Semiotics for Strategic Forecasting

Describes an application of semiology to the analysis of company reports of business partners and competitors, with emphasis on the visual and formal messages these reports convey.

Semiotics for Strategic Forecasting

Catherine Bitoun IMAGE & SignesCorinne Maer EDF France

INTRODUCTION

Semiology (the study of sign systems)1 is traditionally used to optimise corporate PR/communication or marketing strategy. Its function is to highlight the strengths and malfunctions (discursive, enunciative or formal) of corporate PR/communication, to translate and reveal information about a company (its system of values, references, personality, contradictions, rationale, strengths and weaknesses) beyond what the company actually wants or is able to reveal in its own PR/communication.

The proven ability of semiology to 'read between the lines' has led EDF (Elctricit de...

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