Work Orientation in Korean CEO’s On-line Greetings

Yeonkwon Jung 1 *

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The main aim of the study is to explicate prior orientation to work and priorities in what Korean companies wants from their work. CEO’s on-line greeting texts in big three Korean companies (Hyundai Motors; LG Corp.; Samsung Electronics) are chosen as major data of the study. Eccles and Nohria’s (1992) Strategic Triadic is used as a framework for data analysis. This study exemplifies that communication orientation to stakeholders is different across companies (i.e. Hyundai’s globalization; LG’s customer value; Samsung’s excellence). Furthermore, this finding shows that actual code of conduct emphasized by the CEOs is not going well with official corporate values.


work orientation Korean CEO on-line greeting rhetoric


This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Article Type: Research Article

Online Journal of Communication and Media Technologies, Volume 2, Issue 2, pp. 153-181

Published Online: 24 Apr 2012

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