Organizational Change and Strategic Perspective
In case of Zynga Inc. the period from 1999 to 2002 was a period of significant change. The main reason for this change is the fact that globalization as well as the internet boom came around at this point of time and the awareness and fashion of social networking came across at this time. In case of Zynga, it being an online firm, these factors are extremely important for them (Pearce, 2009).
If the firm had used a zoomed in perspective, they would have considered the risks associated with globalization and online businesses. If they had used a zoomed out perspective, they would have assessed the various opportunities that it presents and embraced it. Management could have combined these perspectives and made use of them to create an effective strategy. Communication is an important aspect of socialization, business organizations, teams and even marketing or communicating to the public (Greenberg, 2003). Communication is an important part of creating relationships and networks and so utilizing these elements can help managers view the business opportunities for Zynga in a positive manner (Baudrillard, 2005).
The social media has an extremely important role to play in present times. E commerce and easy access to technology as well as tech savvy people and consumers have led to the social media being a modern way to socialize as well as to communicate. Being a part of the mass media, the social media has to be accepted as a way of communication in present times as it facilitates both one on one communication as well as mass communication (McQuail, D.: 2005). In present times of globalization it is not possible to disregard the social media as a means of communication and requires to be accepted as communication. On this basis it is very difficult to accurately state whether mass media facilitates communication or facilitates non communication.
Organizational Culture
Open culture is a suitable organizational culture where in employees are empowered and motivated. People’s perceptions are greatly changing due to borderless media as they are exposed to the happenings all around the world. They are also exposed to different cultures and this leads to the development of a broader perspective based on different ideologies and point of views. This helps in the creation of a holistic approach and wholesome viewpoints formed on the basis of the perceptions created through borderless media and this makes it important for the organization to have an open culture.
The company culture supports the organization's success as it helps improve performance (Denison, 1990). As perceptions and rigidness changes workplace flexibility becomes possible. It explains that flexibility at workplace can benefit the employees as well as the organization, by converging he differences among various diversities (Baudrillard, 2005).
The company culture limits the organization's success as it leads to loss of centralized control in the organization. The present world, with the current exposure that it receives from borderless media, focuses on workplace flexibility as a benefit and advantage to people from different walks of life and from different cultures but it is not easy to manage this and quite possible that problems spring up in the form of conflicts (Mervin, 2005).
Sustainability
Sustainability is possible in the organization through the usage of competitive advantage and CSR policies. The primary activities of the company that represent triple bottom line sustainability initiatives. The company’s sustainability activities fit well with its strategy. The level of welfare for all in the Sustainable Economy best describes the stage of sustainability of the company. The company has the greatest potential to reduce its social impacts as it is an online firm with a wide network. Three examples and description of the current impacts of the company for these examples is online presence and awareness among people about social issues, relating to the youth and inspiring them as well as helping the needy. These initiatives taken by Zynga are focused on social welfare (Official website of Zynga, n.d.).
Corporate social responsibility is very beneficial for the businesses as it involves lot of factors which help businesses to grow and innovate efficiently. CSR leads to value creation incorporated into business strategy and developing human capital and integrates business into the community (Matten and Moon, 2004). It also inspires and motivates the employees to give in their best as they are required to give better quality and additional value to the customers. In its widest categories, Corporate Social Responsibility typically encompasses issues associated with the business ethics, environment, community investment, governances, market place, human rights and workplace (Grayson, 2003). It is a firm with strong ethics and a formal CSR policy which has helped the firm establish itself in an effective manner. It is then possible for the people to view it as a responsible firm (Baudrillard, 2005). The major goal of Corporate Social Responsibility is to grip responsibility for the company’s actions and also encourage powerful impact through its activities on different types of environment, consumers, employees, communities, stakeholders and many other people of different public spheres who can also be considered as stakeholders.
References
Baudrillard, J. The Intelligence of Evil or the Lucidity Pact. Oxford & New York: Berg, 2005. Print.
Denison, D. R. Corporate Culture and Organizational Effectiveness. New York, NY: John Wiley & Sons, Inc., 1990. Print.
Grayson, D. “The CSR Brand.” Quality World, (2003): 10-12. Print
Greenberg, J. Organizational Behavior: The state of the science, 2nd ed. Hillsdale, NJ: Lawrence Erlbaum Associates, 2003. Print.
Mervin W. "Television is killing the art of symbolic exchange, Baudilard's theory of communication" Cambridge Polity 2005: 1-27. Print.
McQuail, D.: McQuail's. Mass Communication Theory (fifth edition), Sage, 2005. Print.
Matten, D. and Moon, J. “Corporate Social Responsibility”, Journal of Business Ethics, 54 .4 (2004): 323-337. Print.
Official website of Zynga. N.d. Web. 12 October 2013.
Pearce, K.J. Media and Mass Communication Theories. In Encyclopaedia of Communication Theory, SAGE Publications, 2009: 624-628. Print.
