Motorola and Nokia. The method used is a collocational network. The analyses show that there are differences in communication and message strategies among investigated companies and also changes during a quite short period in each company
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