Organizational Communication (Coca Cola)

By: Adrian Verge, Tobias Sahl & Gilon Gutkin

Index Cultural Aspects

Business Communication

Communication in a Global context

Non-verbal/verbal Communication

Coca Cola example

Communication Differences and the impact on business

Cultural Values Cultural Norms Religion Language (verbal and nonverbal)

Cultural Aspects

Anthropolgy definition of Culture: „A way of life of a group of people...the stereotyped patters of learning beahviour, which are handed down from one generation to the next through means of language and imitation.“

2 Problems:

1) Culture is often blamed for miscommunication

2) Overgeneralizing of practices within a culture

Culture Aspect Problems

People have different habits, values and interperet things differently.

EthnocentrismCan be disastrous in effective

communicationTry to avoid it

Overcoming it: become culturaly sinsitive

Dimensions of Communication Body Language

Relationship factorsTime, space, intimacy

Example: business card (meishi) exchange in japan

Take with two hands, always have one and

Communication examples Mr Zank: Bad ass (means bad)

Normal use: Bad ass (means good)

Communication and Business Learn the cultures of those you conduct

business with Guard against ethnocentricity Recognize different cultural behaviours

Why understand organizational communication in a global context? Business opportunities Job opportunities Improves the contribution of employees

in a diverse workforce Sharing of views and ideas Talent improvisation An understanding of diverse market

ReligionProtestant and Christians: stresses hard workJudaism: stresses education, developmentIslam: Focus on rules for social interactionHinduism: encourages family orientationBuddhism: stresses avoidance of worldly

desires

Non-verbal Communication Body language:

Physical closeness of peoplePosture and body stanceEye-contact (use or avoidance)

○ Looking in the eye is assumed to indicate honesty

○ In others it is seen as challenging and rude○ Western and Arabic vs. South Asian

Touch

Non-verbal Communication Hands and gesturing:

Verbal Communication

High Context Culture: cultures that rely heavily on non-verbal attitudes

Low context culture: cultures that rely heavily on words to express meaning

Verbal Communication

1. Opening and closing conversation: who addresses whom when and how duty to speak first proper way to conclude a conversation

2. Taking turns during conversations: take turns in an interactive way or it is more important to listen thoroughly

and without comment, without immediate response

Verbal Communication

3. Interruption:– Vocal and emotional expression

4. Use of silence:– Silence as a sign of thoughtfulness and

respect to the original speaker– Other times, silence may be experienced

as a sign of hostility.

5. Appropriate topics of conversation:– Money example

Verbal Communication

6. Use of Humor: In the West try to build immediate

relationship through humor The use of laughter can be experienced as

a sign of disrespect

7. Knowing how much to say: In some places, less is definitely more

Business Communication; U.S. vs France

Coca-Cola Example

The most recognized word onthe planet after “OK”!

How do they achieve this??

One strategy for one worldCommon product, for a common needSame strategies for different countries and different

cultures

Coca Cola Internal communication

Management Style○ Employee○ Communication tools

External communication B2C

○ Interaction with the customer○ Advertiment startegy to communicate

B2B○ Interaction with suppliers

Management Style Create a good imange of the companies responsability

Autocratic, democratic and (alaissez-faire) style. The ‘hands off’ approach.

Coca-Cola is focused on Achieving Flexibility Through Strategic Workplace Planning Highly collaborative business team Supports the company’s work force Manages operational cost Maximizes competitive advantage.

Employees

Peak Performance System in tandem with more than 100 global people development forums discuss development, movement and succession plans around the world

Open communication Regular dialogue

○ Personal communication Employees can express the importants and fears

○ Written communication Cheap, direct

○ Company newsletters

Efectively solicit and leverage innovative ideas

Communication tools

Diversity Advisory CouncilConsists of a representative group of employees from all

levels,functions and business units of the organization

Employee ForumsSource of competitive business advantage Instant messaging

○ Internet chatVideo conferencing

○ Big TV s

“we have a responsibility to hold our direct suppliers and bottling partners to standards no less than those required by applicable law. We also have an opportunity to support community development by purchasing goods and services from minority- and women-owned business enterprises (MWBEs).”

-The Coca-Cola Company

• Communication at first through online brochures

• If suppliers is applicable then Coca Cola engages in personal talks

Coca Cola and Suppliers

Coca Cola and Suppliers

•The Supplier Guiding Principles (“SGP”) - communicates values and expectations

•Shared values must serve as the foundation of the relationship

•Expect our direct suppliers to follow the spirit and intent of these guiding principles:Freedom of Association and Collective Bargaining

Prohibit Child Labor .

Prohibit Forced Labor and Abuse of Labor

Eliminate Discrimination

Work Hours and Wages

Provide a Safe and Healthy Workplace

Protect the Environmen

Supplier Code of Business Conduct Conflicts of Interest -Employees of Coca Cola should act in the best interest of the Company.

Gifts, Meals and Entertainment - Employees are prohibited from accepting anything more than modest gifts.

Business and Financial Records - Must keep accurate records of all matters related to the supplier's business with Coca Cola.

Bribery - Must comply with the U.S. Foreign Corrupt Practices Act, as well as all local laws dealing with bribery of government officials.

Protecting Information - Suppliers should protect the confidential information of The Coca-Cola Company.

Reporting Potential Misconduct - Should report illegal activities to the Company

Coca Colas external communication(consumer)

Target Market: Coca-Cola is available in nearly 200 countries around the world.Targeting the youth: use of celebrities, art of

sponsorship.Targeting the males: sports eventsTargeting young-adults: attract in pubs and

night clubsTargeting elderly people: advertising on

press

“The reasonable person adapts himself to the world, while the unreasonable one persists in

trying to adapt the world to himself”

Thank you for your attention