The relationship between innovation and learning is a topic that has attracted the attention of many researchers. Successful innovation is defined by the integration of different but corresponding types of knowledge from a broad category of sources.
Learning, on the other hand, makes a contribution to innovation by augmenting the depth and capacity of the available knowledge hence improving the potential for more innovations to be made.
According to Starbucks et al (2008), inter-organizational learning enhances innovation by increasing the willingness to explore new ideas and develop new products in the firm . For the learning process to be successful, there is a need for the corporation among the members of staff in the organization or at least those who are directly involved in the decision-making process.
There are different barriers related to alliances that contribute directly to the process of learning and innovation. One of these is the interpretation barrier where each individual has their own way of interpreting ideas which, sometimes, might be wrong (Starbucks et al, 2008). Interpretation involves expressing ones insights in words or through actions.
In most cases, people prefer to stick to their own interpretations. However, they may end up being persuaded to change when they are convinced of the shortcomings of their interpretations. This mostly affects the relationships in terms of social knowledge processes.
The other barrier is the intuition barrier which involves the psychological phenomena that come up as a result of the individual perception of the environment. This, according to Dierkes (2001), includes attributes such as; biasness, lack of motivation, fear of disadvantages, and personality or identity issues .
These barriers most of the times tend to determine relationships between people as well as their compatibility. They define the characteristics of individuals and explain why some people do stuff in a certain way and why they do not do some things. Some people fail do take some actions not because they are wrong but simply because their personalities does not match up with the actions.
This explains the hardships experienced in learning alliances. An example of this is whereby a person would disagree with a newly developed school of thought not because it has moral problems but because their conscience cannot understand the whole idea. The result of this is non-compatibility problems which eventually leads to the severance of the alliance or the falling apart of the same.
Milburn (2010) suggests that the experience at cooperating is essential to the management of collaborative ties in order to benefit from the resulting interdependencies and avoid various organizations difficulties associated with partner characteristics and alliance outcomes . This element explains why there are some organizations that perform well in alliances while others are better managed solely.
The continuation of specific mutual capacities comes in handy when trying to establish the reasons behind the close collaboration elements in the attempt to develop superior capabilities at managing particular organizational forms such as alliances (Starbucks et al, 2008).
Dierkes (2001) further indicates that, collaborative knowledge has effects of the firms abilities to take part in tactical alliances which enable the understanding and adoption of appropriate procedures and mechanisms for; knowledge accumulation, transfer, interpretation and diffusion and ultimately learning and innovation .
References
Dierkes, M., 2001. Handbook of Organizational Learning and Knowledge, University Press, Oxford
Milburn, P., 2010. The Role of Programme Directors as Academic Leaders. Active Learning in Higher Education. 11, 87-95.
Starbuck, W. H., Holloway, S., Whalen, P. S., & Tilleman, S. G., 2008). Organizational Learning and Knowledge Management, Edward Elgar Pub, Cheltenham, Glos, UK
The relationships developed by businesspeople and their customers determine the success of different companies. Many companies that embrace the power of Customer Relationships (CRs) emerge successful. The decision to use various Customer Relationship Management (CRM) programs has made many organizations profitable (Fishman 19).
Many retailers have established their competitive advantages using effective CRMs. Retailing companies should embrace the power of CRM in an attempt to emerge successful. CRM is a critical practice that promotes the best strategies and ideas. Such ideas have the potential to make different firms successful (Schermerhorn 13). This essay explores the nature of different CRM programs practiced by three retailing companies.
Wal-Mart
Many American multinational corporations use powerful strategies and practices in order to retain their customers. Wal-Mart attracts more customers using its powerful CRM strategy. The company has a website that makes it easier to provide quality customer services and support.
The firm expects every client to open a new account. Such accounts make it easier for every customer to ask the required questions and give his or her feedbacks. The companys Support Team offers the best advices and tutorials to guide every customer (Fishman 38). This approach has always supported the companys clients.
A huge number of customers will buy new products after visiting the companys stores. This is the case because the company provides the best customer support. The company has created several departments to fulfill the changing needs of different customers. Every department deals with its customers in a professional manner.
Such departments ensure every customer gets quality services and products. This strategy has continued to support Wal-Marts CRM. The companys website has an effective Ordering Service (OS). This service provides relevant information to the targeted customers (Fishman 49). Every customer can get the required information about every specific product (Fishman 57). This strategy has improved the trust of many customers in the company.
The company also embraces a powerful concept called Marketing and Fulfillment Strategy . This concept makes it easier for Wal-Mart to market its products at friendly prices. The company uses lower prices in order to compete with other firms such as Nordstrom.
The company also offers numerous and diverse products that can fulfill the changing needs of its clients. The 4Ps of marketing (Product, Promotion, Price, and Place) have also made Wal-Mart a competitive player in its industry. Wal-Marts marketing strategies also attracts more clients (Schermerhorn 23).
Wal-Mart is currently using new tactics to support its customers. For instance, the company is embracing to power of social media in order to emerge profitable. The company informs more clients about its superior products and services. The firm uses different social media platforms to inform its customers about its new products and services. Every department informs its customers about the companys new prices. Wal-Marts Retention and Loyalty Programs has been critical towards promoting its performance (Fishman 73).
The company supports its customers using the best strategies. For example, the firm reduces its prices in order to attract more customers. It also restocks its shelves immediately in order to offer more goods to its consumers. The firm also focuses on the changing demands of its customers. The above practices have redefined Wal-Marts CRM.
Amazon
According to many studies and reports, Amazon has remained a leading provider of competent services and support to its clients. The company has always satisfied its customers with new marketing strategies and business practices. The first aspect of its Customer Relationships Management (CRM) strategy is its ability to provide the best shopping experience (Buttle 49).
This approach has made it easier for Amazon to attract and retain more online shoppers. Amazon considers several ideas and practices in order to achieve most of its goals (Buttle 17). The first strategy is to understand the changing needs of its customers. This approach has encouraged the company to increase its product offerings (Buttle 54). The company also offers useful information about its wide range of products.
The company also encourages its customers to create new accounts using its website. This practice has made it easier for its customers to monitor their purchasing behaviors. The company uses the collected data to improve its services and practices (Schermerhorn 31). The company also communicates with its clients using various methods such as messages, social media sites, and e-mails (Schermerhorn 45).
This practice has attracted more customers to the company. Many customers are currently using Amazon.com as a powerful source of credible information about books, magazines, music contents, and consumer products (Buttle 84). This approach continues to support the companys future goals and expectations.
The company maintains a high level of trust with its customers. The firm avails numerous reviews and suggestions to its customers. Such reviews make it easier for consumers to make informed decisions before purchasing their favorite products. Customer ratings and comments have encouraged more customers to select Amazon as the best business partner.
The company also gives appropriate discounts. Such discounts encourage more customers to purchase their products from Amazon. Every faithful customer gets timely updates from the companys departments (Buttle 44). This practice has made it easier for Amazon to achieve its business goals.
