4.1 INTRODUCTION
In this research paper various communication aspects will be discussed including
interactive communication technologies, culture within the organisation and
leadership within the organisation. Each of these sections will begin with their own
short introduction and an in-depth discussion into how they play a part in shaping
communication within an organisation with relevant examples.
INTERACTIVE COMMUNICATION TECHNOLOGIES
Interactive communication technologies have a large impact on organisational
communication, especially when one looks at the micro-, meso- and macro
organisational environments. The organisational environments relationships between
the adaptive structuration theory and the contingency theory also have a part to play
in the changes caused by interactive communication technologies. Environments are
all forces and conditions that would affect organisations strategic options, but that
the organisation has no control over. It is believed that the organisation cannot rely
solely on controlled communication but also on uncontrolled communication as well.
This would therefore mean that bottom-up communication would be required on a
micro-organisational level, while the meso- and macro-organisational levels would
work together. It is believed that the adaptive structuration theory can be used to
learn about the use of interactive communication technologies (Walther, and
Valkenburg, 2017). Implementing interactive communication technology is about
more than just deciding one day that the organisation wants it and then does it. A lot
of research and evaluation must go into deciding on when, where, how and what
interactive communication technology will be implemented.
The micro-, meso- and macro-organisational environments will be discussed further.
Micro-organisational environment
This environment consists of elements which management can control. The
environment affects different companies of an industry differently; larger companies
may be given preference over smaller companies. This environment could be the
,infrastructure: policies, rules, guidelines, and standard operating procedures of
organisations( RAHMAN, and AYDIN, 2019).
Meso-organisational environment
The meso environment, also known as the market environment, is positioned
between the micro and macro environments and is where the organisation operates.
Examples of the meso environment could be staff hand-boos and quality systems.
The meso-environment consists of six important factors which are: customers,
public, competitors, marketing intermediaries, suppliers, and workers and their union.
According to Luenendonk (2019) there are many factors which affect the
performance of a business. They can be internal such as employees, material, and
budget or external such as customers, suppliers, and your competitors. The
combination of these forces is commonly referred to as Marketing Environment. Most
businesses fail because they cannot keep up to date with the ever-evolving
advanced IT infrastructure due to their out-of-date IT policies on the meso level. An
example of this would be the advantages that social media could make on an
organisations marketing plan but cannot be used because of the organisation’s IT
restrictions. This environment helps to build and maintain a successful relationship
between organisations and customers. Similarly, the suppliers, business processes,
leave and medical policy, salaries, the general public, customers, competitors, and
business intermediaries also fall in this category (Luenendonk, 2019). A company’s
marketing environment consists of the actors and forces outside of marketing that
affect marketing management ability to build and maintain successful relationships
with target customers (Syed, and Kramar, 2009).The meso environment is an
important part of an organisation that is often overlooked or forgotten about, this
leads to the poor running of the meso environment and ultimately issues within the
organisation. In many situations the micro and macro environments are
misinterpreted and are seen as one and are often classified together under micro-
environments. The meso-environment is a difficult environment to explain and
evaluate as it is so close to the micro and macro environments that it blends in with
them in many aspects. This environment is like the metaphorical “glue” that binds the
micro and macro environments.
Competitors
, This consists of various types of competition which will be discussed in detail. The
first is brand competition where companies selling the same kind of product are in
competition to sell a product such as a television where there are various brands
producing the exact same products. The second is Product form competition which,
for example is when a person needs to decide on whether they would want a 2-door
or 4-door car.
Customers
They serve as an invaluable element in the Micro-environment as the sale of
products largely depends on consumer satisfaction. Communication with customers
is a particularly important aspect in helping with customer retention. Customers have
the chance to communicate to organisations through customer satisfaction surveys,
these help organisations determine their customers’ attitudes and satisfaction levels.
Suppliers
They could be businesses or individuals who provide resources needed by an
organisation in order to run. With the right communication an organisation can
develop a policy that puts the power of the supply chain in their hands. An
organisation needs to use a variety of factors before choosing the optimal supplier
for their needs. The environment of the supplier has a large impact on that of the
organisation.
Public
When it comes to the public, this could be anyone, any group or organisation
affecting or playing a part in the development of the organisation. Through correct
communication strategies, an organisation can develop strong positive relationships
with its external publics, thus improving the image of the organisation. An
organisation needs to monitor and deal with the ever-changing needs and opinions
of its publics.
