Case Study Philips, Cornelissen

617 WordsNov 5, 20123 Pages
Questions for reflection 1. 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…show more content…
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
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