Free shipping is also a common practice at Amazon. Many customers have purchased their music and books from Amazon because it offers free shipping services. Every customer expects the best services. Shipping makes it easier for more customers to trust this company (Schermerhorn 52).
Such customers have trusted the company because it delivers every product within the specified period. This approach has made Amazon an admirable business partner. This practice has also increased the loyalty of its global consumers (Buttle 75).
More Americans have been shopping online within the past one decade. Amazons decision to market its products online is something that fulfills the changing demands of its customers. Many customers have remained satisfied thus supporting the companys performance. Many customers prefer Amazon because it offers the best customer support and experience.
The practice will eventually make Amazon a leading competitor in its industry. Many customers will also be purchasing their products online in the future. This practice will eventually promote the companys business strategy.
Dunkin Donuts
This firm has over 10,000 franchise outlets across the globe. The firms goal has been to improve efficiency and offer quality services to its customers (Buttle 105). The companys powerful Customer Relationship Management (CRM) strategy has always played a positive role.
Dunkin Donut has opened numerous stores in order to address the needs of its customers. The company uses franchises in an attempt to offer the best services. The company embraces new improvements in order to emerge successful. This practice has identified the major challenges and obstacles that affect the quality of its services (Buttle 47).
The firms Franchise Support Group (FSG) identifies the major weaknesses and grievances raised by different customers. The company encourages its Customer-Service Representatives (CSRs) to attend school. This practice has made it easier for the company to address the major issues affecting its customers.
The company always identifies new strategies and approaches in order to improve the services availed to its consumers. This practice has encouraged more customers to purchase their sandwiches and coffee from the company. Every FSG works hard in order to create a mutual relationship between the company and its customers. The approach equips more customers with the best knowledge about various products (Schermerhorn 83).
The companys website also helps such CSRs to deal with the challenges affecting various customers. The company is currently providing its services and foods to many customers using its online presence. This strategy has made it easier for the company to attract more clients. New teams have emerged in different departments. Such teams have been providing the required support to every customer.
The firm provides the best information to its customers and stakeholders. Every complaint presented by a customer becomes a major opportunity at the company (Buttle 63). Dunkin Donuts uses such complaints to make new procedures that can improve the quality of services availed to its future customers.
Communication has also become a powerful practice at the firm. Every individual can deal with the issues making it impossible for Dunkin Donuts to achieve its business goals. The company has identified new programs to reward its faithful customers. The organization monitors and analyzes information in order to produce better ideas.
The firms Customer Service Center (CSC) is full of competent and well-trained professionals who can address the issues raised by different customers (Buttle 49). This practice has made it possible for Dunkin Donuts to become a leading player in the American retailing industry.
Positive consumer interactions are also evident at the company. The company identifies new strategies and technologies that will deliver quality services to its customers. Dunkin Donuts also liaises with various companies and partners in order to improve the quality of services availed to various customers.
The customers are also encouraged to be part of every decision-making process at the company. This approach has addressed many challenges that might affect the firms competitive edge (Schermerhorn 94). The managers and leaders embrace the power of teamwork at the company. The practice has made it easier for Dunkin Donuts to become a leading player in its industry.
Comparing and Contrasting the Three Companies: Best Practices
The practices embraced by these three companies explain why CRM is a powerful concept. The discussion identifies the strategies and practices embraced by various organizations in order to emerge successful. Wal-Marts CRM has attracted more clients thus making the company profitable (Fishman 102).
However, Wal-Marts business strategy does not monitor the purchasing behaviors of its clients. Amazon has a meaningful CRM strategy that improves the level of interaction with its customers. The company has opened numerous stores to offer convenient shopping experiences to different customers. Dunkin Donuts has embraced a powerful model that addresses challenges and promotes its competitive advantage (Fishman 109). Dunkin Donuts internal strengths have dealt with various problems affecting its performance.
That being the case, these three companies use effective CRM strategies in an attempt to support their business models (Buttle 81). Wall-Mart should therefore borrow new concepts and ideas from Amazons CRM in order to achieve its potentials. Dunkin Donuts can also use its online presence to promote its business performance.
Works Cited
Buttle, Francis. Customer Relationship Management: Concepts and Tools. New York: Routledge, 2004. Print.
Fishman, Charles. The Wal-Mart Effect: How the Worlds Most Powerful Company Really Works, and how Its Transforming the American Economy. New York, Penguin Press, 2012. Print.
Schermerhorn, John. Exploring Management. New York: Wiley, 2013. Print.
Microsoft and Apple are among the household names in the world of Information Technology (IT). These companies have enjoyed a healthy relationship initially, and as such shared technological ideas of mutual benefit. However, in the late 1980s their relations strained, culminating into a legal battle.
Importantly, it is hard to mention Apple without recognizing its influential CEO and the co-founder- Steve Jobs. He is basically behind the success story that is Apple.1 It is against this background that the thesis of this essay is framed. As such, this essay focuses on the Apple-Microsoft controversy and analyzes the personal traits of Steve Jobs that led to Apples success story.
The controversy between Apple and Microsoft that culminated into a legal battle did single-handedly strain Apple-Microsoft relations, lasting for almost a decade before the former, as an afterthought, financed Apple with $ 100 million in 1997. The legal battle between the two was related to copyright infringement. In a lawsuit, Apple had accused Microsoft of violating the copyright licensing agreement by adopting similar visual GUI elements and operating systems (OS) in its units.2
Some critics read malice of Apples actions, believing that their battle was out to gag its competitors by trying to acquire the entire intellectual property rights over the desktop metaphor for computer interfaces, and perhaps all GUIs, on personal computers. 3 In the long run, and after four years of legal battle, Apple lost most of its claims.
The only features that were found to be infringing on the copyright were the folder and trash can icons which were adopted in HP computers. Filed in 1988, the case lasted for almost half a decade, and subsequently followed by an appeal attempt which was denied by the Supreme Court.4
Apple and Windows were initially in a good relation and at some point they shared ideas of mutual benefit. As such, it was not surprising that Apple approved Microsoft to specifically incorporate some of its GIU elements in its software- Windows 1.0. However, with the development of an improved version- Windows 2.0, Microsoft purportedly adopted some extra features from its partner e.g. the ability overlap window.5
This is what prompted Apple to take the battle to Court and subsequently annexed extra claims after the development of a third generation- Windows 3.0. In its details of the copyright document, Apple was interested in protecting the Macintosh OS holistically by exploring the look and feel idea, believing that this would cater for each entity of the interface.
Such elements like the existence of windows on the screen, the fact that they are rectangular, the fact that they are resizable, and the fact that they have title bars were believed to have been catered for in the license. 6 Following a standout at the Court, the judge ordered that Apple presents all the GUI elements that were purported to have been copyrighted.
