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)1is traditionally used to optimise corporate PR/communication or marketing strategy. Its function is to highlight...