Communication in Business
Movement / Transaction of Product /
Service
Company (internal processes) (Wholesale/Retail) Customer
Movement of Communication and
Information Flow
Successful businesses are generally good
at managing the movement and transaction of goods and services, and this is
usually manifested in a flow chart or organisation chart where the flow is
visible. However, the same is not
necessarily true of the information or communication flow. Because of the additional problems of
distance, language and differing business practices this can present a major
obstacle in international business, with businesses often not reaching their
full potential or only doing so at a great financial cost. By developing and implementing a
well-defined international communications strategy, companies can achieve major
improvements and profitable growth in international business.
Organisation as Closed System
People Added
Value Finished
Goods
Materials Sales
Machine Turnover
Money Profit
Marketing
activities such as customer service & care (customer relations), sales
& after-sales and supply chain management create customer satisfaction, or
help to anticipate and satisfy customer needs.
The focus on the customer must be across the board, it is important to
take a pan-company marketing approach, which is an open system. Information flow is therefore paramount,
both internally and externally. This is
not only difficult where there are different disciplines (functions,
departments) involved; it is even more complex when several languages and
cultures are involved. A sound
communications strategy is required.
Organisation as Open System
Communication
& culture – consistent performance through common understanding
Many businesses achieve success, managing the movement &
transaction flow of visible goods and services yet sometimes overlook the
information & communication flows.
The international market is less forgiving than the home market and
recent commercial history is littered with UK market leaders (Dixons, Marks
& Spencer, Midland Bank) who struggled overseas.
The winners
synchronise both the flows of
goods & information via consistent communication across the
organisation. They recognise that
differences in local practices, distance, language, culture & law can
confuse & obstruct this flow, firstly of information and inevitably in
trade.
Differences in
local practices, distance, language, culture & law can confuse & obstruct
this flow, firstly of information and inevitably in trade.
A coherent COMMUNICATIONS
STRATEGY reduces the risk of delay & obstruction & makes possible
cross border success.