As a result, Apple compiled a list of 189 GUI elements believed to have been breached by Microsoft. However, the jury ruled in favor of Microsoft after highlighting that 179 of the purported elements were genuinely obtained by Microsoft as per their initial agreement. Moreover, the other elements were declared non-copyrightable since they were either counterfeited by Apple or had no alternative ways of expressing them.7
The software fraternity developed a keen interest on the case and as such they elicited mixed reactions with some casting Apple as a villain, trying to use the courts to negotiate its dwindling market. Others thought that Microsofts behavior was unethical, accusing it of flouting their initial agreement and taking advantage of a loophole in the look and feel agreement. The court on the other hand played into the hands of Microsoft by shallowly exploring the look and feel idea.
Some legal minds thought that the suit would have swung in Apples favor had it been filed as a patent issue. Nevertheless, Apple had not patented its software as a new invention vital in comprehensively protecting its look and feel idea. As such, Apple has continued to explore some other elements from Macs OS.8 To this end, it has adopted the Quichtime player and Media Player among other features. Importantly, by doing this, Microsoft is not breaching any intellectual property law.9
Steve Jobs represents an iconic figure in the world of Information Technology. His contributions in this sphere are simply unprecedented. From Apple II, incorporating a mouse and a keyboard, the Macintosh, fitted with a graphical user interface (GUI), to the current version of multifaceted gadgets e.g. iPhones; Jobs innovations have truly metamorphosed the IT world. Importantly, he is the co-founder and the CEO of Apple Computers.
Behind these extraordinary successes we see a man portraying unique personal traits that are perhaps the reason that he is successful. Against this backdrop, we are tempted to ask ourselves what are these personal traits that make him remarkably successful?
At the heart of his successes Steve Jobs exhibits an intelligent sense to design. He boasts abilities to redesigning seemingly complicated mechanisms into something simple, leaving its users perplexed and completely satisfied. He partially owes these abilities to his step-dad- an automobile assembler, who natured him to embracing good designs. His exposure to the world of electronics at a tender age with Hewlett-Packard (HP) being his mother company functioned to sharpen his skills.10
As he developed further into the industry, his traits were further exposed, portraying what is referred to as High Conflict People (HCP) traits.11 These people are difficult to deal with in any form of relationship. They basically attack and blame their surrounding environment (people). To this, they could combine a lot of all-or-nothing thinking, unmanaged emotions and extreme behavior. 12 This is a perfect recipe for failure.
Surprisingly, Steve harbors all these combinations; however, he has succeeded against all odds. Vitally, he positively uses this trait to push his managers beyond the limits to achieve better results. Also, he exhibits other characters which mask the negative effects of HCP.
One interesting character that led to his success is that he is always focused, and as such he reduced Apples broad line of products to four amazing products that consequently developed into the iMac, the iPod, the iPhone and the iPad. 13 Another important personal trait is that he harbors an incredible instinct for collaboration. As from a tender age, Jobs was brought up in a collaborative environment at his home in Silicon Valley and later on at a communal apple orchard. 14
He embraced a cordial relationship with HP, a company that offered him a platform for him to express his ideas. He benefited from his willingness to learn from others and while his peers chose to specialize he maintained his calm and collaborated.15 He uses this ability to bring competent personalities on board to help improve the company.
In a conclusion, the Apple-Microsoft battle ruined the relationship between the two companies. The much affected company was Apple who lost the legal battle and considerable market. Had it patented its software, Apples story would have been different. Even so, Apple enjoys a celebrated personality in Steve Jobs whose personal traits that include a sense to focus and an incredible instinct to collaborate has led to its success.
Bibliography
Andrews, P. Apple-Microsoft Lawsuit. Chicago: University of Chicago Press, 2011.
Bill, E. Lessons from Steve Jobs Biography: HCP or Collaborative Leader? LCSW 5, no. 7 (2011): 89. Web.
Booth, Cathy, and Jackson David. STEVES JOB: RESTART APPLE. New York: Pantheon Books, 2012.
Elkind, Peter. The trouble with Steve Jobs. London: Sage Publications, 2008.
Evans, Jonny. EMI, Apple Corps deal good news for iTunes? MacWorld. April 12, 2007.
Fisher, Lawrence. Xerox lawsuit against Apple Computer Over Macintosh Copyright. New York: New York Publishers, 1989.
Hertzfeld, Andy. The Original Macintosh. London: Sage Publications, 2012.
Kreps, Daniel. McCartney Says Beatles Going Digital in 08, New Alice in Chains Album, Queens of the Stone Age Booted From Rehab Clinic . Rolling Stone. November 14, 2007.
Linzmayer, Owen, and Chaffin Bryan, This Week in Apple History. New York: Vintage Books, 2004.
Lohr, Steve. Creating Jobs. New York: New York Press, 2012.
McCracken, Harry. Steve Jobs: Mourning Technologys Great Reinventor. Chicago: University of Chicago Press, 2011.
Pollack, Andrew. Most of Xeroxs Suit Against Apple Barred. The New York Times. 2008. Web.
In the world of nowadays the most successful businesses are built on the excellent relationship with the customers. Client oriented businesses prove to be the most popular and the strongest competitors in their markets. The biggest and most renowned business awards of Europe, America and Australia consider the companies customer focus as one of the most important criteria for business evaluation.
In order to for companies to create the best relationship with their customers, achieve high loyalty and earn new clients it is not enough to just be polite with. Businesses of all kinds employ experts to work out special techniques and strategies helping them to work specifically with their client base, fulfill and predict the needs of their customers, provide the best customer care, and promote the services for the new customers.
In the contemporary world where every market field is filled with competitors fighting for the customers it is very hard to have high loyalty and save the reputation of a high quality business. Only the most flexible and constantly developing companies manage to stay on top and remain popular in the rapidly changing world of business and trades.
Customer relationship management is gaining its popularity on the contemporary business arena. Many modern companies started to employ customer relationship specialists to heighten the revenues, create opportunities for targeted marketing and achieve highly effective customer focus and client loyalty. Customer relationship management is a diverse field; it includes multiple strategies, models and programs.
Customer relationship management also known as CRM is based on the processes the companies use to achieve better organization of their contacts and connect them with the current and future customers. CRM works through widening customer knowledge and providing customer retention. Customer knowledge includes various aspects such as personal information about the clients, their names, locations, preferences, age and gender.
Basically, client knowledge should be based on whichever features of the customers are the most important for the companys business. The better knowledge the company possesses, the more qualified services it is capable of providing. Customer knowledge provides the businesses with opportunities of approaching the clients and working out the best strategies to fulfill their current and projected needs.
Besides, customer knowledge contains customer history, it allows forming customer databases, analyze them to get a better idea of the kinds of services that could be launched or improved. To accumulate this information the companies participate in mutual communication with the clients by means of phone calls, fax, questionnaires, emails, and website forums. Customer feedback is highly important for the successful customer relationship management.
This is why responses, complaints and advice of the customers should be regularly monitored and analyzed. Statistically, the majority of contemporary businesses tend to lose at least ten per cent of their customers every year. This happens due to the lack or flaws of customer relationship management.
In order to present the customers with the best services the managers of any business need to develop a capacity to view their company and its products and services from the perspective of the customers. CRM works though employees, technology and process. Its main focus is the retention of customers; additionally, it serves to attract new clients. CRM strategies are designed to individualize the relationships between companies and their customers.
