THE COMMERCIALIZATION OF COMMUNICATION: NAVIGATING STRATEGIC VALUE, CULTURAL DYNAMICS, AND ETHICAL CHALLENGES

Purpose: This article investigates the commercialization of communication within organizations, focusing on its drivers, impacts, and ethical considerations. By analyzing cultural and technological influences, the study aims to provide a comprehensive understanding of how communication, as a measurable asset, shapes organizational interactions and performance. Design/methodology/approach: Specifically, this paper uses a Critical Literature Review (CLR) to investigate previous studies on communication in the disciplines of management, economics and human resource management. In order to gauge what is known about the commercial value of communication, comprehensive review of 30 relevant publications from 2009 to 2022 was conducted. Findings: The study reveals that while communication technologies and tools can be commodified, the intrinsic human value of authentic interaction remains essential for organizational success. Technological advancements, such as social media and ICT tools, have enhanced communication efficiency but also pose challenges like information overload and reduced clarity. Cultural dynamics play a pivotal role, requiring adaptive strategies to navigate the differences between collectivist and individualist societies. Ethical concerns, including equity and transparency, are increasingly significant in communication practices. Practical implications: The findings provide practical guidance for organizational leaders on how to effectively combine commodified communication tools with authentic, human-centered interaction. By prioritizing ethical and culturally aware communication practices, leaders can foster greater employee engagement, improve teamwork, and drive innovation. Social implications: The study highlights the importance of fair access to communication tools and practices, particularly in diverse and multicultural workplaces. By promoting inclusivity and transparency we can foster stronger collaboration and trust, addressing broader social concerns about fairness regarding communication. Originality/value: This study offers different perspective on the relationship between internal qualities of human communication and its growing commercialization in modern industry. It can be useful for communication professionals, leaders, and scholars who want to comprehend the economic and ethical consequences of communication in corporate settings.