Abstract. The globalism of the post-crisis economy accentuates more and more the present risk and uncertainty condition. The normal corporate reactions in this situation can only arise starting from an “exploration” and understanding of the turbulence and chaos that manifest themselves increasingly clearly nowadays. The shift of the business environment towards what we could designate by the syntagm “the new normality” cannot marginalize the “communicational paradigm”. The latter is called to support the corporate identity and to assure the necessary framework for the construction of certain business scenarios and strategies meant to make the most of the capabilities of the modern organization.

Keywords: globalism; corporate identity; communicational paradigm; turbulence; chaos.