Technological advancements, the internet, and the effects of globalization have brought significant impacts in enhancing the nature of communication and relationships among individuals. In light of the ease of communication, human beings use any and every available channel to ensure that they maintain constant communication among each other. Relationship building and networking skills are essential in several levels- personal, business, and community levels. In addition to improved interpersonal communication, companies have unquestionably incorporated social networking and relationship building skills into advancing the business element within the business organization. To this purpose, the development of social networking and relationship building skills has led many an employee to experience increased levels of workplace satisfaction (Owers, Pitt, and Tucker 138). Still in the business context, networking skills play a fundamental role in a variety of contexts. This includes but not limited to areas where networking contributes to increased productivity and economic functioning of that network.
Business Networking and Relationships
Leek and Canning describes business networking as “banding together of like-minded individuals’ people for purposes of contact and purpose (58)”. Leek and Canning further argue that when individuals come together, they develop a platform that enables them to exchange relationships with each other thereby improving the frequency of communication and relationship building. Increased research in the field of business relationships and public relations has led to the development of a theory in relationship management that attempts to explain issues relating to public and organizational relationships. This theory was developed based on the assumption that there exists a complex network of relationships and interrelations among organizations and therefore, management of such relationships is critical in strengthening public relations.
Undoubtedly, building strengthened relations within an organization is critical in establishing and maintaining mutually constructive relationships. These relationships are critical in many organizations such that the failure or success of these organizations is directly dependent on them. Whereas the creation of mutual relations is crucial for productivity, the concept of social networking among employees of the organization is essential not only as a tool for facilitating the communication function but also in conceptualizing the function of management, which is strategically dependent upon communication. As such, relationship building and social networking skills come into business as essential tools for combining behavioral and symbolic relationships into a single function.
Networking and Relationship Building
Networking entails the skill of developing alliances among groups, a skill that is critical for employees in different societal levels. Individuals in society get to know each other through friends or referrals from their network of friends. This is common in the employment market where knowledge, skills, and networking are so critical. Several ways exist for individuals to network and build relations be it on a group basis or one-on-one basis. Equally, there are numerous ways for building networks. This includes but not limited to participating in events, meetings, and professional occasions where one meets new people and enrolling in programs or classes related to one’s career (Gregory, Priffling, and Beck 225).
Once a network is built, the next step is to work with the network in order to obtain or solicit relevant assistance or information. One might also want to become an important source of information to the network. Achieving such objectives entails sharing ones experiences, perspectives, and providing feedback to aspects that one is familiar. Other activities involved in working with a network includes sharing resources, exploiting available opportunities, and associating or maintaining connections and contacts with like-minded individuals.
Social Networking
As mentioned earlier, the effects of technology and the internet have greatly transformed the nature with which individuals connect with one another. One area that has grown significantly is the field of social networking or online presence. This platform uses traditional networking skills coupled with the power of internet connection. Persons are able to create a virtual network or community networks consisting of both individual one has ever met and those that he/she might never meet. Examples of sites with strong networking mechanisms include Facebook, Windows Live, Yahoo Groups, Twitter, and other online community platforms. Through social networking, millions of people in the online community can have access to your network in addition to participating in forums or discussion groups irrespective of their location. Further, the chances of network expansion increase exponentially through the internet.
Other than benefitting individuals, social networks are equally beneficial to companies and organizations, particularly to corporate employees. Major corporations and companies have increasingly taken advantage of social networking sites to reach more clients. Such organizations have created pages or online forums where clients can interact or contribution valuable information or feedback through various discussion forums. Marketing strategies are heavily dependent on customer responses from such sites thereby enabling them to increase profitability and productivity.
Relationship Marketing
This concept is closely related to business networking but more or less concerns with using relationships to satisfy and retain customers. It is different from other forms of marketing in the sense that it puts much focus and value in the creation of customer relationships. It as well enhances communication with customers beyond the limits of normal advertisements and other forms of sales promotion. Coupled with the development of internet and mobile platforms, relationship marketing has increasingly continued to offer immeasurable opportunities to organizations in terms of reaching more clients and as well in opening up more networking channels. By building relationships with customers, organizations are capable of developing customized programs that suit the needs of clientele groups.
