Communication web 2.0: An attempt to understand the gap between Italian law and accounting firms and the international environment

Abstract

The development of Information and Communication Technologies (ICT), and recent communication regulatory framework innovations for law and accounting firms are the main drivers for the redefinition of communication processes. Nevertheless, in Italy there is reluctance in adopting communication strategies focused on advertising, public relations and Internet tools (e.g. social media, email, blogs, and so on). Some causes should be seeking in the consolidation of deontological codes, in the size of firms that is usually small, and in the communication processes used which is purely based on word of mouth and personal relationships. The aim of this article is to understand the role of ICT as a potential strategic tool for communication in the law and accounting firms, investigating the gap between the national and international context. In order to answer to the research questions, we used a field case study (ALFA), and a qualitative survey that was conducted on 105 firms in the Northeast of Italy. Results from this research show, is the existence of a resistance to implement and use ICT tools such as strategic channel of communication for the Italian context.