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A STUDY OF
BUSINESS COMMUNICATION
AT ERICSSON INDIA LTD.GURGAON
Submitted to:Dr. Anita Tripathy Lal
Professor, Fore School Of
Management.
Submitted By:KAPIL GOYAL
FORE School Of Management201057
Date: September 12, 2011
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Acknowledgement
I am indebted to Dr. Anita Tripathy Lal , my project guide who has providedher valuable help in reviewing the project at various stages and providing
her constructive comments regularly.
I am also thankful to Mr. Vikas Kanwar (Specialist CD-core) for his full
support in providing the relevant data whenever required and for giving his
precious time.
Also I would like to thank all the people, who in some way or the other,
contribute towards and provided the moral and motivational support to
complete this project on time.
Kapil Goyal
FMG 20 A
201057
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EXECUTIVE SUMMARY
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TABLE OF CONTENTS
S.NO. TOPIC PAGE NO.
1. INTRODUCTION
1.1 Relevance and significance of the study--------------------------------9
1.2 Literature Review-------------------------------------------------------------10-11
1.3 Purpose of the study ---------------------------------------------------------12
1.4 Objectives of the study-------------------------------------------------------12
1.5 Brief outline of the chapters-------------------------------------------------13
2. METHODOLOGY
2.1 Universe of the study-------------------------------------------------------15-16
2.2 Locale of the study----------------------------------------------------------16
2.3 Sample size--------------------------------------------------------------------17-18
2.4 Data Collection---------------------------------------------------------------192.5 Data analysis------------------------------------------------------------------19
2.6 Field Experience--------------------------------------------------------------19
3. ANALYSIS
3.1Introduction ----------------------------------------------------------------20-213.2Internal communication in the organization -------------------------213.3 Importance of internal communication--------------------------------21
3.4 Ways of internal Communication ------------------------------------21-24
3.5 Barriers of internal communication-------------------------------------25-26
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4. ANALYSIS II
4.1 Introduction------------------------------------------------------------------------------27-28
4.2 Types of External Communication---------------------------------------------------28
4.3 Forms of External Communication---------------------------------------------------29
5. CONCLUSION AND SUGGESTIONS
5.1Major findings of the study------------------------------------------------------315.2Suggestions based on findings--------------------------------------------------32-335.3 Limitations of the study---------------------------------------------------------33
5.4 Further scope of the study ------------------------------------------------------34
5.5 Conclusion -------------------------------------------------------------------------34
6. REFERENCES-----------------------------------------------------------------35-36
7. BIBLIOGRAPHY-------------------------------------------------------------37-38
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TABLE OF TABLES
S. No. Name of the Table
Table
No.
Chapter
No.
1 Profile of Organization 2.1 2
2 Profile of Respondent 2.2 2
3 Methods of employee recruitment 3.1 3
4 Process of employee recruitment 3.2 3
5 Training program for employees 3.3 3
6 Channels of Communication 3.4 3
7 Frequency of Meetings 3.5 3
9 Forms of External Communication 4.1 4
12 Forms of Written Personal Communication 4.2 4
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Chapter 1
BUSINESS COMMUNICATION
Communication is neither transmission of message nor message itself. It is the mutual
exchange of understanding, originating with the receiver. Communication needs to be
effective in business. Communication is essence of management. The basic functions ofmanagement (Planning, Organizing, Staffing, Directing and Controlling) cannot be
performed well without effective communication. Business communication involves
constant flow of information. Feedback is integral part of business communication.Organizations these days are very large. It involves number of people. There are various
levels of hierarchy in an organization. Greater the number of levels, the more difficult is
the job of managing the organization. Communication here plays a very important role in
process of directing and controlling the people in the organization. Immediate feedbackcan be obtained and misunderstandings if any can be avoided. There should be effective
communication between superiors and subordinated in an organization, between
organization and society at large (for example between management and trade unions). Itis essential for success and growth of an organization. Communication gaps should not
occur in any organization.
