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The existence of modern organizations is mainly based upon coordination which occurs through communication, that is why it is said that the organization is a social system just .like an individual which is bound together with a system of communication (Wiener 1948) . The theories of firms are deeply rooted in the coordination advantages which are associated with hierarchical control (Thompson 1967)( Thomson 1967) along with the synergistic potential or coordinating varied kinds of numerous activities within a single corporate enterprise (Chandler 1962).
In case of Big Co’s communication network it has been noticed that as compared to men women participate in greater volume of electronic and face-to-face interactions and women do so with more diverse and larger set of communication partners. Second factor is the organizational boundaries like the office location, job location and business unit also have high influence on the factor that who is interacting with whom in the organisation. In the Big Co it has been found that in comparison to two people who share none of these categories in common and are geographically spirited by the mean dyadic distance of the sample, a pair of staff which shares same office location, business unit and job function communicates at an estimated rate which is around 1000 times higher (Kleinbaum, Stuart and Tushman 2008).
There are some views which suggest that formal structure strongly impacts the communication patterns within the modern organisations. Many survey based studies of structures within the firm have shown that the formal structure of the organization forms the backbone of actual relational structure of the organisation. For example when an analysis of four various kinds of relations were done it was found that the network of interactions between the people was more bound by the formal reporting structure within the organisation (Han 1996). Thus it is evident that formal structure does play central role in shaping the patterns of interaction between the teams within organisation. This was analysed when the effects of social capital was done on the supply chain operation of electronics company.
But at the same time the organizations Theory make some very taken-for granted assumption that within the organizations the informal structures related to information exchange , power and influence can be seen emerging. These informal structures are seen to be having influence on the interactions patterns in significant manner within the organization. Rather it is found that the informal organizational chart is found to be more consequential than the formal organizational chart (Krackhardt and Hanson 1993) (Mayo 1949).
Modern organizations have to face many challenges due to highly competitive global economy and immensely turbulent economic environment. Some of the major challenges which the modern organizations have to face in team communication are the use of information and communication technology (ICT) , organizational designs and multicultural workforce (Davidow and Malone 1992) which cater to global virtual teams (Watson‐Manheim, Chudoba and Crowston 2002) too at the same time . One very significant development which has been witnessed organisational design is the introduction of structure which is totally team-based. The best example of this is a virtual organisation whose building blocks are its virtual teams and the members of these virtual teams are dispersed worldwide (Lengel and Daft 1988) . Sharing of every kind of information and communication gets facilitated between these members of global virtual teams through advanced technology. Thus with the help of global virtual teams (GVTs) in the organisation they can utilise the best expertise by combining it with task performance despite of their geographic locations. Therefore the GVTs provide the organisations an opportunity to access a vast pool of talent and skills which will help in reduction of the development time. Thus the teams within modern organisations can enhance their lateral communication, employee participation and organizational performance through GVTs.
Despite of the above listed advantages the GVTs have to face major challenges related to team communications a compared to the face-to-face teams. These challenges range from distortion of or loss of traditional mechanisms of communication and missing out on the verbal and non-verbal cues of communication. Moreover the members of GVTs are in multiple time zones which results in complex logistics too. This results in another challenge which the team communication has to face which is building the feeling of trust amongst the team members along with that overcoming the feelings of isolation and detachment. Therefore there is found to be an increase in the complexity of team communication and teamwork due to using of ICT in global organizations like HMV and this might result in impacting the effectiveness of the organisation. Lastly the heterogeneous composition of the teams with respect to culture adds to the complexity of the teams because it is more likely that the cultural biases will distort communication to great extent.
In case of market-based strategy Market Segmentation is considered to be fundamental component where market segment is defined as specific group of customers who have distinct purchasing behaviours , customer needs and different kinds of descriptive characteristics too (Best 2000). Organisations are able to get a competitive edge by categorising the markets into various sub sectors and the target marketing efforts are being implied in order to cater to their technical as well as other needs. The best example which can be quoted for target market segmentation is the world’s leading retailers in the music and video segment, HMV which has a chain of 328 stores all across the globe. HVM follows marketing strategy which has main elements of market segmentation along with proper identification of the target markets. When HMV evaluates its different market segments it mainly takes care of three factors which are growth, segment size and structural attractiveness along with the resources and the objectives of the company (Armstrong and Kotler 2005).
Individually targeted marketing mix has been developed for targeting each segment in HMV and there are different categories of each and every music and DVD section for different target markets. All the categories within HMV meet the criterion for effective market segmentation because they can be easily identified and cater to all the varied needs of the customers as their music store is capable of providing a wide variety of music and video to the customers which is easily accessible too to the customers either through online official website or through the store which is found to be quite stable too as the reputation of HMV is well established and they are well known world wide. Thus HMV follows segmentation oriented marketing approach world wide where the social class, geographic and psychographic approaches are mainly used for market segmentation. Under the psychographic approach which is being used by HMV the attitudes, values , brand loyalty , lifestyles and the benefits sought are very vital when the market segmentation is being done so that the company can very effectively seek the target customers worldwide (Palmer 2004).
With this kind of segmentation the company needs to cater to people with different tastes and different interests who have varied preferences regarding the products. This reason why the company provides a wide variety of products to its customers so that it can fulfil the demands of variety if customers. Along with this the company also builds strong brand image which is well-known worldwide. It also follows niche marketing which involve s differentiated segmentation. This can be analysed as the company analyses the total market across the globe and emphasises on the activities to develop single marketing mix which caters to particular group within the target market an helps the company in developing strong reputation within specific filed of action (Dann and Dann 2004). With such an extensive target market segmentation HMV should have a very much culturally diverse team where it has to cater to markets worldwide. These teams need to communicate with each other in order to stay connected and they must be using varied kinds of means of communications to get in touch with each other. AT the same time these teams must be facing some of the challenges like using of ICT, multicultural workforce etc as discussed above. Managing diverse work groups is one of the toughest challenges in the modern organizations like HMV (Tsui and Gutek 1999). This kind of diverse workforces is mainly based upon the psychological features which are possessed by the team members which also includes the individual differences like the values (Jehn, Chadwick and Thatcher 1997) and personality traits (Barsade, et al. 2000) and beliefs , attitudes and preferences (Harrison, Price and Bell 1998).
To handle these kids of challenges of workforce diversity the team reward structures would be a good idea (Tsui and Gutek 1999). In such case where surface level diversity exists amongst the teams the managers face a challenge of integrating thebe tam members differing in fundamental ways. The managers can handle these challenges by developing programs which look beyond the negative impacts of surface-level diversity and looks towards their positive effects (K. A. Jehn 1995). Thus the social integration of teams which strongly affects the team’s performance can be sued for effective communication (O’Reilly, Caldwell and Barnett 1989). Since the face-to-face teams communications result in higher level of process losses due to existing communication barriers because the cultural diversity gets increased due to conflict, confusion, complexity and ambiguity of communication it posses greater challenges for the team members and leaders too (Watson and Kumar 1992). Other negative impacts which can be seen with traditional communication within modern organisations in team communications are less accuracy in communication, Translation problems and slower speech (Barna 1985).
Thus it is suggested that modern organizations should use heterogeneity and effective use of technology is needed. For example if the company uses electronic meeting systems it will result in reduction of negative impacts of diversity and at the same time it will enhance the meeting quality amongst the teams and increase the participation levels of the company. It also helps in reducing distortion in communication as well as collusion (Anderson 2000) (Chidambaram and Kautz 1993). The distorted communication between the teams get decreased because of electronic recording an display features and it also decreased collusion and increases common ground for communication along with cohesiveness and inclusion for team members.
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