Digital communication in the communication oriented approach: the operational strategic plan and an evolutionary model of the e-relationship communication circle

Companies currently tend to create, maintain and manage relationships. Formal and informal relationships are vital to the survival of any private or public organization. Economics and business management literature provides several definitions of relationship, the evolution of the ICT (Information Communication Technology) has expanded and at the same time, simplified the procedures for creating and maintaining the network of relationships, defined by the main authors on the subject of the e-relationship (electronically-mediated relationship). The Internet is in fact a strategic and innovative virtual network and its spread into communication and business activities has changed consumers, companies and (both public and private) organizations’ behaviour. Relationship theories certainly need to consider communication’s processes as they realize through communication flows, specific means and tools. Considering that relationship is an essential part of business strategies and that communication is a vital component in developing successful business relationship, this work starts from the assumption that, both private and public organizations are increasingly adopting a communication-oriented approach, though continuing to focus on traditional factors, such as product, total quality, distribution, human resources, price, brand and all other business system’s components. Communication becomes, however, the strength of strategic and operational planning. This paper attempts to build a theoretical framework to study the role of the e-communication (Internet-mediatedcommunication) into the stakeholders’ system of relationships within the reference environmental context. A particular focus is on contemporary consumer and his buying behaviour. Consumer is increasingly viewed as a sensation seeker who asks for experiences, values, passions in his purchasing and consumption processes as well as for more sharing services. The need of markets for a closer and direct link with product and/or with its brand requires advanced actions and strategies. The Information technology allows connection and a greater consumer sharing. This work aims at introducing new models underlying some important aspects of the communication-oriented approach.