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The article systematizes knowledge about communication strategies and ideas about the types and structures of different organizations in which they can be applied to the implementation of management decisions. The notion of a communicative strategy are compared with the notion of a managerial communicative action (MCA) according to J. Habermas. Highlights approaches and grounds for the classification and typology of communication strategies implemented by different authors. Considered: the model of four basic communication strategies of B. van Rouler (informing, agreement, dialogue, persuasion) extended by T. Orlova; classification S. Datsyuk (passive, active, interactive); the typology of O. Issers, focusing on the tactics and strategies of the Russian language; approaches to systematization of E. Surovtseva, who linked communicative and organizational strategies; M. Kravets, generalizing works that related to strategic planning; T. Adamyants, who singled out four normative communication fields on the basis of the communicator’s relationship to respondents and competitors; N. Kirillova, focusing on moral categories, as well as the classification of innovative communications M. Hulsman and N. Pfefferman, who identified three main communicative strategies (knowledge, positioning and management). As a result, the authors form a general universal list of classification grounds, for which you can systematize communicative strategies. |
