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Organizational Communication ( Coca Cola )

Organizational Communication ( Coca Cola ). By: Adrian Verge, Tobias Sahl & Gilon Gutkin. Index. Cultural Aspects Business Communication Communication in a Global context Non-verbal/verbal Communication Coca Cola example. Communication Differences and the impact on business.

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Organizational Communication ( Coca Cola )

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  1. Organizational Communication (Coca Cola) By: Adrian Verge, Tobias Sahl & Gilon Gutkin

  2. Index • Cultural Aspects • Business Communication • Communication in a Global context • Non-verbal/verbal Communication • Coca Cola example

  3. Communication Differences and the impact on business • Cultural Values • Cultural Norms • Religion • Language (verbal and nonverbal)

  4. Cultural Aspects • Anthropolgy definition of Culture: „A way of life of a group of people...the stereotyped patters of learning beahviour, which are handed down from one generation to the next through means of language and imitation.“ 2 Problems: • Culture is often blamed for miscommunication • Overgeneralizing of practices within a culture

  5. Culture Aspect Problems • People have different habits, values and interperet things differently. • Ethnocentrism • Can be disastrous in effective communication • Try to avoid it • Overcoming it: become culturaly sinsitive

  6. Dimensions of Communication • Body Language • Relationship factors • Time, space, intimacy • Example: business card (meishi) exchange in japan • Take with two hands, always have one and

  7. Communication examples • Mr Zank: Bad ass (means bad) • Normal use: Bad ass (means good)

  8. Communication and Business • Learn the cultures of those you conduct business with • Guard against ethnocentricity • Recognize different cultural behaviours

  9. Why understand organizational communication in a global context? • Business opportunities • Job opportunities • Improves the contribution of employees in a diverse workforce • Sharing of views and ideas • Talent improvisation • An understanding of diverse market

  10. Religion • Protestant and Christians: stresses hard work • Judaism: stresses education, development • Islam: Focus on rules for social interaction • Hinduism: encourages family orientation • Buddhism: stresses avoidance of worldly desires

  11. Non-verbal Communication • Body language: • Physical closeness of people • Posture and body stance • Eye-contact (use or avoidance) • Looking in the eye is assumed to indicate honesty • In others it is seen as challenging and rude • Western and Arabic vs. South Asian • Touch

  12. Non-verbal Communication • Hands and gesturing:

  13. Verbal Communication • High Context Culture: cultures that rely heavily on non-verbal attitudes • Low context culture: cultures that rely heavily on words to express meaning

  14. Verbal Communication • Opening and closing conversation: • who addresses whom when and how • duty to speak first • proper way to conclude a conversation • Taking turns during conversations: • take turns in an interactive way • or it is more important to listen thoroughly and without comment, without immediate response

  15. Verbal Communication • Interruption: • Vocal and emotional expression • Use of silence: • Silence as a sign of thoughtfulness and respect to the original speaker • Other times, silence may be experienced as a sign of hostility. • Appropriate topics of conversation: • Money example

  16. Verbal Communication • Use of Humor: • In the West try to build immediate relationship through humor • The use of laughter can be experienced as a sign of disrespect • Knowing how much to say: • In some places, less is definitely more

  17. Business Communication; U.S. vs France

  18. Coca-Cola Example • The most recognized word on the planet after “OK”! • How do they achieve this?? • One strategy for one world • Common product, for a common need • Same strategies for different countries and different cultures

  19. Coca Cola Internal communication Management Style Employee Communication tools External communication B2C Interaction with the customer Advertiment startegy to communicate B2B Interaction with suppliers

  20. Management Style Create a good imange of the companies responsability Autocratic, democratic and (alaissez-faire) style. The ‘hands off’ approach. Coca-Cola is focused on Achieving Flexibility Through Strategic Workplace Planning Highly collaborative business team Supports the company’s work force Manages operational cost Maximizes competitive advantage.

  21. Employees Peak Performance System in tandem with more than 100 global people development forums discuss development, movement and succession plans around the world Open communication Regular dialogue Personal communication Employees can express the importants and fears Written communication Cheap, direct Company newsletters Efectively solicit and leverage innovative ideas

  22. Communication tools Diversity Advisory Council Consists of a representative group of employees from all levels,functions and business units of the organization Employee Forums Source of competitive business advantage Instant messaging Internet chat Video conferencing Big TV s

  23. Coca Cola and Suppliers • “we have a responsibility to hold our direct suppliers and bottling partners to standards no less than those required by applicable law. We also have an opportunity to support community development by purchasing goods and services from minority- and women-owned business enterprises (MWBEs).” • The Coca-Cola Company • Communication at first through online brochures • If suppliers is applicable then Coca Cola engages in personal talks

  24. Coca Cola and Suppliers • The Supplier Guiding Principles (“SGP”) - communicates values and expectations • Shared values must serve as the foundation of the relationship • Expect our direct suppliers to follow the spirit and intent of these guiding principles: • Freedom of Association and Collective Bargaining  • Prohibit Child Labor . • Prohibit Forced Labor and Abuse of Labor  • Eliminate Discrimination  • Work Hours and Wages  • Provide a Safe and Healthy Workplace  • Protect the Environmen

  25. Supplier Code of Business Conduct Conflicts of Interest -Employees of Coca Cola should act in the best interest of the Company. Gifts, Meals and Entertainment - Employees are prohibited from accepting anything more than modest gifts. Business and Financial Records - Must keep accurate records of all matters related to the supplier's business with Coca Cola. Bribery - Must comply with the U.S. Foreign Corrupt Practices Act, as well as all local laws dealing with bribery of government officials. Protecting Information - Suppliers should protect the confidential information of The Coca-Cola Company. Reporting Potential Misconduct - Should report illegal activities to the Company

  26. Coca Colas external communication(consumer) • Target Market: Coca-Cola is available in nearly 200 countries around the world. • Targeting the youth: use of celebrities, art of sponsorship. • Targeting the males: sports events • Targeting young-adults: attract in pubs and night clubs • Targeting elderly people: advertising on press

  27. “The reasonable person adapts himself to the world, while the unreasonable one persists in trying to adapt the world to himself”

  28. Thank you for your attention

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