One of the worlds best users of customer relationship management is the company called Vodafone. This company was founded in 1994, it works within Mobile Telecommunications industry and focuses on providing mobile networks and telecom services. At the moment the company has about ten thousand employees. Vodafone currently operates in twenty five countries and is the worlds leading international mobile communications company.
Vodafone constantly works n improvement of their customer services and relationships. Recently they successfully launched their new contacts manager. This projects focus is to replace four contacts management systems, which were employed before, with one manager carrying out the combined functions. This project is called the new CRM or NCRM (Vodafone, par. 2).
Its main goals are to increase the customer satisfaction, create a single and easy tool managing information, improve and promote the companys image and decrease the time it takes various departments to process various requests and services. NCRM is now installed in all the Vodafone call centers. This new system created satisfaction among the customer managers and as a result, improved he customer relationships.
The benefits Vodafone gained from the installation of NCRM are the faster response to requests and complaints due to the unified contact database and management of client contacts, improved customer knowledge, better handling and report of production indicators and quicker and more successful evolution of the system. Vodafone contacts its customers through fax, mail, phone, internet, email, face to face, this way it created a three hundred and sixty degree customer view and service oriented architecture.
Vodafone approaches each of their customers individually and provides them with services, advice, clarifications and help whenever needed. The advertisements employed by Vodafone also demonstrate their customer orientation.
One of the negative aspects of Vodafones CRM is its excessive thoroughness expressed through frequent phone calls to the customers with irrelevant offers and multiple questions. It is suggested that Vodafone employs instant messages or emails to recommend their offers or inform the customers about bill payment.
Another interesting example of CRM employment and utilization is Lush Cosmetics, a well known international hair, skin and body cosmetic provider. Lush is a UK based company, it was founded in 1994. The company manufactures and retails hand-made cosmetics. Lush is environmentally friendly and always emphasizes that none of its products were tested on animals. The company currently operates retail specialty stores in over forty five countries.
Lush stands out among all the other cosmetic providers because of its unique approach to their customer relationship management. First of all, Lush has worked out their individual presentation style that works through the involvement of the emotional side (Dibeehi, par. 1). Their propositions and advertisements are built in a way where sales are not emphasized. Instead Lush provides tips, advice and instructions about their products, research, strategies and findings.
Lush advertises by means of education and information. This always leaves the customer feeling special and individually approach. Lush speaks to its clients as if to good friends quickly removing all the communication barriers and establishing joyful and relaxed atmosphere.
Lush is also very constant and focused when it comes to the customer relationship management. Lush managers earn their customer loyalty by providing unique products, having a system of notifications and announcements about the freshly made batches of cosmetics and constantly widening the range of their production so that clients are always intrigued by innovations.
Another company that successfully utilizes customer relationship management is American Express. It is a world renowned multinational corporation managing financial services. This company was founded in 1850. Today it is one of the largest card issuers in the world that operated over one hundred and two million cards. American Express operates in one hundred and thirty countries and has over sixty three thousand employees all over the world.
The company is innovation oriented; it is known to have a special social proposition channel where various concepts and ideas are posted. The channel is transparent, the visitors can vote for the best ideas and then the managers collect that data and process it. American Express has recently released several products that were inspired by the propositions from the companys social channel.
This is an excellent way to demonstrate the companys attentive monitoring of the social opinion and flexibility towards the desires of the users and employees. Over the last two years seven of such products saw the world. Besides, the company has its Relatinship Care service, which helps the employees learn more about the behaviors and preferences of their customers to make better and more individual recommendations (Krishnan, par. 7).
American Express currently works on ways of engaging its customers into the creative process, so basically anyone with a worthy idea could participate in the innovation process of the corporation. Such approach would raise the social trust to the company and improve the customer relationships immensely.
All of the three presented companies employ different CRM strategies focused on the improvement the companies interactions with their clients. All of these companies employ call centers and phone communication in order to reach out to their customers and consult with them about various subjects, inform them about different news and offers, suggest new services, advertise, instruct and educate. Other means of communication such as web, fax and mail are also employed.
This strategy is effective, but can easily be overdone. When a company calls too often or sends out too many emails this starts to bother, annoy and tire the customers, as a result the strategy stops demonstrating integrity and care, but starts to create an atmosphere of unsettlement and pressure.
This way a company may start losing the customers instead of keeping them. Vodafone is an example of overly active application of this CRM strategy, their customers receive too many phone calls. Lush makes an emphasis on lively and cheerful email advertisements with seductive proposition designed in an intriguing way and making the reader stop whatever they were busy with before and continue to read the information or news from Lush.
Their in-store strategy is similar, the sales people are well trained, have deep knowledge of the Lush products and are always ready to provide the customers with information, and help them make a choice. Strategy employed by American Express is quite unusual and very engaging.
At the moment, it creates transparency and makes the process of idea generation visible. The idea of involving clients into the process of project generation is truly brilliant. If thought through and organized properly, this strategy may increase customer loyalty and integrity by means of creating a feeling of closeness and exceptional attention towards the customers from the side of the corporation.
The success all of the three companies earned internationally is the best indicator that their customer relationship management strategies work very well. Vodafone is the worlds leading international mobile operator, Lush is one of the well known environmentally cosmetic brands, and American Express owns the title of one of the worlds biggest financial services corporations.
Propaganda is presumably fabricated information with no evidence, but it influences the way society behaves and responds to different issues. The perspective that the public has towards opinions or ideas is partly influenced by propaganda. Nowadays, propaganda influences the masses in politics, religion, business, social changes, and even gender perceptions and relations. The Propaganda is a masterpiece book written in 1928 by Edward Bernays.
The book combines social science and the power of mass psychological influence to control the public on different societal issues. The book is an exploration of psychological manipulation on the use of propaganda to influence the public in political campaigns, social, behavioral change, gender issues and responsibilities, business, and other general issues of interest. This paper will highlight the effects of propaganda on public relations, coupled with how it affects marketing.
Propaganda and public relations
If used effectively, public relations can influence societal perceptions. Edward Bernays is known as the father of public relations for initiating and constantly changing peoples minds in the competitive market for ideas and attitudes (Johnson 2011). In the following year after World War II, Americans associated propaganda with the Germans, and they viewed it negatively. However, Edward, who regarded himself as a professional opinion maker, could influence desired changes in attitudes and perceptions of the society to achieve a general positive motive. Ries and Ries (2004, p. 78) posit that Bernays was once chosen by Venida, which was an industry leader at times, to conduct a public relations campaign for its hairnets. Moreover, he praised the Greek Coiffure appearance that was gained in using the hairnets (Ries & Ries 2004).
The masses trusted Bernays thoughts, ideas, and attitudes towards all aspects that he highlighted. The Venida hairnet campaign was meant to popularise the product and make the public believe that it was feminine. The campaign was specifically for hairnets, and the sponsoring company did not appear anywhere. This aspect was meant to prevent the wrong societal perceptions that Bernays was promoting Venida products in the market, but showing the public the importance of the hairnets (Johnson 2011).
