İŞLETMELERDE METAFOR KAVRAMI VE ÖNEMİ: YÖNETİCİLERİN STRATEJİK İLETİŞİM VE PAYLAŞIM ARAÇLARI OLARAK METAFORLAR VE ETKİN KULLANIM YOLLARI

This study focuses on the conceptual analysis of metaphor and its critical role in communication and sharing process in firms. The aim of this study is to emphasize the outstanding role of metaphors in different subjects or fields such as advertising, public relations, motivation, vision/mission or projects for managers as a strategic communication, sharing tool as well as to demonstrate the ways for effective metaphors to improve and use.