The Rhetorical Helix of the Biotechnology and Pharmaceutical Industries: Strategies of Transformation Through Definition, Description and Ingratiation
http://dx.doi.org/10.1177/1080569909334801
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  peer-reviewed

Gretton, Linda Burak
Business Communication Quarterly
2009

Abstract:

Transformation wields great power. As individuals, we can define who we are and describe those essential characteristics that make us unique. Our view of ourselves, however, may not necessarily align with the opinions of those around us. Thus, the ability to reinvent oneself, to change how others see us and react to us, is critical for the process of ingratiation.