Furthermore, Bernays campaigned for the Massachusetts legislators to license public relations; however, he did not succeed. Bernays was among the first people after World War II to influence and change government policies using the power of public relations (Bernays & Ewen 2011). He shaped and influenced public opinion and behavior to achieve his desired objective using celebrities, leaders, and other community experts that were close and had a mass voice. The aim of using the prominent societal people was to compel the public to be inclined to his ideas and opinions easily.
Through the opinions of the public celebrities, Bernays would capture and change the publics thinking and perceptions towards a certain product or belief that would limit the use of that specific product (Bernays 1928). For instance, Bernays came up with the idea that the Venida hairnets were more hygienic as compared to its competitors. Consequently, government officials were influenced, and several women bought the hairnets. In fact, Bernays further conducted the first NAACP convention in Georgia in 1992 (Kotler & Zaltman 1971).
The aim was to show the importance of the relationship between the Africans and the Americans in North America. The campaign was successful since the convention was calm, and violence was not witnessed. Moreover, in 1920, Bernays hosted an event to promote the Lights Golden Jubilee. By then, the event was meant to celebrate the 50th Thomas Edisons light bulb invention anniversary (Bernays 1928). This aspect boosted Bernayss public trust in his thirst and acknowledgments for his passion for great opinions. The lights bulb later hosted a 75th anniversary that was broadcasted on all American TV networks in 1954.
Evidently, the frequent Bernays campaign portrays how the big companies and organizations accepted the power of the public in ideas and products. It is observed that Bernays secured a contract that was aimed at defending Richard Bennetts play on sex education from police perceptions (Solis & Breaknridge 2009). In addition, he was hired by Sergei Diaghilev to urge American magazines to inform the public of the interest and fun of ballet play. All these campaigns were meant to capture the public perspectives towards the benefits of the product.
Propaganda can change, twist, and control the attitudes and perceptions of the public in a certain direction. The tools used include social media, campaigns, promotions, and prominent public opinion leaders. Apparently, if propaganda can be used in a war, it implies that it can be used to make peace (Bernays 1928).
Moreover, if the public accepts the new commercial demands with intelligence, the enterprises would ultimately achieve new ideas and standards of operations. Intelligent people can use propaganda in modern society with the minority opinion makers power to calm societal chaos and make productive opinions accepted. With this knowledge, it suffices to conclude that creative people can use knowledge in propaganda to rule, empower, and shape thoughts and responses of the states citizens (Arendt 1972). In addition, opinion-makers are always in good positions to engineer the publics consent for democratic purposes. Evidently, the general societal opinions count in all decisions for survival. For instance, Bernays gives a claim that a company must seek the publics opinion regarding the production of certain products of interest (Bernays 1928).
How propaganda influences marketing in business
In business, the most important tool for survival is the marketing strategy used. The revenue in any organization determines its position in productivity. Similarly, the volume of sales that an organization realizes is directly connected to the public demand for the products. According to Johnson (2011), constant promotions and events hosting are key elements used to earn the publics demand for new products. For instance, in the 1920s, the American Tobacco Company promoted its product using Bernays strong public attitudes change. The company organized decent young models to promote Lucky Strike cigarettes (Johnson 2011).
The models would use the Torches of freedom cigarettes, and then the press would capture the appealing pictures of women smoking cigarettes. The perception of women smoking, which was a taboo, was broken, and instead, it became a style. In addition, on the same promotion, Ries and Ries (2004, p. 84) posit that Bernays convinced women that the Lucky Strike cigarettes green pack was of class and fashionable in the 1930s. Consequently, designers and prominent stores started to acknowledge green as the best fascinating and fashionable color of the time. Through Bernays campaigns, the green color became the norm, and the majority of fashion stores and exhibitions were full of green attires that customers highly purchased (Fan 2006).
This aspect shows that the publics perception and attitude on a product determine its demand in the market. In addition, the purchasing power of a product can be influenced by campaigns, promotions, and exhibitions through media to change the perceptions towards a certain product (Leon & Maccoby 1964). Furthermore, public opinions, beliefs, and norms are greatly influenced by the dominant opinion makers in society. The Bernays product campaigns portray the power of marketing that propaganda as it changes perceptions, taboos, and attitudes of the masses on a certain product.
The masses are the backbone of the survival of any business product through public opinion. The aroused public awareness in modern business poses great competition for products in the market. Many organizations have mastered the art of social media marketing with different propaganda on diverse products and their perceptions. Therefore, businesses focus on the products beliefs that the public has with respect to the product. The continued relationship of business and the public relationship is mass production (Becker 2012).
For instance, for a product to be produced in large quantities, it must have a ready market for quick sales. Demand and supply are created, which is promoted through advertising and propaganda. For example, Bernays managed to convince the public that bacon and eggs were the classy and ideal breakfast for all Americans. This back up helped the egg industry to gain public fame, and sales escalated consequently.
The Venida hairnet campaigns convinced several governmental women to purchase the nets. Moreover, through advertising and propaganda, a campaign was carried to promote the Ivory brand bar soap (Johnson 2011). The campaign was aimed at compelling the public that the soap was superior to the other brands in all aspects. Floating soap contests were held to prove that the ivory soap would lather more as compared to the competitors soaps; hence, it was the best for us.
Evidently, the campaigns aimed at convincing the public that the different products promoted were better and recommended for use. This marketing strategy is applicable to different companies through opinion-makers and celebrities to make their products appear best for use. Consequently, the demand for the products escalates due to public preference. Therefore, propaganda is an important tool for marketing new products in the market, and it works best with frequent media campaigns and promotions.
In addition, Ries and Ries (2004, p. 112) posit that Bernays also promoted the Aluminium Company of America to convince the public on the use of fluoride in water for human consumption. The campaign was carried by the American Dental Association through the media, whereby groups were focused on creating awareness on the importance of using fluoridated water, which was healthy for human consumption. The fluoride gained market demand due to the created public demand and awareness. The effects of propaganda seem to work via mass media, where the masses are reached in large numbers (Fan 2006). The marketing strategies used by organizations in the 1930s were campaigns hosted by opinion makers, policy makers, government officials, and all influential leaders in society.
Moreover, the power of marketing in propaganda prevails in the use of demonstrations and distinct comparisons of products. For instance, in the case of the ivory soap campaign, the masses were shown the distinct floating differences between the different soap brands from disparate companies. Evidently, the masses believed in the propaganda employed to highlight the products differences. In business, the marketing policy is influenced by the general policies of propaganda.
The competition in business makes organizations fight for the available market share, which is mostly diminishing due to the entry of new players. Every organization will try to show how its products are better as compared to counterpart products from the competitors. The main aim of the print media is to change the publics way of thinking towards products. For instance, a company may try to convince the society that it is spending a lot of money on its expensive imported products. However, the company is trying to change public thinking and thoughts to believe that it offers standard and classy products as opposed to any other company in the industry. Therefore, propaganda is the general rule that is used in marketing to convince the public to consume products from a certain company.
