Corporate Communication and Economic Theory: An Institutionalist Perspective

We offer a framework for the economic analysis of corporate communication (CC) by relying on the concept of dynamic competition and the post-Keynesian theory of the firm. The concept of dynamic competition, based on rivalry between companies, encompasses the importance of information flows and CC in the environment, characterized by fundamental uncertainty. We contribute to the literature by developing a CC matrix used for classifying various CC practices on the basis of firms’ imperfect cognition processes and their attitude toward the stakeholders. Within the post-Keynesian theory of the firm, which has institutionalist origin, we show that transparent CC activities are a potentially powerful tool for the improvement of firms’ performance. We also show that, in Slovenia, the deceptive and non-transparent CC of many large firms and banks has negatively affected the business climate, consequently leading to the decline of the Slovenian economy.