EFFECTIVE COMMUNICATION

Role of Effective Communication in the development and Competitive advantage of Organization: A case study of Coca Cola Enterprises

By

ACKNOWLEDGEMENT

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

DECLARATION

I [type your full first names & surname here], declare that the following dissertation/thesis and its entire content has been an individual, unaided effort and has not been submitted or published before. Furthermore, it reflects my opinion and take on the topic and is does not represent the opinion of the University.

Signature:

Dated:

Table of contents

ACKNOWLEDGEMENTii

DECLARATIONiii

CHAPTER 1: INTRODUCTION1

Introduction1

Background of the study2

Research questions3

Aims and objectives3

Justification of study4

Time Scale5

Problem statement7

Limitation of the study7

Structure of dissertation8

CHAPTER 2: LITERATURE REVIEW10

Introduction10

Communication11

Role of Communication in Management12

Goals of Organizational Communication15

Organizational Structure Implications18

Organizational structure and Culture effecting communication21

Communication Channels of Organizational Development22

Role of Communication in Technology Implementations25

Communication-Related Problems27

The Coca-Cola Company33

Environmental analysis of coca cola34

Market situation35

Corporate Communications36

Political Communication & Public Affairs37

CHAPTER 3: METHODOLOGY38

Research design38

Method of the Study39

Instrumentation for Data Collection40

Validity and Reliability41

Ethical consideration42

Data Collection Method43

Data analysis43

CHAPTER # 4: QUANTITATIVE FINDINGS45

1.Question Number1:45

2.Question Number 2:46

3.Question Number 3:46

4.Question Number 4:47

5.Question Number 5:51

6.Question Number 6:52

7.Question Number 7:57

8.Question Number 8:57

9.Question Number 9:58

10.Question Number 10:59

11.Question Number 11:60

12.Question Number 12:61

13.Question Number 13:62

14.Question Number 14:63

15.Question Number15:64

Summary of the findings64

CHAPTER 5: CONCLUSION66

References70

Appendix: Questionnaire81

CHAPTER 1: INTRODUCTION

Introduction

Communication is a key to the success of any new process in an organization. This is done by creating messages (Griffin, 2009, p. 7) between decision-making groups through face-to-face meetings, emails, memorandums, etc. All of these messages are aimed to illicit a response (Griffin, 2009, p. 8), in this case the decision is about the website. The main philosophical assumption of this project is the rational world-paradigm (Griffin, 2009), which is defined as a "scientific approach or philosophical approach to knowledge that assumes people are logical making decisions on basis of evidence and lines of argument," (p. 301). The key to this definition is the word assume. As mentioned later in this literature review, most people view themselves as rational actors when in reality many decisions they make are non-rational.

Marketing, management, information and technology, innovation, investments, joint ventures of organization and the organization of the negotiation processes at all levels and even modern forms of technical and technological revolution are entirely based on the principle of interaction, communication. This is the principle which is a universally theoretical and basis of economic development bringing competitive advantage to the organizations. In addition, business communication is considered as an economic category is a sufficient goal for the competitive goal and the development of the organization.

The purpose of this dissertation is the development of theoretical and methodical provisions aimed at improving the organization of business communications in the market achieving competitive ...