Conclusion
Propaganda is beneficial, depending on the projected motive. The aims of the propaganda entail changing the attitudes, opinions, ideas, and beliefs of the public for a certain benefit or motive. Apparently, propaganda is the backbone of marketing as it plays a critical role in creating a products demand. Ultimately, the general motives of the initiated propaganda will determine the tactics and the techniques used in public relations. Therefore, propaganda influences peoples change of behavior, ideas, and opinions towards a certain product in the market. The decision on whether propaganda is good depends on the motive behind it. Businesses should constantly keep monitoring the publics changing attitudes about different products and their tastes in a bid to remain competitive in the market.
Reference List
Arendt, H 1972, Political Marketing and Democracy: Lying in politics in Crises of the Republic, Harvest Books, New York. Web.
Becker, J 2012, Campaigning for Justice: Human Rights Advocacy in Practice, Stanford University Press, Redwood. Web.
Bernays, E & Ewen, S 2011, Crystallising Public Opinion, lg Publishing, New York. Web.
Bernays, L 1928, Propaganda, lg Publishing, New York. Web.
Fan, F 2006, Branding the nation: What is being branded, Journal of Vacation Marketing, vol. 12, no.1, pp. 5-14. Web.
Johnson, D 2011, Campaigning in the Twenty-First Century: A Whole New Ballgame, Routledge, London. Web.
Kotler, P & Zaltman, D 1971, Social Marketing: An Approach to Planned Social Change, Journal of Marketing, vol. 35, no. 3, pp. 3-12. Web.
Leon, F & Maccoby, N 1964, On Resistance to Persuasive Communications, The Journal of Abnormal and Social Psychology, vol. 68, no. 4, pp. 359-366. Web.
Ries, A & Ries, L 2004, The Fall of Advertising on the Rise of PR, Harper Business, New York. Web.
Solis, B & Breakenridge, D 2009, Putting the Public Back in Public Relations: How Social Media is Reinventing the Aging Business of PR, FT Press, New Jersey. Web.
To adequately assess the focus on innovation that AlphaCorp is pursuing, it is worth considering the lessons learned from the companies whose cases are similar to that of the imaginary establishments. For instance, one can turn to Procter & Gambles experience in outsourcing and innovation which is very well reflected in the well-known book The Game Changer (Lafley & Charan, 2008).
It appears that AlphaCorp is making the same mistake: it does not account for innovation as a scalable practice. P&G leaders have admitted they overlooked the scalability of their innovation, too. There is no innovation to speak of when an organization does not take the scalability of its innovative practices as a point to consider, does not specifically formulate it in its outsourcing contract, and does not integrate them into its business strategy.
To generalize, what has to be done is a re-make of innovative practices. Relying on the experience of P&G, it is worth investing some time in building a culture of innovation so that all the employees, particularly the outsourced, are aware of how they can contribute to that. The innovation culture has to start with the leadership which is responsible for embedding the innovation-oriented paradigm into the culture. About outsourcing, innovative ideas can and should be looked for outside the company, for instance, through new partnerships. Such a practice can help broaden the companys capacity and create an open culture.
Alphacorps approach in Latin America
Referring yet again to the experience of other major companies, one can regard Xerox as an example of poor innovation focus. Xeroxs innovative practices have been led by science and technology rather than the consumers needs, which has served as a basis for critique (DeFillippi, Dumas, & Bhatia, 2014). Assuming that the services that AlphaCorp renders in Latin America are generally poor and are mostly concerned with customer dissatisfaction, the practices for this country would be as follows.
Considering that B&B already has a market presence in this country, it can outsource innovation by hiring Latin Americans who are aware of the local values and needs. Once B&B is already present in the Latin American market, its growth can only continue through the development of new products. On the other hand, expanding the target market requires a consumer-oriented approach, which means the company has to establish better relationships with the consumers. Relying on the consumers feedback, the company has to fix the existing service issues and only then can it start innovating. Consequently, the practices would be different for Latin America.
Future outsourcing arrangements with other service providers to ensure innovation in B&B
In general, it can be recommended that B&B engages in further partnerships to outsource innovation. Procter & Gamble has made some clever moves for that matter; for instance, the P&G leadership can allow itself to organize small meetings with representatives of different providers and, occasionally, competitors (Lafley & Charan, 2008). The competitive information is, thus, not acquired by any unsavory practices.
On the contrary: the competitors can prove to be useful, if not collaborative, while simply hinting at new ideas for development in terms of technologies and products. Another useful step to innovate while fixing the Latin American issue would be outsourcing for HR and innovation abroad. By doing so B&B would achieve what P&G has achieved: the innovation that flows from outside the U.S. and is integrated into the innovation culture that the company fosters.
References
DeFillippi, R., Dumas, C., & Bhatia, S. (2014). Genesis and Evolution of the Xerox-P&G Co-Innovation Partnership: Lessons Learned. In R. Culpan (Ed.), Open Innovation through Strategic Alliances: Approaches for Product, Technology, and Business Model Creation (pp. 121-144). Berlin, Germany: Springer.
Lafley, A. G., & Charan, R. (2008). The Game-Changer: How You Can Drive Revenue and Profit Growth with Innovation. Danvers, MA: Crown Business.
Factors impacting the exchange relationship of unpleasant goods
Some exchange relationships are maintained by reasons other than the willingness of both parties to participate in the exchange. This is especially the case where the product being exchanged is an unpleasant product. Examples of unpleasant products include the filing of a bankruptcy or a divorce attorney.
One of the factors that impact such a relationship is the factor of necessity. Nobody wants to be sick, and thus it is unlikely that a person will preserve diabetic equipment in anticipation of becoming diabetic in the future. However, people will find themselves getting the condition, and thus, by necessity, they will seek the services they would not have even thought about before they were sick. It is thus apparent that necessity, as a factor, is a great influence on the exchange relationship of unpleasant goods.
Another factor that impacts such an exchange relationship is inevitability. This factor usually guides the actions of the person who offers the unpleasant goods. For instance, it is common knowledge that death is inevitable. Therefore, due to this fact, people will always make coffins, even though it would be very unusual to see a person getting a coffin in anticipation of death. Therefore, because people have to die, the coffins maker will make coffins and wait for people to be driven by the aforesaid necessity to get them (Beniger, 2010, p. 31). It can thus be argued that the said necessity drives people towards the unpleasant goods while the inevitability of necessity drives the maker of the good to have them in his/her stores because he/she is assured of the necessity-driven market.
To have a strategic advantage in offering unpleasant goods, companies should ensure that they have messages that console their customers for their misfortunes. The company must never appear as if it is rejoicing in the misfortunes of its customers by making sales. The company may also ensure that it has sufficient data on the trends in the market of the unpleasant goods so that it would not need to have extensive advertising campaigns because they may not be received well by customers.
