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Design of Communication Activities

This presentation explores various aspects of designing communication systems, including communication in value exchange arrangements, service vs. sale, transaction cost analysis, body signals in communication, web-based product seduction communication, automation of communication, and peer-to-peer networks as communication tools. Exercises are provided to delve deeper into these topics.

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Design of Communication Activities

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  1. Design of Communication Activities Dr. Terence Love Curtin University Love Design and ResearchWestern Australia

  2. Overview This presentation reviews a range of issues in designing communication systems: • What is communication? • Communication in human value exchange arrangements • Service or sale? • Transaction cost analysis • Body signals in communication • Web-based product seduction communication • Automation of Communication • Peer to peer networks as a communication tool A range of exercises are used to explore the above issues

  3. Communication? • What is communication?

  4. Communication in Human Value Exchange Exercise: • Why is communication needed in business? • Identify as many differences as you can between communications for service and product sales businesses.

  5. Designing WatchesService or Sale? An e-commerce company offers an service to design a watch using an online design system. The watches are made automatically and sent direct to the customer. • Is this a service or a sale of a product? • What communications are needed? • What are the communication issues?

  6. Coasian Transaction Cost Analysis • Every transaction has a cost • Transaction cost changes with technology • Transaction cost changes with scale (economy of scale/diseconomy of scale • Transaction changes with industry • Transaction cost changes with …..

  7. Exercise: Transaction Cost of Communication • Identify 5 situations in which the transaction costs associated with communication are important • Identify ways of re-designing communication in 3 situations so transaction cost is reduced without compromising the value that is delivered by the business.

  8. Body Signals Exercise: • List ten body signals that are hidden forms of communication

  9. Communication in Service Identify two situations (external and internal) in which each of the following forms of communication dominate: • Information provision • Learning • Data gathering • Persuasion • Personal interaction

  10. Web-based Commercial Product Seduction Process • Pre-seduction/Inducement (2-3 secs) • Negotiation (3-5 secs) • Suggestion (10-20 secs) • Reward • Captivation (6-10 secs) • Persuasion (10-20 secs) • Re-Seduction – back to 3 (30 secs – Flow state) Bakwe, C & Cunliffe, D (2003) Conceptualising the Porcess of Hypermedia Seduction (www.iade.com/sst)

  11. Exercise • Identify 6 different situations where the above communication process might be utilised. • Identify what is likely to happen at each stage if the process fails

  12. Automation of Communication Technology, particular computer network systems offers many methods of reducing transaction costs by automating communication processes. • Identify 6 ways of automating communication processes • Identify six situations in which automation of communication can reduce transaction costs

  13. Peer to Peer network communication systems • Peer to peer computer systems use the participants computers to store data and enact the information exchange processes (file supply). • A parallel system is needed to identify ‘who has got what’ • Changes transaction costs compared to conventional centralised information systems.

  14. Exercise: Identifying Possibilities of computerised Peer to Peer communication systems • Identify two radically different communication-based business processes that peer to peer offers benefits • Identify (plus and minus) the likely changes in transaction costs across the proposed systems • Identify possible ways for gaining benefits of automation through peer to peer systems

  15. Summary • Communication • Service vs Sales of Product • Transaction costs • Automation • Peer-peer communications

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