ABSTRACT
Over the past decade-driven, at least in part, by the increasing competitiveness of globalization-U.S. businesses have begun to expect a higher level of communication abilities in their employees. Not only must employees understand how to write, they must also be able to engage in effective communication practices within a complex web of relationships, often within digital contexts. In light of these changes, and with the increased use of digital communication technologies, the very nature of business communication has changed. “Businessto-business” and “Business-to-consumer” (“B2B” and “B2C,” respectively) practices are commonplace, and “on-demand” responsiveness is expected. In this new climate, clients and consumers not only communicate with businesses to
purchase goods and services, but they shape business practices by con-
tributing information to the knowledge bases that rest at the heart of organi-
zational resources.
