Case Study Philips free essay sample

Describe the vertical and horizontal structuring of corporate communication within Philips. What can you say about the effectiveness of these structures in the light of the company`s repositioning around sense and simplicity and its increased focus on managing its corporate reputation with different stakeholder groups? When it comes to the vertical corporate communications within Phillips, it comes down to the idea of Prast and colleagues selecting a communication model that fits and support the culture, strategy and configuration of Phillips with themes that serves as a common reference point as stated by Prast and an example is the ‘orchestration model. ’ this is vertical because the decision comes from Prast office and it is shared across board, so it has a central function which makes it higher than the regional departments. The horizontal structure is the decentralized local communications departments which are made of teams and professionals in the local offices, which includes the human resource, finance and other important departments that engage with the stakeholders. We will write a custom essay sample on Case Study Philips or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Even though they have a common them message, they are autonomous and can find other ways to achieve the goals of central theme. When the corporate communication, is sentralized the effectiveness of the corporate reputation message will not be as effective as a desentralized, because stakeholders from different regions have different perceptions of ideology and behaviour. . To what extent do you think that process survey tools can be effectively used within corporate communication in other multinational corporations? Are these tools applicable to any type of multinational or does their effectiveness depend on characteristics of the corporation, such as its size, strategy or culture? The process of survey tools can be very efficient, but the outcome can vary from company to company and also on how it is been used. In Philips case the survey tools was to reflect the wider emphasis on standardization, optimization and measurement within the engineering culture of the company. It also helped in making the corporate communication processes more visible and consistent across the company and strengthened the accountability of corporate communication by improving its performance and delivering results. When discussing if tools are applicable to any type of multinational company or not I would say that it also is dependent on the size of the company. A simple survey amongst the employees to see what they currently feel towards the company is more applicable to a smaller company than a large company. It is also much easier for employees to voice their opinions in a smaller company. To have an arena for the employees to voice their opinion is important regardless if it is a big company or small, this to make them feel like they are a part of the company. This also makes it easier for the company to have the employees work in tune. A good example is First Capital Connect (FCC) which is a train operating company in UK. Their results of a staff survey showed the need for an internal campaign to change the culture. Objectives were set to engender a feeling of belonging to FCC among staff to ensure that they felt valued and to develop a two-way communication empowering staff to deliver excellent customer service. A campaign was built and was successful. Employees felt engaged and empowered staff to deliver good customer service. The campaign also resulted in a significant reduction in train delays and an increase in overall customer satisfaction. (Tench and Yeomans, 2006) Through this example one can draw a conclusion in that the effectiveness of the survey tools are depended on the size, strategy and culture of the corporation.