Competitive Communication: A Rhetoric for Modern Business

By Barry Eckhouse | Go to book overview
Save to active project

1
RHETORIC AND
COMPETITIVE
ADVANTAGE

No existing management theory helps much in explaining the role of the customer in the prototypical excellent company. At most, recent theory talks about the importance of the external environment in influencing the institution. It misses by a mile, however, the intensity of customer orientation that exists within the top performers, and that intensity seems to be one of the best kept secrets in American business.

Tom Peters, In Search of Excellence

A message must always be shaped in some measure, of course, to fit the audience; but in business and professional communications, the audience is more often than in many other kinds of specialized discourses the chief determinant of the means adopted to effect the end.

-- Edward P. J. Corbett, What Classical Rhetoric Has to Offer


ɚ0 Classical Rhetoric in a Modern Business

This chapter offers a case study of a firm that found itself in a newly competitive environment and decided to assess its key communications with clients as part of its attempt to compete. MBT Associates, an award-winning architectural firm based in San Francisco, California, made this assessment of its interview presentation, its primary means of communicating its service and identity to its clients. During the course of this assessment, MBT discovered that its interview presentation was shaped primarily by the interests of the presenters and by an understandable emphasis on design, but all to the relative exclusion of the client as the receiver of the interview's com

-11-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
Loading One moment ...
Project items
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited page

Bookmark this page
Competitive Communication: A Rhetoric for Modern Business
Settings

Settings

Typeface
Text size Smaller Larger
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

While we understand printed pages are helpful to our users, this limitation is necessary to help protect our publishers' copyrighted material and prevent its unlawful distribution. We are sorry for any inconvenience.
Full screen
/ 288

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.

Are you sure you want to delete this highlight?