Contemporary Perspective on Corporate Marketing (edited by) John Balmer, Laura Illia, Almudena Gonzales, Routledge, Taylor & Francis Group, 2013 Relationships and Quality Management: the Pastificio Rana Case Study Emanuele Invernizzi & Stefania Romenti, IULM University, Milano, Italy That communication has taken on a strategic role in governance and organisational development is now widely accepted among communication and management scholars (Argenti 2008; Cornelissen 2011; van Riel and Fombrun 2007). This thesis is reinforced by pointing out that the process of institutionalizing communication, which began at the end of the twentieth century, has firmly established itself in large firms, both public and private. The institutionalization of communication occurs through several processes, which clearly demonstrate its growing presence in businesses. For example, the head of communications becomes Chief Communication Officer; this person becomes part of the executive committee and increasingly participates in the most important strategic decisions of the company. Further support of the growing strategic role of communication in the governance and success of companies --beyond that of its institutionalization-- can be found by demonstrating how communication has become a core element of business activity. To this end, the entrepreneurial communication paradigm (Invernizzi and Romenti 2011) has been developed in order to first, interpret