Strategic communication: CSR aspects in Industry 4.0 – case study of IKEA in the Millennials

This paper examines strategic communication in CSR (Corporate Social Responsibility), this has been the subject of some studies and the increasing popularity of the term strategic communication directly results from developments in emerging markets. The researchers study the importance of employees in the external and internal communication of organizations. Building upon a comprehensive literature review and systematization of concepts at the nexus of strategic communication and management research the following document was written. The new framework combines the multiple perspectives and types of alignment discussed so far, differentiating between external and internal on the digital system. It is useful for future empirical and critical conceptual research to inspire strategic communication scholars and to carry forward research. The main objective is the analysis of the strategic communication of the IKEA brand in the Millennials target as a proposal to trigger a paradigm shift to integrate the strategic and operational levels of marketing CSR in a company. Subsequently, strategic communication is the object to be included in the corporate strategy