Business professionals often depend on the efficient communication purposes for building the strengthened internal partnerships. The effective communication is fruitful enough in developing the remarkable customer base that eventually helps in sustaining the competitive position (Mai & Hoffmann, 2014). In order to move the corporate agenda forward, the corporate professionals soften take the help of the efficient communicational transparency that interests their intended targets. Similarly, the lack of the proper communication process creates the negative impacts on the company that may lead towards failure of the corporate projects (Kernbach, Eppler & Bresciani, 2015). The involvement of the two or more parties is necessary for achieving the effective communicational goals. The study would look forward to address some of the communicative mismanagement faced by and multinational company. The study would reflect on the establishment of the effective communication process by mitigating the probable risks and minimizing the improper practices. Furthermore, the study would also present the necessary implications for each of the identified problems mentioned in the case study.
Background of the Case and Problem Identification
The case study highlights the business scenario of a multinational company that operates in different countries like Vietnam, Australia, India, Nigeria, and Oman. The company deals with the manufacturing and distribution process of the agricultural equipment to both the international and domestic clients. It is thus necessary for the company to establish the effective communication process to manage the functionalities in an efficient way. The impactful communication process would be beneficial in terms of maintaining cohesiveness among the employees and strengthening the customer base (Moshiri & Cardon, 2014). Almost 8,000 employees are associated with the company in these five countries. The company serves more than a million customers all over the world. Headquarter of the company is situated in Australia and the business operations are managed from different branches located in different countries. Currently, the company has been facing a number of challenges due to the ineffective communication process. The majority of the problem is reflecting on the following factors:
- Inefficient time management for communicating with the clients and business staffs
- The communication breakdown from the top management to the associated staffs and the staffs to the top management
- Lack of proper source to get feedback from the clients that help in identifying the area of improvements needed in the service delivery and product quality
- The growing issues around the local language
- The emerging issues with the cross cultural factors foreseen in different countries
- The lack of proper digital literacy in some of the countries
- The improper use of the social media for communication purposes
These are the major issues faced by the company while establishing the proper communication. The study would thus focus on the theoretical implication of managing the corporate communication process. The development of the strategies for mitigating the issues would be discussed in the further section of the study.
Good Communication Practices
The effective leadership process contributes to the structured and impressive communication practices in an organisation. It is essential to focus on the good practices of the communications adopted by the different organisations. The team based or group based work culture requires the communicational transparency (Jackson, 2014). In order to manage the group-based activities, some of the specific good communication practices are needed to be taken into considerations. These practices are discussed further:
Many of the organisations undertake the communication process by arranging the frequent group meeting. It is notable that the arrangements of the group meeting are quite easier process of communicating with the team (Cenere et al., 2015). The open meeting is quite effective since the members not only can communicate, they can even observe and feel it. The open meeting communication is considered as the most efficient process of business communication.
Communication through the email remains potent in the professional settings. Each member of the organisation has the official mail ID through which the information can be transmitted to the staffs of every level. It is helpful enough in enabling the information flow to the different locations (Bovée & Thill, 2013). The communication through emails is widely accepted by the organisations in current business scenario.
One on One Session
It has been observed that many of the people are much comfortable to express their concerns related to work if they were taken aside and communicated separately. In such cases, arranging the one-on-one session is much helpful for the organisations (Conrad, 2014). It is necessary to make proper eye contact during such session. It enables the message to sink while they can communicate openly about their concerns.
Use of the Proper Presentation
Many of the organisations adopt the visual presentations to convey messages to the staffs. It is notable that many people visualize and understand more effectively if the message is conveyed through the visual presentations and in a clear way. The use of the Microsoft Power Point to communicate and convey the messages related to the organisational context is quite beneficial for the organisations (Ainsworth, 2013). Communication through presentation is quite opportune to refer back whenever the members are uncertain about anything.
Communication process through Training
Undertaking the efficient training session is another good communication practice that can be used for conveying messages. The training session requires following the effective communication process that would address the areas of concerns (Becker, 2017). The communication through training process is much effective during the appraisal process.
