Small and Medium Enterprises (SMEs) make up the vast majority of businesses in most countries. Corporate communication is one of the functions that has not been well examined in small and medium enterprises. In order to gain a deeper understanding of corporate communication in small and medium enterprises this study reviewed literature of corporate communication and analyzed corporate communication operations in selected cases. The objective is to learn the advantages, challenges, and actual practice of corporate communication in small and medium enterprises in Taiwan.
Based on cross-case analysis, the study results show that the advantages of corporate communication are enhanced branding, increased customer base, positive society acceptance, and improved recruitment. It is important to note that corporate communication is a management discipline rather than technical proficiency. In real practice, corporate communication tends to be neglected in daily operations due to difficulties in measuring the return on investment.

1. Introduction 1
1.1. Background 1
1.2. Motivation 1
1.3. Research Question 2
1.4. Research Process 2
2. Literature Review 3
2.1. What is Corporate Communication? 3
2.1.1. The Advantages and Benefits of Corporate Communication 8
2.1.2. The Challenges of Corporate Communication 9
2.1.3. Implementation of Corporate Communication 10
2.2. Country Overview: Taiwan 12
2.2.1. Taiwan Economic Landscape 14
2.3. Small and Medium Enterprise 16
2.3.1. The Wholesale & Retail Industry 18
2.3.2. Corporate Communication in Wholesale & Retail Business: Costco 19
2.3.3. Manufacturing Industry 20
2.3.4. Corporate Communication in Manufacturing Industry: Toyota 20
3. Methodology 22
3.1. Multiple Case Study 22
3.2. Data Analysis 22
3.3. Case Selection Criteria 22
3.4. Data Collection 23
4. Results 26
4.1. Case 1 26
4.2. Case 2 27
4.3. Case 3 28
4.4. Cross-Case Analysis 29
5. Conclusion 34
5.1. Research Summary 34
5.2. Research Implication 34
5.3. Research Limitations and Future Research 35
6. References 36

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