Rhetoric as Instrument of Management in Family Businesses
The latest volume of the WIFU Scientific Series “Atmospheric Management – Rhetoric as Instrument of Management in Family Businesses” by Guido Hardieck is available since 17.07.2013. The 11th volume deals intensively with topics about efficient management in family businesses.
The question how entrepreneurial realities are shaped is not only for family businesses important. But especially in this entrepreneurial form where spoken language has a special importance it is an essential task for management to convince by means of language. These often neglected aspects of management are treated in the new volume of the WIFU scientific publication series. The aim of the publication is to create an analysis instrument as well as means for entrepreneurs to design speeches – the so called Scenic Radar. The instrument has three room axes that are deducted from conflict lines in family businesses and that integrate them at the same time: emotionality vs rationality, tradition vs progression and constructivity vs destructivity. According to the focus of the speech (parts) the Radar deflects or rather guarantees more or less concisely an orientation. The book is a rhetoric guideline for wording and style. It aims to give strategic knowledge for rhetoric mediation that is set before a speech.