Visual Code Across Borders. Visual Communication as the Answer to Intercultural Management Dilemmas

Waszkiewicz-Raviv Alicja ()
Additional contact information
Waszkiewicz-Raviv Alicja: University of Warsaw

Journal of Intercultural Management, 2015, vol. 7, issue 4, 113-121

Abstract: The paper focuses on the visual communication channel and it’s practical implications to the intercultural management practice. Introducing theoretical framework provides arguments for the increasing role of the pictures in the image economy, where esthetics and visual branding are the core elements. Two main fields of business applications of visual channels are drawn in the article: external consumers communication and internal organizational communication. Author’s definition of visual marketing communication (VMC) is provided and the semiotic approach is recommended for the culturally rooted customer communication that increases consumption globally, while information design and infographics are the visual messages suggested for the second field, which is internal, employees communication management.

Keywords: image economy; intercultural management; visual communication; integrated marketing communication; information design; infographics (search for similar items in EconPapers)
Date: 2015
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1515/joim-2015-0034 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:joinma:v:7:y:2015:i:4:p:113-121:n:8

DOI: 10.1515/joim-2015-0034

Access Statistics for this article

Journal of Intercultural Management is currently edited by Łukasz Sułkowski

More articles in Journal of Intercultural Management from Sciendo
Bibliographic data for series maintained by Peter Golla ().