Is corporate communication in self-organized companies still needed?

When we decided to move forward into self-organization, I often heard, that corporate communication and marketing no longer will be needed. Self-organized companies would work much more transparent and open, are purpose driven and therefore, fulfill real market needs. Cool! I love being transparent and never have been one of these marketers building castles in the air. But will my daily work really be obsolete? I decided to find it out.

Different approaches of self-organization

As a parallel to working at Liip, I was doing my master’s degree, I used the question in the title to write my thesis[1] about. But where to start? I decided to go for Laloux’ Reinventing Organizations as this was the book mostly talked about at Liip.

With further investigation, I found other approaches like Heyse & Erpenbeck of Malik. Keeping things short, here’s an overview of these 4 approaches:

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