Business Communication is goal oriented. The rules, regulations and policies of a
company have to be communicated to people within and outside the organization.Business Communication is regulated by certain rules and norms. In early times, business
communication was limited to paper-work, telephone calls etc. But now with advent of
technology, we have cell phones, video conferencing, emails, satellite communication to
support business communication. Effective business communication helps in buildinggoodwill of an organization.
Business Communication can be of two types:Oral Communication - An oral communication can be formal or informal. Generally
business communication is a formal means of communication, like: meetings, interviews,
group discussion, speeches etc. An example of Informal business communication wouldbeGrapevine.
Written Communication - Written means of business communication includes - agenda,
reports, manuals etc.
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1.1 Relevance and significance of the study
In business, reputation and credibility need to be built up in order to get clients trust and
confidence. Having a sense of professionalism will bring a lot to the business, especiallyin a long term relationship with employees and clients. There is a need to make sure that
every business deal is attended to promptly. Business communication encompasses not
only communicating with external contacts but also with employees within theorganization. This will aid the business in being well-organized and every matter whether
it is a problem, an inquiry or a sales letter will be attended to properly and promptly.
It does not mean that only a clients inquiry should be responded promptly but alsofeedbacks or problems arising inside and outside the business as well. This is done to
have a balance within the internal and external factors, especially in relation to
dealing with people, whether they are employees or other external contacts. It is veryimportant that when engaging into whatever type of business communication every
person in the business organization from the top to lower rank should know the basic
concepts of business communication, and how to apply them in the daily operation ofthe business.
Take note that a little mistake in giving out the information because of wrongfullyconveying the message in any ways can cause damage to the business and worse can cost
millions to the company.
A business cannot afford to lose money due to a mistake. As much as possible,precautions should be undertaken to avoid such losing of money due to things likeimproperly conveying the message. It is advisable that when a person in the business
organization is communicating either through a co-employee or a client, knowing
what needs to be done is the right ingredient in order to communicate effectively.
In a nutshell business communication improves:
Organizational environment
Management-employee relations The external and internal communication network Functionalisation The complexity of business activities Globalization and the language problem Participation and delegation
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1.2 Literature Review Pettinger, 2000: Vecchio, Hearn and Southey, 1994). A seminal component of the functioning of organizations is organizational
communication. Communication drives relationships and frames behaviors of
people in the workplace and is a significant factor in the effectiveness of
organizations
Aggestam, Maria; Lund U.; [email protected], James; FairfieldU.; [email protected]
Languaging is found to be an important factor underrepresented in traditionalconflict-building paradigms in management science. Confrontational language inparticular appears strongly associated with confrontation as a type of individual
and group behavior. Confrontation is characterized by the simultaneous low
concern for the interests of others with a heightened concern for self-interests.Reflecting recent research in embeddedness, the case analysis also attempted to
understand confrontation as social action contingent on and embedded
cognitively, culturally, politically and structurally in community and inter-
organization relations.(Buchanan, Claydon& Doyle, 1999).
The difficulty of communicating during organizational change has intensifiedwith the prevalence of continuously changing organizations.(Eisenberg, Andrews,
Murphy, &Laine-Timmerman, 1999; Lewis &Seibold, 1996) Hall(2002,p.165) proposes that effective communication should consist of
accurate information with the appropriate emotional overtones to all members
who need the communication content.This assumes neither too much nor too littleinformation is in the system and that it is clear from the outset who can utilize
what is available.
It is broadly recognized that effective communication also results in a number ofpositive outcomes for managers. These include increased productivity, reducedabsenteeism, and greater commitment to organizational goals (Clampitt and
Downs, 1993; Pincus, 1986).
In turn, communication practices that succeed in maintaining an informed andempowered workforce offer many benefits to staff such as improved morale and
better working relationships (Brooks, Callicoat& Siegerdt,1979,p.134).
Likert(1967,p.29) described communication satisfaction as an interveningvariable of job satisfaction, influenced by causal variables such as leadershipstrategies, organizational structure and climate.
