Excellence in communicating organizational strategy PDF
Preview Excellence in communicating organizational strategy
Excellence in Communicating Organizational Strategy SUNY Series in International Management Andrezj Kozminski, Patricia Sanders, and Sarah Sanderson King, editors Excellence in Communicating Organizational Strategy Edited by Donald P. Cushman and Sarah Sanderson King STATE UNIVERSITY OF NEW YORK PRESS Published by State University of New York Press, Albany © 2001 State University of New York All rights reserved Printed in the United States of America No part of this book may be used or reproduced in any manner whatsoever without written permission. No part of this book may be stored in a retrieval system or transmitted in any form or by any means including electronic, electrostatic, magnetic tape, mechanical, photocopying, recording, or otherwise without the prior permission in writing of the publisher. For information, address the State University of New York Press, 90 State Street, Suite 700, Albany, NY 12207 Production by Marilyn P. Semerad Marketing by Anne M. Valentine Library of Congress Cataloging-in-Publication Data Excellence in communicating organizational strategy / edited by Donald P. Cushman and Sarah Sanderson King. p. cm. Includes index. ISBN 0-7914-5033-3 (alk. paper) — ISBN 0-7914-5034-1 (pbk. : alk. paper) 1. Business communication. 2. Industrial management. I. Cushman, Donald P. II. King, Sarah Sanderson, 1932– HF5718.E96 2001 658.4'5—dc21 00-046419 CIP 10 9 8 7 6 5 4 3 2 1 To our brothers, sister, and in-laws: Albert and Olga Police Anthony Police Floyd Police Sam and Patricia Police Donna and Gene Hopper, with whom we have shared many interesting discussions about achieving excellence. And to the memory of those who could not be with us today to argue their points— Fred, Jimmy, Frank, John, Rosella, Kay, Henry Joe, Esther, and June Contents 1. Excellence in Communicating Organizational Strategy: An Introduction Donald P. Cushman and Sarah Sanderson King 1 2. Stimulating and Integrating the Development of Organizational Communication through High-Speed Management Donald P. Cushman 11 3. Killer Strategies for Competitiveness: The Case at Microsoft Donald P. Cushman and Sarah Sanderson King 27 4. High-Speed Management Strategies for Competitiveness: The E-land, a Korean Multinational Yong-Chan Kim 57 5. Intersections between Crisis and Management: A Case Study B. Thomas Florence and Branislav Kovaˇcic´ 81 6. Excellence in Communication During a Crisis: The Case of Indian Point 3 Nuclear Power Plant Joseph T. Pillittere II 91 7. R&D and Marketing Strategy for Cross-Cultural Cooperation: A Cross-Pacific Study between China and the U.S. Yanan Ju 109 8. Strategies for Survival in the Global Marketplace: A Study of the Australian Pharmaceutical Industry Robyn Johnston 121 9. Beyond Benchmarking Institutional Advancement: Jump-Start to Fund-raising Excellence Rod Miller 139 vii viii CONTENTS 10. Intuition and Metacommunication Strategies in Times of Change Ernest F. Martin Jr. 163 11. The Strategic Impact of Affect on Decision-Making John Penhallurick 187 12. Training Strategies for Excellence: Selecting the Appropriate Models for the Specific Task Susanne R. Morris and Robert C. Morris 205 13. Strategies of Leadership Excellence for Corporate Survival Richard J. Dieker 221 14. A Summary and Conclusion to Excellence in Communicating Organizational Strategy Donald P. Cushman and Sarah Sanderson King 251 List of Contributors 255 Index 261 AN INTRODUCTION 1 1 Excellence in Communicating Organizational Strategy: An Introduction Donald P. Cushman and Sarah Sanderson King Organizations have goals or desired ends they want to achieve. Simi- larly, organizations have strategies or preferred means for achieving those goals. In addition, organizations utilize implementing structures or special organizational processes aimed at guaranteeing that their preferred strategies are in fact undertaken in the appropriate ways in order to achieve their desired ends. This book seeks to shed new light on the communication strategies involved in those processes by providing fourteen chapters that examine, analyze, and execute the communication strategies involved in organizational performance. For example, at the General Electric Corporation, Jack Welch in the mid-1980s, articulated GE’s organizational goals as (1) to become the most competitive and (2) to become the most highly valued firm in the world. GE’s communication strategies or preferred means for achieving these goals were (1) to become the most profitable and (2) to become the most valued firm in the world. GE’s implementing structures for guaranteeing that the preferred communication strat- egies were in fact undertaken were (1) to hold and invest in only high-growth businesses in which GE could become number 1 or 2 in market shares in the world and (2) to put in place a continuous improvement program called “workout” which could improve GE’s performance by reducing costs and increasing margins, quality, and speed to market in order to become the low-cost high-quality pro- vider of products and services for GE’s customers (Cushman and King 1997). Organizations that function in this manner rely heavily on a strategy of employing effective communication in order to integrate, coordinate, and control the information flow to all of an organization’s stakeholders, employees, suppliers, investors, and customers. For 1
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