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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS

Internal Communication at DaimlerChrysler South Africa: A Qualitative

Perspective on Two-Way Symmetrical Communication and

Internal Marketing

Author(s): Elanie Steyn, TFJ (Derik) Steyn, Mariéke van Rooyen

Citation: Elanie Steyn, TFJ (Derik) Steyn, Mariéke van Rooyen, (2011) "Internal Communication at DaimlerChrysler South Africa: A Qualitative Perspective on Two-Way Symmetrical Communication and Internal Marketing" Vol. 5, Iss. 4, pp. 131 - 144

Article Type: Research paper

Publisher: North American Business Press

Abstract:

This article investigates internal communication at DaimlerChrysler South Africa (DCSA) from a twoway

symmetrical model of internal communication and internal marketing perspective. Results show that,

for DCSA to improve effective internal communication and corporate efficiency, it needs to adjust its

corporate culture and nature of internal communication according to the principles of both two-way

symmetrical communication and internal marketing.