Sheth, in the future of relationship marketing, argues that relationship marketing begun as a popular paradigm three decades ago due to the need to shift focus to customer retention from customer acquisition (591). It has since developed and transformed into customer relationship management (CRM) that comprises of a hybrid of marketing relationship programs ranging from relational to transactional to outsourcing market exchanges and customer interactions. Similarly, Ward and Dagger agree with him by arguing that building relationships with customers was an unheard factor during the times of earliest merchants (281). Ward and Dagger further cite certain inherent assumptions essential for the growth and development of relationship marketing (282). The major claim is that it is fundamental to develop enhanced relationships with clients at all levels. In this perspective, Ward and Dagger found out that building a relationship with a customer calls for the need of understanding the attitude of the customer (283). They summarized this finding as, ‘the stronger the customer’s perception to business relationships, the more likely the customer is to develop a stronger relationship with the company (283).’ Simply put, building relationships and social networking skills plays a fundamental role in customer retention through relationship marketing.
Cross Cultural Communication
While relationship building and basic communication might be easy within the confines of a single culture, attaining social networking and effective communication among individuals from different cultures is a complex task in itself. Relationship building and social networking skills in cross-cultural communication coupled with the associated difficulties and frustrations is a way of life for many a person exposed to new environments. The essence of relationship building and communication skills among different cultures becomes important when an individual is exposed to a very different culture (Gregory, Priffling, and Beck 224). For instance, when an expatriate is assigned to roles in a foreign land, he/she must prepare to undertake this endeavor by learning about the new culture to facilitate adaptation and identification into the new culture. This will also be helpful in giving respect to values and traditions of other people. At such a point, the importance of sensitivity to paying attention to the needs and expectations of other cultures becomes important.
Advancements in communication technology, transportation, and elimination of political and economic barriers are some of the factors that have contributed to increased globalization. Globalization is associated with the elimination of cultural barriers due to the idea of encouraging the use of multinational teams. Coupled with the increasingly changing work environment and the increased use of virtual software, institutions have changed the nature of conducting work (Stenzel and Symons 1). According to Elmer, in cross-cultural conflict, communicating with individuals from diverse cultural backgrounds is difficult irrespective of the location (4). It calls for the need to understand and adapt new strategies of interpreting and thinking about issues in the world. This assists in times of conflict resolution and settling disputes that might arise from different cultural interactions. According to Hofstede’s cultural dimensions theory, culture presents massive barriers to communication, which subsequently affects the nature of the relationships and networks that are created from the interaction of individuals from different cultures (Luger 50). However, with the emergence of globalization, driven by information technology, social networking sites and the convergence of global cultures, has made it easier to communicate across cultures, through the creation of similar cultures across the world.
Persuasion and Social Adaptation
The success of social interactions, relationships, and subsequent networks largely depend on personal, individual, and group characteristics. These include factors like positive attitudes, efficient communication skills, the people’s capacity to adapt to different cultural/social contexts and the cultural predisposition towards such interactions. Social adaptation describes the capacity of an individual or people to live and express themselves in accord with the socially determined constraints. The social constraints may be material, spiritual or emotional, to which individuals may adapt to passively or actively. Passive adaptations to physical constraints include biological evolution as well as somatic changes, while passive, spiritual adaptations comprise psychic developments in the face of social pressures exerted by factors such as language, education and law. Social adaptation is critical to not only the creation of new relationships, but perhaps most crucially, to the survival of the created relationships and networks over a prolonged duration, through cultural and social changes.
Perhaps the most important personal attributes that contribute to the creation and growth of social relationships are (i) competency in communication and (ii) social persuasion skills. Persuasion describes the capacity of individuals to influence the behavior or attitudes of other people with the intention of accomplishing a predetermined goal. In order to persuade the audience, a communicator must gain the listeners’ attention, coupled with the careful presentation of a proposition that should be adopted and retained by the audience. Persuasion lies at the heart of creation and sustenance of lasting social relationships as well as networks, not least because of the central role that it plays in the resolution of conflicts in relationships. The Attribution Theory of social persuasion contents that individuals seek to understand and justify the validity of other people’s impressions as well as their own, before forging a consensus.
Work Cited
Elmer, Duane. Cross-Cultural Conflict: Building Relationships for Effective Ministry.
Illinois: Intervarsity Press. Print
Elmer’s books provides insightful information on building relationships among cross-cultures, and offers complete guidelines to help in solving conflicts and disputes that might arise in such cultures. By adopting the realities and personal experience of being a worker in a foreign land, the writer shows that cross-cultural communication can be quite difficult when one is exposed to new environments and it calls for thorough interpretation and understanding of the new environment.
The book is not only rich in examples of theories but also contains practical examples that must be followed to guide the process of resolving conflicts. Lessons from the book are applicable to all areas of life and professions, and it is essential for individuals who want to achieve effective communication with one another.