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Subsequent studies have also reported that communication satisfaction plays animportant role in overall job satisfaction (Carriere& Bourque, 2009;Pettit, Goris&
Vaught,1997;Trombetta & Rogers,1989;Walther, 1988).
Subsequently, studies have also reported that job satisfaction and performance isdirectly associated with communication satisfaction (Carriere and Bourque, 2009;
Petit, Goris& Vaught, 1997).
It is also recognised that effective communication results in positive outcomes inan organization. This includes productivity, reduced absenteeism and huge
retention rate jump (CLAMPITT & DOWNS, 1993; Pincus, 1986). Hence we seethat different scholars have acknowledged the importance and role of effective
business communication.
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1.3 PURPOSE OF THE STUDY
Based on the literature reviews of the books ,journals and magazines, it has been
highlighted that not many studies have been conducted at Ericsson India Ltd.. This report
deals with the nuances of business communication and the role it plays in enhancing a
business within and outside an organization. The purpose is to make the role ofcommunication in a business environment more specific. It is intended to review how
communication takes place in an organization, how effective communication plays animportant role in the organization and to know how can business communication can be
more effective.
The types of business communication and the ways we can make it effective. The
objective this report drives out is regarding the importance of business communication
and with the era of globalization and cross cultural work environment communicationrather effective communication plays a significant role.
1.4 OBJECTIVES OF THE STUDY
On the basis of the study and reviewed literature, following objectives have been listed
below:
1. To understand the internal communication process at Ericsson India Ltd.2. To analyze the various forms of external communication.3. To evaluate and asses the effectiveness of communication at Ericsson
India Ltd. and to come out with viable solutions.
4. To analyze various aspects of business communication at Ericsson IndiaLtd.The objective of the report is to answer the questions posed often by the organization.The objective will be attained if all the questions are answered efficiently and
satisfactorily by the reader. The bigger objective will be attained when all the
organization fulfils the implementation of effective business communication across thefirm. The report looks at various facets of Communication. It points out the areas it
affects and the ways we can improve it. It also summarizes the importance of
Communication in improving business as a whole and providing all facets it impacts in
todays modern business environment. The probable questions are:
1. What are various types of Communication?2. Importance of Communication on business communication?3. To find out what are various aspects of Business Communication at Ericsson
India Ltd.4. What is the importance of effective Business Communication at Ericsson India
Ltd.
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Chapter 2
Methodology
In the 1st
chapter a brief overview about business communication was given.The
methodology chapter will deal with the universe of the study initially.Then we willnarrow down the study to the locale and the sample of the study.In the end various
methods of data collection and data analysis will be discussed.
2.1 Universe of the Study
There are several large telecom companies around the world .Some of them are:
1. Ericsson2. Nokia Siemens3. ZTE4. Korean Telecom5. HUWAEI6. SSTL7. Bharti Telecom8. Reliance Telecom9. Vodafone
In todays scenario Telcom companies are present in every part of world.Telecom
industry is an integral part of nearly every major global industry.The Telecom industry
has become one of the most robust industries in the world. Telecom is the industry which
has changed the economic facet, has an increased productivity, particularly in all first,
second and third world countries, therefore is a key driver of global economic growth.
Economies of scale and insatiable demand from both consumers and enterprises
characterize this rapidly growing sector.Telecom industry include everything from setting
and designing the systems, to the maintaining the network and optimising the
KPIs.Implementation, study and development of Telecom and management systems.
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Owing to its easy accessibility and the wide range of products
available for network optimisation, the demand for MS services has increased
substantially over the years. The Telecom has emerged as a major global source of both
growth and employment.In Telecom sector effective business communication is very
important and almost all the business is run on communication between the employees
and clients so a small mistake can cost heavily. Hence I have chosen Telecom Industry as
my area of interest for this topic.The business involvement extends from technology
research, through development of networks and applications, all the way to running and
evolving operations.