Abstract
An exchange relationship is particularly difficult when the goods that are being exchanged can be considered to be unpleasant goods. In such a case, some activities that determine the success of an exchange relationship such as advertising are difficult to carry out without adversely affecting the relationship. In this paper, a clear description of an exchange relationship is sought, with an exhaustive discussion of what gets exchanged in an exchange relationship as well as the factors that are necessary for an exchange relationship to be successful. The paper also seeks to clarify how an exchange relationship can create value to the items being exchanged. In conclusion, the paper gives a summary of the implications of the description of an exchange relationship and also summarizes the other discussions covered in the paper.
Meaning of exchange relationship
An exchange relationship can be described as the kind of a relationship in which a person receives a good or service, in anticipation of receiving a certain benefit in days to come as a result of the benefit already received (Larson, 2010, p. 17). An example of an exchange relationship is a situation in which diabetic patients purchase diabetic equipment with the expectation of controlling his/her sugar levels.
At the time when the patient purchases the equipment, he/she is not sure that the equipment will be able to help his/her in managing his/her sugar levels. As stated, in some exchange relationships, products may difficult to advertise/sell. Some of those products include diabetic equipment, coffins, anti-retroviral therapy drugs for HIV, etc. These products may be difficult to sell because they are undesirable products for people who do not have specific problems, and thus their demand is determined by the frequency of occurrence of certain misfortunes.
In an exchange relationship, what gets exchanged is a good/product for which a person pays a certain amount of money. The problem is that the value of the good bought is not realized until sometime later. In some cases, the good may even fail to benefit the buyer. For instance, a person who purchases ARV drugs and uses them with a poor diet may not benefit from the drugs. Thus the exchange benefits the buyer after a certain period, and this mostly happens after some conditions are met.
For a successful exchange relationship, the seller of the products being exchanged must be empathetic with the buyer. The seller should by no means appear to be glad to participate in the exchange. Some follow-ups after the exchange may also be helpful, especially in cases where the buyer needs guidance on how to use the products. On the other hand, the buyer should ensure that he/she meets all the conditions for using the purchased goods as guided by the seller. For instance, if the product is diabetic equipment, the buyer should use them properly to ensure that he/she benefits from the product.
The exchange creates value because it helps to solve problems, or even alleviate suffering on the part of the customer, and improves the finances of the seller. The customer may even get substantial consolation from the seller as he/she purchases the product.
In conclusion, it is apparent that if people ignored unpleasant products due to their nature, this will translate to more suffering on the part of the buyer. Consider a case in which a bereaved person has to purchase timber or whatever, to make the deceaseds coffin. It is therefore apparent that exchange relationships are good for society. Since the benefit to the buyer takes some time before it is realized, the relationship is often based on trust and driven by necessity. As stated, the seller needs to make follow-ups to ensure the buyer benefits from the product.
Reference List
Beniger, J. (2010). Exchange relationships in social-control systems. New York. Barnes & Noble.
Larson, A. (2010). A Study of the Governance of Exchange Relationships. Web.
Challenges and differences characterize both human and business relationships. When such differences emerge, the chances are high that the affected parties might find it hard to pursue their common objectives or goals (Adabi, Movaghar, Rahmani, & Beigy, 2012). More often than not, negotiators will be required to present their ideas and concepts in order to deliver sustainable solutions. Lewicki, Barry, and Saunders (2015) argue that competent negotiators and parties should be able to avoid three unique weaknesses. These include failing to negotiate when there should, negotiating when they should not, or negotiating using an inappropriate strategy (Lewicki et al., 2015, p. 71). The class materials have equipped me with a wide range of concepts and approaches that have informed my negotiation skills.
Suitable Negotiation Concepts and Tactics for My Personality and Style
The first driving principle that defines my negotiation philosophy is ensuring that the involved parties gain from the process (Adabi et al., 2013). This means that negotiators should be on the frontline to ensure a win-win solution is realized. After analyzing the concepts and tactics studied in class, I have realized that the integrative negotiation is the best approach that is suitable for my personality. This is the case because the approach focuses on the best measures to boost collaboration and solve the targeted problem.
Before implementing the use of the integrative or win-win approach, I always embrace the best traits that can ensure the intended goals are realized. Some of my characteristics that define my negotiation philosophy include honesty, integrity, listening skills, maturity, and systems orientation (Allen & Burrell, 2015). These skills make it easier for me to examine the targeted situation from a critical perspective. I also listen attentively, offer appropriate feedback, and empower others in order to record positive results. The concept of trust is appropriate because it has the potential to create the most appropriate environment.
As an integrative negotiator, I have developed various strategies or actions that can support my philosophy. As a person who embraces the power of a virtue ethics decision-making model, I always focus on the commonalities existing in the targeted situation. This knowledge makes it possible for me to ignore the differences because they can only worsen the situation. I have understood the importance of focusing on the unique interests and needs of the targeted participants or parties (Allen & Burrell, 2015). This approach will ensure the initiative or collaborative strategy seeks to support the needs of the participants.
Another best practice that supports my negotiation approach is the ability to acknowledge and commit myself to address the unique problems facing the involved persons. This understanding guides me to analyze the existing problems, embrace the best practices, and bring the stakeholders on board throughout the negotiation process (Lewicki et al., 2015). It is also appropriate to invent the most appropriate options in order to support the strategy. An objective principle is then developed to set the right standards.
I have also outlined a powerful framework that defines my negotiation strategy. After encountering a given conflict or problem that needs to be negotiated, I always implement my philosophy in an attempt to achieve positive results. The first step that has become part of my collaborative negotiation process is identifying, analyzing, and defining the existing problem (Adabi et al., 2013). The involved parties should be involved in order to understand the problem clearly. I have realized that the concept of depersonalizing the problem at this stage is something critical.
Another good practice focuses on the best approaches in order to identify needs and interests (Stoshikj, 2014). During the process, the unique desires and issues that might motivate me are outlined. It is appropriate to take the concept of interests of principle seriously (Stoshikj, 2014, p. 45). The role of this principle is ensuring that the most ethical or acceptable action is identified. The right thing that should be done is presented to the targeted parties.
During the process, it is necessary to monitor the unique interests and observations. This approach is necessary because the involved parties might have conflicting interests. The interests should, therefore, be understood clearly (Kirgis, 2014). It is also agreeable that the interests might change or shift throughout the course of the decision-making process (Lewicki et al., 2015). The negotiator can go further to generate various alternatives or solutions to address the problem. This analysis will ensure the most appropriate approach is embraced in order to deal with the conflict or problem.
Personally, I prefer the use of compromise. This is a powerful negotiation process that can deliver positive results when the parties want to be entrenched in their respective positions (Lumineau & Henderson, 2012, p. 389). The second approach has the potential to deliver positive results in finding a bridge solution (Adabi et al., 2013). The ultimate goal of the concept is to encourage the parties to invent new alternatives that will meet the emerging needs or expectations of the respective parties.
I strongly believe that the use of an integrative strategy can deliver desirable results throughout the negotiation process. Personally, my ultimate is always to act ethically, offer the best solutions, and meet the needs of the targeted clients (Kirgis, 2014). The integrative negotiation process appears to resonate with my ethical decision-making philosophy. I will always embrace the unique attributes of the model in order to arrive at an amicable solution.