Gregory, Robert, Priffling, Michael, and Beck, Roman. “The role of cultural intelligence
for the emergence of negotiated culture in IT offshore outsourcing projects.”
Information Technology and People. 22.3 (2009): 223-241. Web. 25 Feb. 2012
URL: http://www.emeraldinsight.com/journals.htm?articleid=1810906&show=html
The authors in this paper present an analysis of ways in which individual members in several IT projects and other offshore projects manage to cope with the challenges of specific cultural behaviors. It also presents an analysis of how the cultural intelligence of these IT individuals enables them to negotiate their ways in different cultures. The authors of this journal have employed an in-depth and interpretive research approach that enables them to obtain credible information from research findings. The practical implications of findings from this paper help in understanding the need for using cultural intelligence to negotiate through cultures.
Leek, Sheena and Canning, Louise. “Entering and developing a service network.” Journal
of Services Marketing. 25.1 (2011): 58-67. Web. 24 Feb. 2012
URL: http://www.emeraldinsight.com/journals.htm?articleid=1906305
The authors investigate the ways with which social capital facilitates the emergence of new business ventures in different service networks. The authors base their empirical work on a case study approach whereby they feature three businesses in the service sector, with each of these businesses using different strategies to enter and undertake operations in their respective market places. Findings from their research show the need for investment in building relationships and networks amongst customers and suppliers.
Luger, Elisabeth. Hofsteede's Cultural Dimensions. Boston: GRIN Verlag, 2009. Print.
Luger presents various aspects of relationship building and networking in the context of different cultural contexts, and applies Hofstede’s cultural dimensions theory to explain different aspects of relationships. With the tendency towards stereotypes, this book explains the central importance of culture to different constructs of relationships, interpretations of language and the effectiveness of communication within different cultural contexts. It explains Hofstede’s cultural dimensions theory and applies it to explain different cultures, the relationships among individuals and the culturally competent forms of communication.
Owers, Mark, Pitt, Michael, and Tucker, Mathew. “Workplace impact of social
networking.”
Property Management. 28.3 (2010): 138-148. Web. 26 February 2012
URL: http://www.emeraldinsight.com/journals.htm?articleid=1865124&show=html&
This paper examines the influence of social networking within the workplace environment in addition to assessing its usage as an important tool for conducting business. The authors consider both the negative and positive attitudes of social networking in the workplace environment. They support the claims presented in this case with related literature. To this purpose, the author manage to address the gaps present in past literatures and provides highlights concerning the ways with which social networking technology can be used to enhance workplace productivity.
Sheth, Jagadish. “The future of Relationship Marketing.” Journal of Services Marketing.
16.7 (2002): 590-592). Web. 25 Feb. 2012
URL: http://www.emeraldinsight.com/journals.htm?articleid=855957&show=html
Sheth used this paper to present the discovery factors that led to the growth and development of relationship marketing in different fields, including academics and in marketing practice. The author uses the antecedents of history to trace the factors that might have contributed in shaping and reshaping the future of relationship marketing.
Symons, John and Stenzel, Claudia. “Virtually borderless: an examination of culture in
virtual teaming.” Journal of General Management. 32.3 (Spring 2007): 1-17. Web. 26
Feb. 2012
URL: http://students.kennesaw.edu/~kkremer1/Virtual%20team%203.pdf
This Journal combines theory with recent research findings in the field of virtual teaming to describe how teams located in different regions use technology to execute work. The authors of this journal present findings that show that the requisite competencies for attaining success in virtual learning are found in the mixture of technology, culture, and leadership.
This paper is organized in a manner that enables it to explore different literatures under different headings (technology, culture, and leadership) while at the same time enabling the authors to present their independent researches.
Ward, Tony and Dagger, Tracey. “The Complexity of relationship marketing for service
customers.” Journal of Services Marketing. 21.4 (2007): 281-290. Web. 24 Feb. 2012
URL: http://www.emeraldinsight.com/journals.htm?articleid=1612383&show=abstract
Alternatively, if you have full access this is the html version
http://emeraldinsight.com/journals.htm?issn=08876045&volume=21&issue=4&articleid=1612383&show=html
The authors cite several assumptions that are inherent for the success of relationship marketing by arguing that all relationships should be developed while putting the customers into consideration. As such, the authors seek to show that different relationships should be developed for different customers. The practical implication for this paper is that it clearly demonstrates that it is essential to undertake thorough research for different products.
