Abstract
Corporations are changing; they are reinventing, rethinking, transforming, and reengineering themselves. And with change comes chaos, uncertainty, and renewal. For everyone involved, change represents either a threat to security or an opportunity to move forward. What are the forces at work in changing corporations? In the author's own research on corporate culture and on the forces affecting corporate communication, marketing, and advertising, five general categories of forces have emerged: a new sophistication in customers or audience; new media and technologies or communication tools; a more complex ethical environment; stronger economic factors; and new strategic alliances.< <ETX xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">></ETX>