I have gone further to identify a number of factors that have the potential to facilitate or support my negotiation philosophy in the future. To begin with, I will always begin by sharing a common objective whenever mediating a given conflict (Stoshikj, 2014). This factor can encourage targeted individuals or parties to be part of the entire process. Another factor is being confident and having faith in my strengths as a negotiator. By so doing, the strategy can support my morale and eventually deliver positive results (Stoshikj, 2014). I also understand that every negotiator should be willing to act in an empathic manner. This approach will make it easier for the individual to embrace other peoples perspectives and views. This knowledge can eventually deliver desirable results.
My Future Approach towards Negotiation
The insights gained from the class materials and personal experiences have informed my approach towards negotiation in the future. I have understood that every negotiator should be on the frontline to find the most desirable compromise that meets the needs of the involved parties. Since individuals might present diverse expectations, it is appropriate to have a powerful strategy that can be altered or adjusted depending on the issue at hand (Kirgis, 2014). By so doing, the negotiation process will be completed successfully and eventually deliver the best results.
Another best practice gained from the materials is that the negotiator should ensure the involved parties are comfortable with the final decision. The win-win approach will support the needs of the players. Practices such as effective listening, collaboration, empowerment, and guidance can be embraced in order to streamline the process (Kirgis, 2014). Negotiators who embrace these attributes will find it easier to achieve the targeted objectives.
I have acquired new ideas that will definitely transform my future as a negotiator. For instance, I will always exchange ideas and information with the targeted parties. I will commit myself and efforts in order to meet the changing expectations of the parties. The concept of motivation can encourage different players to collaborate in an attempt to deliver positive results (Lumineau & Henderson, 2012). I am also ready to embrace the power of lifelong learning. This means that I will use the best practices and emerging concepts in the fields of psychology, problem-solving, and negotiation. Consequently, I will always re-pattern and adjust my negotiation strategy depending on the intended goals.
References
Adabi, S., Movaghar, A., Rahmani, A., & Beigy, H. (2012). Negotiation strategies considering the market, time, and behavior function for resource allocation in the computational grid. The Journal of Supercomputing, 1(1), 1-40. Web.
Allen, M., & Burrell, N. (2015). Distributive negotiation strategies. The International Encyclopedia of Interpersonal Communication, 1(1), 1-13. Web.
Kirgis, P. (2014). Bargaining with consequences: Leverage and coercion in negotiation. Harvard Negotiation Law Review, 19(69), 69-128. Web.
Lewicki, R., Barry, B., & Saunders, D. (2015). Essentials of negotiation (6th ed.). New York, NY: McGraw Hill.
The establishment of relationships between an employer and the staff in a business environment is vital for an enterprises success. Such relationships should be based on both ethics and law to deliver the best companys profit results and ensure a comfortable and trusting atmosphere within the workplace. The opposition of leaders requirements combined with employees responsibilities and the need to deal with diverse individuals in the workplace impose the development of a complicated system of rules regulating such relationships.
Main body
To ensure staffs compliance with the ethical behavior requirements in the workplace, companies utilize compliance-based and integrity-based ethical codes that set specific rules of corporate behavior. Such ethical codes should be based on legal documents and not violate any rights and freedoms of employees (Nickels et al. 95-96). However, a leader needs to establish trusting relationships within the company to ensure responsibility delegation, commitment, and common interest in the ultimate result.
To achieve this level of cooperation, a manager should apply basic theories of motivation based on personality types and intrinsic or extrinsic rewards types (Nickels et al. 270-271). For example, a thoroughly utilized goal-setting theory is potent of increasing productivity, providing both employees satisfaction and the companys profit. The results of the work should be evaluated and used as a basis for job rotation that can be carried out by a quality human resource (HR) management (Bailey et al. 294). The actions of HR managers must abide by appropriate laws to ensure equality in employees selection, hiring, and training within apprentice programs.
Conclusion
In the case of coordinated work of all company divisions, it is possible to find a balance between law regulations, employees job satisfaction, and companies profit. The main issue concerning adequate workplace relationship establishment is the application of ethical principles in the specifically developed codes and trusting and respectful communication between the participants of the working process. Such an approach would be beneficial for all parties involved in business cooperation.
Works Cited
Bailey, Catherine, et al. Strategic Human Resource Management. 2nd ed., Oxford University Press, 2018.
The present work aims to identify the pros and cons of two command relationships COAs and determine their efficiency in reality. The next step to be undertaken is to issue a series of recommendations on the usage of both and to voice an opinion of the propriety of any of them.
Pros of COA #1
it is less segmented thus presupposing less subordination and control relations and less fragmentation in command;
the chain of combatant command is well-established as CDR USEUCOM exercises combatant command both over such divisions as ESEUCOM staff, USAREUR, USAFE, USNAVEUR, etc., ensuring more unified and coordinated functioning of all subdivisions and thus the success of the operation, and the joint forces commander who, despite his high, prioritized position in the COA still conducts further operational control;
vertical relations between the subdivisions are efficiently established, which is highly important in any COA:
Vertical linkages cross the echelons of command& provide the connecting structure among tasks in the UJTL across the strategic, operational, and tactical levels of war (UJTL 34).
Cons of COA #1
senior coalition commander should have more control over coalition command and allied forces not tactical control but operational control would be desired:
Coalitions are most often characterized by one of two basic structures: lead nation or parallel. In coalition operations, member nations may initially desire to retain even more control of their national forces than is generally associated with combined operations (Multinational Operations 2).
the horizontal linkages are heterogeneous, involving different types of command, which may inefficiently affect the command in that definite war operation:
Horizontal linkages involve the synchronization of a variety of tasks in time and space based on a commanders concept of operations for a mission and by joint doctrine (UJTL 34).
in dealing with joint command of any type tactical control is undesired, which is present in COA #1 and seems to be inappropriate.
Pros of COA #2
the scheme of operation and control is much more segmented, which presupposes quicker and more mobile operation;
Combined Commander is under control of both JFC and CDR USEUCOM, which ensures fewer contradictions in the process of command;
there is a separate commander for each type of force, thus providing their more efficient functioning.
Cons of COA #2
commanders have only tactical control over allied forces of all types. This may involve discrepancies in activities, resulting from lack of authority given to the commanders roles;
the scheme does not have any relations of coordination, which may also bring about a lack of intelligence work and a low level of information exchange;
there are three authorities exercising power in COA #2 who have to be well-coordinated and work jointly to achieve the common aim, which can bring about unexpected, additional challenges.
Recommendations for both COAs
COA#1 appears to be more efficient in the type of connection established between the authorities because of their varied type and normal quantity of responsible bodies. The lower number of commanders provides a higher level of unification of command;
COA #2 may be more successful in terms of segmentation for spheres of influence, as different types of military forces are under the command of their separate authorities, thus being more aligned inside but not outside.
References
Multinational Operations. Joint Publications 3-16, 2007. Chapter II, 14 pp.
Universal Joint Task List (UJTL) CJCSM 3500.04C, 2002. Web.