Introduction

… refers to the internal participants of an organization

-> smooth functioning of the organizational activities.

Exchanging information among the people of the same Organisation

• Cognitive-oriented aims:

  • knowledge of products

  • Company knowledge

  • Know-How

  • Knowledge about portfolio variation and innovations

  • Knowledge about communication and information system

• Affective-oriented aims:

  • attitude towards company

  • Identification with company

  • Sense of belonging

  • Trust building

  • Motivation

• Conative-oriented aims:

  • active information behavior

  • Employee binding

  • Active and open minded communicative behavior

  • Responsibility acceptance

1. Information strategy

2. Motivation Strategy

3. Identification Strategy

4. Management Strategy

5. Ambassador Strategy

• ensures an adequate informational status throughout all parts of the company

• Communicative support for sound and controlled opinion forming within the company

• Getting rid of information deficits and the associated distrust

• Creation of unified appearance

• Encourages target oriented work

• Dialogue between magament and employees promotes job satisfaction

• Communication between business division promotes mutual understanding

• More effective work through better informed and therefore motivated employees

• Creates identification and loyalty

• Communicative involvement -> identification with company is reinforced

• Communication structure and culture allows seamless integration of new employees

• Strengthens corporate identity

• Dialogue-Oriented style of Management strengthen employee motivation

• Promoting the active care of the employees

• Central element of the overall management philosophy and therefore corporate culture

• employees represent company in a credible manner

• Employees who identify with their company, appear to clients to be competent

• Uniform official lines result in the appearance of a United front from an external perspective

• Manifests in company´s values and standards

• Often established by the company´s founder

• Can emerge from regional or national culture

1. Guiding: guideline for day to day decision making

2. Motivating: goal is involvement in the development of the mission statement

3. Identificating: belonging and shared identity

4. Positioning: “to be different than the others”, refining special character

5. Originality: increases awareness of the company's own system of values