While sharing information with the organisational staffs, it is also necessary to gather more feedback apart from conveying messages. The feedback provides the means of measuring the effectiveness of the adopted communication style. It helps in generating the idea whether the messages are understandable to the associated staffs (Welch, 2015). Moreover, receiving feedback is also helpful in identifying the areas of improvements as well as the innovative methods of managing organisational functionalities.
Majority of the multinational organisations develop such practices of the efficient communication. Maintaining the proper gesture is necessary for the business professionals to establish a cohesive atmosphere with effective communication process (Kankaanranta, Louhiala-Salminen & Karhunen, 2015). The voice modulation, the body language, and the interpersonal attribute are the major factors to be considered while establishing the proper communication process in professional field.
The good practices in the business communication are effective enough in gathering the clients’ responses. However, the cultural differences and diverse lingual values are the major concerns for the business companies. Especially, in case of the multinational organisations, these cross-cultural issues in the business communication are much visible. Many of the organisations undertake the strategic functionalities that are helpful enough in accomplishing the benchmarks set for developing the effective communication. For example, Dominos Pizza, which expanding the business in international market, faced the significant challenges due to the cross-cultural issues. The company started developing the social media campaign to reach out to the potential customers. Communication through social media was quite beneficial since people are much responsive and active in surfing internet (Ainsworth, 2013).
Another organisation, Wesfarmers, while expanding the market in china, faced the issues with the language differences. Due to such cultural and language differences, the company had been facing the recognizable loss in the profitability parameter (Becker, 2017). The management decided to develop the group to bring the workers together. In addition to this, the company hired the translators to resolve the issues with the language barriers. It was helpful enough in work in groups that brought the innovative business ideas from the people from diverse cultures.
The case scenario identifies the potential challenges that have the clear impacts on the organisational functionalities. This section of the study would address the challenging scenario faced by this multinational company during the establishment of the communication process. The issues are specified below:
a) Timely Communication to all clients and staffs
The organisation needs to communicate each of the functionalities with the staffs in a transparent way. The multinational company has been facing the significant issues with the lack of proper time management in communicating with the business clients and the associated staffs. The messages are needed to be conveyed at the right time prior to start any functionality. In such cases, the management requires transmitting the information regarding the decision to every level. Using the email for transmitting the information would be much helpful. The information regarding any decision or the services provided to the clients should be informed to the clients or the staffs through emails (Zautra et al., 2017). Undertaking the proper Time Management prior to make organisational decision would be helpful in mitigating such concern.
b) Communication Breakdown
The case study specifies that the multinational company has been facing trouble with the business communication process. The continuous breakdown from top management to staffs in the front line is the major concern that affects the business functionalities. It is notable that the top management requires communicating with the front line executives to clarify the business objectives and goals. Accordingly, the management decides the necessary functionalities that would be helpful in accomplishing those business objectives. The front line staffs may face challenges in performing any functionality or sometimes they may need to communicate with the top management for more specifications. In order to minimize the issues with the communication breakdown, the arrangements of the weekly meeting would be beneficial for the company (Taylor & Kent, 2014). The associated staffs can therefore communicate with the top management and present their concerns. Similarly, the management can even communicate with the staffs if there are any other changes of the requirements take place. This weekly meeting or daily meeting process is quite effective in monitoring and measuring the performance progress.
c) Feedback from Clients
Generating the necessary feedback is quite favorable for the business process. Especially, while delivering any service or product to customers, the company requires concentrating on the quality parameter at the initial. Therefore, it is necessary for the company to gather the adequate knowledge about the preferences of the customers or business clients. Extracting feedback from the clients is thus one of the most fruitful ways of understanding the necessities and demands (Limbu, Jayachandran & Babin, 2014). However, the case study signifies that the company has been facing challenges in receiving feedback from the clients to understand the required quality parameter of the service or products to be delivered. Some of the specific strategies can be adopted to gather more responses and feedback from the clients. One of these strategies is surveys, which is the most effective method of receiving feedback. The survey process is quite easy to set up and send out. Moreover, the analysis of the responses is also much easier. Another strategy to gather feedback is the feedback boxes or feedback mails (Goodall, Newman & Ward, 2014). The clients can easily send mails or share their experiences as the feedback after using the services or products. This method would be useful to generate the ideas about the necessary amendments or the future preferences. Dealing with the clients directly and presenting the interpersonal skills to communicate efficiently would be considerable factors of gathering feedback. The company requires concentrating on these strategies to resolve the issues with the feedback process
d) Issues around Local Language
In this case scenario, it is mentioned that this multinational company has the international presence. The emerging issues with the local language are quite disruptive for the business functions. The diverse language and the different cultural values are sometimes unapproachable for the business staffs. It is to be implied that application of the interpersonal or non-verbal communication skills would be quite beneficial for the company to communicate with the local people (Luxton, Reid & Mavondo, 2015). Moreover, the use of the translator is also quite favorable for continuing the business process. The implementation of these strategies would effectively minimize the risks with the diverse language and cultures.
