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Georgeta Ciobanu(copyright), Comunicare corporativa - Note de curs, 2011 1 VII. Corporate Communication and Globalization
Georgeta Ciobanu(copyright),
Comunicare corporativa - Note de
curs, 2011 1
VII. Corporate Communication and Globalization
Georgeta Ciobanu(copyright),
Comunicare corporativa - Note de
curs, 2011 2
Globalization
Definition
~ the growing political, social, cultural, economic and technological interconnectedness and interdependence of the world today
Georgeta Ciobanu(copyright),
Comunicare corporativa - Note de
curs, 2011 3
Globalization - continued
Challenge:
~ make globalization an instrument of opportunity and inclusion
Georgeta Ciobanu(copyright),
Comunicare corporativa - Note de
curs, 2011 4
Globalization - continued
Markets and people become more accessible to each other
Communication technologies advance
Cultures overlap and influence each other
International trade brings about economic interdependence between many states
Shift in power from the nation state toward multinational corporations
Georgeta Ciobanu(copyright),
Comunicare corporativa - Note de
curs, 2011 5
Globalization - continued
Multilingual environment in corporations
/ terminology enables global information delivery and determines who you are on the market /
Necessary:
learn to better manage language and culture as another business process
Georgeta Ciobanu(copyright),
Comunicare corporativa - Note de
curs, 2011 6
Multinationals
Definition
Enterprises of public, mixed or private ownership, which own or control production, distribution, services or other facilities outside the country in which they are based
Georgeta Ciobanu(copyright),
Comunicare corporativa - Note de
curs, 2011 7
Multinationals - continued
Survivors of emerging multinationals (from large markets, with low-cost resources and difficulties in local environments) become highly capable firms adopting strategy to go global :
Seek to become local brands
Turn engineering assets into global innovation tools
Acquire commodities based in other countries
Develop new business models in multiple markets
Georgeta Ciobanu(copyright),
Comunicare corporativa - Note de
curs, 2011 8
Codes of conduct for multinationals
Issues:
Relations between multinationals in world markets concerning advertising, marketing, sponsorship
Labour matters (e.g. conditions of work and equality)
Environment standards (e.g. emissions, waste, safety in production)
Health and safety issues
Georgeta Ciobanu(copyright),
Comunicare corporativa - Note de
curs, 2011 9
Virtual Teams (VT)
Globalization
Advances in Technology
Need to create products in shorter time under pressure
Virtual teams
Georgeta Ciobanu(copyright),
Comunicare corporativa - Note de
curs, 2011 10
Virtual teams - definition
- Collection of people physically separated by geography, location, time
- Network of people able to work together and interact using advances in technology
- Often temporary, consisting of people with a range of skills and experiences who work in different locations to achieve a specific task in a set time period
Georgeta Ciobanu(copyright),
Comunicare corporativa - Note de
curs, 2011 11
VT – examples
Sales teams (operating across country, sharing information about customers, competition, marketplace)
Aircraft design (teams of designers, engineers, suppliers, customers)
Teams organizing events (designers, suppliers, venue staff etc.)
Georgeta Ciobanu(copyright),
Comunicare corporativa - Note de
curs, 2011 12
VT - types
Cyber or network teams
Global / geographically dispersed teams
Business improvement teams
Service teams (e.g. call centre)
Action teams (emergency situations)
Georgeta Ciobanu(copyright),
Comunicare corporativa - Note de
curs, 2011 13
VT - development
People factors
~ Organizations face shortage of skills + rise in employment costs
~ Expensive to send people to different locations for meetings and visits
~ Technological opportunities to communicate = 24 hours
~ People make lifestyle choices
Georgeta Ciobanu(copyright),
Comunicare corporativa - Note de
curs, 2011 14
VT - potential
~ recruit talent and use best brains irrespective of where they are
~ save money and time on travel
~ build new working relationships outside organization
~ offer new ways of working
Georgeta Ciobanu(copyright),
Comunicare corporativa - Note de
curs, 2011 15
Learning to work together
Meet face to face at start - Get to know each other & build relationships - Talk through task and work out best ways of
tackling
- Set ground rules & work out how you will operate - Agree on ways of communication & technology to
use
- Carry out any necessary training - Talk about trust - Plan next steps
Georgeta Ciobanu(copyright),
Comunicare corporativa - Note de
curs, 2011 16
Work together - continued
Keep in mind:
- What has to be achieved - How it fits into bigger picture - Needs of stakeholders + quality standards - The budget to which you are working - Key dates and timescales - Agree ways of working (people’s suggestions and
experiences, clear project plan, agree on ground rules, identify roles & responsibilities
- Decide how to communicate
Georgeta Ciobanu(copyright),
Comunicare corporativa - Note de
curs, 2011 17
Work together - continued
- Establish norms for responding to phone calls, emails, etc.
- Decide on ways of sharing information & dealing with problems
- Agree on common language - Clarify timescales, setting priorities and deadlines - Work out ways of reviewing progress - Talk openly about concerns - Build up a knowledge bank (skills, competencies, network of contacts, way of working, etc.)
- Talk through cultural issues
Georgeta Ciobanu(copyright),
Comunicare corporativa - Note de
curs, 2011 18
Work together - continued
Build trust
- Vital - Helps collaboration - Encourages to be open and honest - Promotes new ideas, risk-taking - Represents way of developing co-operation ~ trust comes from what you do over a
period of time~
Georgeta Ciobanu(copyright),
Comunicare corporativa - Note de
curs, 2011 19
Work together - continued
Trust comes from team members being:
- Clear about what is to be achieved - Competent - Skilled at communication with each other - Prepared to listen and tell the truth - Reliable - Calm at times of difficulty or crisis - Positive
Georgeta Ciobanu(copyright),
Comunicare corporativa - Note de
curs, 2011 20
VT - technology
Real time:
instant messaging, whiteboard, audio conferencing, chat rooms, video conferencing, email
Asynchronous :
discussion boards, file share, web share
Georgeta Ciobanu(copyright),
Comunicare corporativa - Note de
curs, 2011 21
Multinationals - continued
Multinationals tend to become
globally integrated entities
( sell goods and services, use local population for low-skill production
+
encourage research and development,
product design, using local talent
