Stability and Innovation
Organizational stability is regarded as the ability of an organization to remain firm and consistent in its efforts to achieve its long term organizational goals and objectives. Moreover, with respect to chapter 9, organizational stability also involves the aspect of providing goods and services to the potential customers in a consistent manner despite the changing legal, economic and competitive dimensions of the global marketplace (Kreps, 2011, ch. 9, p. 199).
On the other hand, organizational innovation pertains to an organization’s ability to match the changing tastes, preferences, needs and wants of the customers with the help of adaptation to latest researches, inventions, creative ideas, approaches and technological advancements. There is no arguing about the fact that organizational innovation has emerged as the key to attracting customers in the rapidly advancing business environment of the 21st century and beyond (Kreps, 2011, ch. 9, p. 199).
Tesco, which is a multinational supermarket chain based in the United Kingdom portrays the best real-life example for demonstrating exemplary organizational stability and innovation. With the advent of the digital revolution and the arrival of globalization, Tesco has wasted no time in adapting its organizational culture and structure with the concepts of continuous stability and innovation. When the leadership and management of Tesco realised that the buying behavior of its customers is rapidly transforming and they have started preferring online shopping over traditional physical shopping, the supermarket immediately focused its attention towards the development of a highly creative, innovative and technologically advanced online shopping website. The development of an e-business model based on a online shopping website did not only allow Tesco to overcome the obstacle of the rising competition but also paved way for enhancing the stability and innovation capabilities of the supermarkets chain (Koen, Bertels, & Elsum, 2011).
Ethical Organizational Communication
Before proceeding forward with the explanation of the three principles of ethical organizational communication, it is important to understand what an ethical organizational communication actually is. It is a communication process which takes place in both the internal and external environment of the organization on the basis of ethical values or on the basis of an ethical code of conduct. Kreps (2011) has explained that each organization is linked to a larger environment of organizations, which he has defined as an inter-organizational field.
Chapter ten has firstly described two primary communication activities which are as follows:
- Information gathering activities
- Information giving activities
Kreps (2011) has further stated that these two communication activities play a dominant role in integrating the overall organizational operations within the inter-organizational field. The informational gathering activities revolve around the aspect of research and development which allows organizations to select its target market of consumers before finally launching the product (Kreps, 2011, ch. 10.2, p. 222).
Once an effective research has been carried out, the organization has to move forward in the communication process by deciding the role of the employees in assisting the customers in their buying behavior or final purchase decision. Thirdly, the chapter has discussed the importance of a public relations firm in assisting the organization to achieve not only communication and marketing success but also high revenue generation. The role of the PR firm, marketing team and various advertising techniques carries significant importance in leading the organization towards unprecedented growth and success (Kreps, 2011, ch. 10.1, p. 223).
In short, the information gathering and information giving communication activities play a powerful role in making the external organizational communication process a success. These principles tend to pave way for external activities such as marketing, lobbying and advertising by allowing the organization to directly communicate with its target customers and attract them to purchase the goods and services.
References
Krebs, G. L. (2011). Communication in organizations
Koen, P. A., Bertels, H. M., & Elsum, I. R. (2011). The three faces of business model innovation: challenges for established firms. Research-Technology Management, 54(3), 52-59.