e) Cross Cultural Issues in Different Contexts
In spite of the business growth by expanding business internationally, the multinational company has been facing the significant challenges due to the cross-cultural aspects. The diverseness in the cultural aspects is the major concern since the company is associated with the staffs from other countries. The issues persist since the staffs require dealing with the local customers or clients. The business management deals with the demands and preferences of the customers to deliver them satisfactory products or services. The cross-cultural aspects create the considerable challenge since the approaches are different in foreign countries. In order to deal with the cross-cultural issues, the company can develop the group-based work functions. In this group based works, people from different cultural background would receive the scope to work with others (Goodall, Newman & Ward, 2014). The effective interpersonal communication skills between them would help in bringing out the most innovative procedures of performing the business functions. The development of the interpersonal communication skills would be beneficial in this context.
f) Lack of Digital Literacy and Use of Social Media
It is notable that the growth of the social media usages has transformed the business communication process in a drastic way. However, the focus on this case study implies that many employees and customers from foreign countries are not quite aware of the social media use. Moreover, they even lack the adequate knowledge about the digital mediums for the communication purposes. It is one of the drawbacks for the business development. However, it can be suggested that arranging the proper awareness program with proper demonstration of the use of social media can facilitate the effective communication process. The business clients or customers would receive the sufficient knowledge of using social media and digital means to express their views and expectations in terms of purchasing the service or products (Zautra et al., 2017). The social awareness program would thus be beneficial for the company to develop the extensive knowledge about the effective communication process.
The study provides the in-depth analysis of the necessities of business communication. The case study determines that the multinational company, in spite of the international presence, has been facing the trouble with the communicational aspects. The overview of the scenario is suggesting some of the specific implications that may help the company to resolve the communication issues in future.
- The development of the digital literacy is essential for the business. It is to be suggested that proper training and development process undertaken by the company is quite beneficial for improving the communicational process.
- The promotional campaign is also much fruitful for developing the communicational process with the business clients. The customers or the business clients can present their expectations and demands from the company through this campaign (Luxton, Reid & Mavondo, 2015). It will be beneficial in understanding their demands and structuring the operational process accordingly.
- The use of the social media is one of the most fruitful strategies for establishing the effective business communication. The feedback sharing through online pages helps in promoting brands and developing the competitive position of the business.
- The management should pay attention towards arranging the weekly meeting with the staffs to develop the communication process (Zautra et al., 2017). It is quite beneficial way of conveying messages to the staffs and deriving ideas about their concerns. This two-way communication process is quite effective in developing the strategic values within the organisation.
- Conducting the survey to receive the feedback from the employees and business clients is quite helpful in identifying the areas of improvements.
- The development of the technologies, such as social media, email service, and communication tools can be helpful enough in mitigating issues with business communication.
The study focuses on the extensive knowledge about the business communication process. It is notable that the business communication is an integral part for developing the sustainable position in this competitive scenario. Each of the organisations develops the effective communication strategies to build the strengthened and sustainable position. In this study, the case study reflects the business scenario of a multinational company that is present in different countries. In spite of the sound employee strengths, the company has been facing the considerable challenges with the communication process. The identification of the good practices is signifying that the company can develop the email, social media, feedback through survey, and promotional campaigning processes to improve the communicational aspects. Accordingly, it is also suggested that the establishment of the adequate knowledge regarding the digital literacy would also be helpful in determining the effective business communication process.
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