Riassunto analitico
The aim of this dissertation is to examine corporate communication with a particular focus on how corporate websites are managed. In order to analyze the various strategies implemented by the companies, it was necessary to take into account the way in which these approach local or global audiences.
This dissertation comprises four chapters. The main theories encountered in manuals and articles are illustrated in the first three chapters. Subsequently, these theories have been verified and applied to a case study. In particular, an analysis of websites and some of their specific sections, which can be compared in terms of function and economic sector, has been conducted. In this regard, twelve corporate websites of well-known vehicle manufacturers have been selected. They all can be considered as representative of their own country, namely Italy and the United States of America. Such websites have been analyzed in order to understand if some of these specific features can be attributable to one nation or the other. This research has then been useful to examine the particular case of a merger, such as FCA Automobiles. In this case, such company represents not only a case of merger between companies, but rather between national realities.
In order to conduct this study, specific sections within the websites have been selected. After taking a quick look at the homepages, the corporate sections (namely those sections often called “About us”) have been observed in more detail. These sections are particularly significant in that they show how a company describes itself and its values. This is the main reason why they were chosen.
Therefore, the main goal of such work is to understand if FCA was able to “merge” the two preexisting companies, not only in economic terms, but also in terms of national identities.
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