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Abstract Communication integration, a priority in strategic communication management, is at a crucible in its development. Until now, most research has considered integration a program of centralized control and has explored the impact of messaging and media that are coordinated for strategic impact. Underexplored are the internal implications of a concept that requires organizational change and stands to redefine functional boundaries. This study identifies the social, cultural, and interpretive influences of communication integration in a case of integration. Notes 1Codes in italics were grounded—not represented in the literature, but arose from the data. 2The organization's name has been changed to maintain confidentiality and anonymity.
Brian G. Smith (Mon,) studied this question.