Marketing intermediaries
Marketing intermediaries can be either a business or an individual who helps an
organisation with selling, promoting, and distributing products to customers. They are
In this research paper various communication aspects will be discussed including
interactive communication technologies, culture within the organisation and
leadership within the organisation. Each of these sections will begin with their own
short introduction and an in-depth discussion into how they play a part in shaping
communication within an organisation with relevant examples.
INTERACTIVE COMMUNICATION TECHNOLOGIES
Interactive communication technologies have a large impact on organisational
communication, especially when one looks at the micro-, meso- and macro
organisational environments. The organisational environments relationships between
the adaptive structuration theory and the contingency theory also have a part to play
in the changes caused by interactive communication technologies. Environments are
all forces and conditions that would affect organisations strategic options, but that
the organisation has no control over. It is believed that the organisation cannot rely
solely on controlled communication but also on uncontrolled communication as well.
This would therefore mean that bottom-up communication would be required on a
micro-organisational level, while the meso- and macro-organisational levels would
work together. It is believed that the adaptive structuration theory can be used to
learn about the use of interactive communication technologies (Walther, and
Valkenburg, 2017). Implementing interactive communication technology is about
more than just deciding one day that the organisation wants it and then does it. A lot
of research and evaluation must go into deciding on when, where, how and what
interactive communication technology will be implemented.
The micro-, meso- and macro-organisational environments will be discussed further.
Micro-organisational environment
This environment consists of elements which management can control. The
environment affects different companies of an industry differently; larger companies
may be given preference over smaller companies. This environment could be the
,infrastructure: policies, rules, guidelines, and standard operating procedures of
organisations( RAHMAN, and AYDIN, 2019).
Meso-organisational environment
The meso environment, also known as the market environment, is positioned
between the micro and macro environments and is where the organisation operates.
Examples of the meso environment could be staff hand-boos and quality systems.
The meso-environment consists of six important factors which are: customers,
public, competitors, marketing intermediaries, suppliers, and workers and their union.
According to Luenendonk (2019) there are many factors which affect the
performance of a business. They can be internal such as employees, material, and
budget or external such as customers, suppliers, and your competitors. The
combination of these forces is commonly referred to as Marketing Environment. Most
businesses fail because they cannot keep up to date with the ever-evolving
advanced IT infrastructure due to their out-of-date IT policies on the meso level. An
example of this would be the advantages that social media could make on an
organisations marketing plan but cannot be used because of the organisation’s IT
restrictions. This environment helps to build and maintain a successful relationship
between organisations and customers. Similarly, the suppliers, business processes,
leave and medical policy, salaries, the general public, customers, competitors, and
business intermediaries also fall in this category (Luenendonk, 2019). A company’s
marketing environment consists of the actors and forces outside of marketing that
affect marketing management ability to build and maintain successful relationships
with target customers (Syed, and Kramar, 2009).The meso environment is an
important part of an organisation that is often overlooked or forgotten about, this
leads to the poor running of the meso environment and ultimately issues within the
organisation. In many situations the micro and macro environments are
misinterpreted and are seen as one and are often classified together under micro-
environments. The meso-environment is a difficult environment to explain and
evaluate as it is so close to the micro and macro environments that it blends in with
them in many aspects. This environment is like the metaphorical “glue” that binds the
micro and macro environments.
Competitors
, This consists of various types of competition which will be discussed in detail. The
first is brand competition where companies selling the same kind of product are in
competition to sell a product such as a television where there are various brands
producing the exact same products. The second is Product form competition which,
for example is when a person needs to decide on whether they would want a 2-door
or 4-door car.
Customers
They serve as an invaluable element in the Micro-environment as the sale of
products largely depends on consumer satisfaction. Communication with customers
is a particularly important aspect in helping with customer retention. Customers have
the chance to communicate to organisations through customer satisfaction surveys,
these help organisations determine their customers’ attitudes and satisfaction levels.
Suppliers
They could be businesses or individuals who provide resources needed by an
organisation in order to run. With the right communication an organisation can
develop a policy that puts the power of the supply chain in their hands. An
organisation needs to use a variety of factors before choosing the optimal supplier
for their needs. The environment of the supplier has a large impact on that of the
organisation.
Public
When it comes to the public, this could be anyone, any group or organisation
affecting or playing a part in the development of the organisation. Through correct
communication strategies, an organisation can develop strong positive relationships
with its external publics, thus improving the image of the organisation. An
organisation needs to monitor and deal with the ever-changing needs and opinions
of its publics.
Marketing intermediaries
Marketing intermediaries can be either a business or an individual who helps an
organisation with selling, promoting, and distributing products to customers. They are