2.2 Locale of the studyI have chosen Ericsson, Gurgaon as my locale of study because it is one of the biggestTelecom Company in world. Ericsson is a global Managing Services, technology services
and optimizing company, as MS and Operations both are an integral part of it ,with more
than 223,000 people serving clients in more than 120 countries. Combining unparalleledexperience, comprehensive capabilities across all industries and business functions, and
extensive research on the worlds most successful companies, Ericsson collaborates with
clients to help them become high-performance businesses and governments regulations.
We can briefly describe the business fields of Ericsson.
Multimedia
Multimedia solutions make it simple for people to activate and use a variety of services,
with easy and instant control of spending. We deliver communication solutions such as
networking and collaboration services, with quick access to content and applications aswell as with charging and billing functions. We provide solutions for TV services to
devices such as TV sets, mobile phones and PCs. TV services are real-time or on-demand
and can include interactive services.
Global servicesEffectively managing large and complex projects and multi-vendor networks requires
experience and understanding. We combine robust local capabilities with global expertisein consulting, systems integration, network rollout, network operation and customer
support. This enables us to understand and respond to each customers unique cha llenges.
When operators outsource service activities to Ericsson, they can focus even more ontheir core business of attracting, serving and retaining customers.
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NetworksNetwork infrastructure provides the fundamentals for people to communicate. Increasingmobile data traffic and use of the internet creates demand for high- performing and cost-
efficient networks that deliver the best user experience. We were a driver in the
development of 2G and 3G technology. Now we are taking one step further with 4G/LTE
and the evolution towards all-IP. Our technology expertise, broad product portfolio andthe worlds largest installed base enable us to meet the network evolution needs of mobile
and fixed operators.
Sony Ericsson
Sony Ericsson offers exciting consumer experience through mobile phones, accessories,content and applications. For Ericsson, the joint venture provides a valuable link to the
consumer.
More than 40 percent of the worlds mobile traffic passes through network equipment
supplied by Ericsson
The networks they support for operators serve more than two billion subscribers The networks they manage for operators serve more than 750 million subscribers They have 27,000 granted patents, comprising one of the industrys strongest
portfolios
They have over 45,000 service professionals They have customers in more than 180 countries They have been in the telecoms market for 135 years
Being an MNC company with such a large workforce effective business communication
is very important for Ericsson.
2.3 Sample of the Study
I have selected a senior deployment operations manager Mr. Vikas Kanwar who isworking for Ericsson since 4 years and is a respected and senior employee with over 8
years of work experience. As there was a time constraint during the course of study so
convenient sampling was used.
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Table 2.1 Profile of the organization
NAME Ericsson India Ltd.
ADDRESS DLF Cyber city ,Sector-25 ,Gurgaon ,Haryana
TYPE OF ESTABLISHMENT PUBLIC LIMITED COMPANY
YEAR OF ESTABLISHMENT 1876
NATURE OF PRODUCTION PUBLIC RELATIONS COMPANY
NO. OF EMPLOYEES approx. 90,300 (December 31, 2010)
Table 2.2 Profile of the Respondent
NAME Vikas Kanwar
AGE 40
SOCIAL GROUP Upper Middle Class
EDUCATION B. Tech
OCCUPATION & POSITION Deployment Operations Manager
YEARS OF WORK EXPERIENCE 8
INCOME >10 Lacs per annum
MARITAL STATUS Married
NO. OF CHILDREN 3
NATIVE/MIGRANT Native
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2.4 Data CollectionTheprimary source for information on Business Communication was a senior employee
at Ericsson India Ltd. Mr.Vikas Kanwar (Deployments Operations Manager)and the
secondary source of information were some of the journals as well as magazines, Internetand books regarding effective business communication. Primary data has been collected
on the basis of a Interview Schedule as provided to us for the research.
Internal Communication
Respondent was asked to record the interpersonal communication contacts they initiated
or received within Ericsson. For the respondents convenience an Interview
Questionnaire was provided. Respondents were asked to record their innovation-related
communication concerning intervention strategies within the company.
External Communication
Respondent was asked to record or estimate the number of times they initiated or
received contacts with a member representing outside organizations about intervention
strategies. For respondents convenience an Interview Questionnaire was provided.
2.5 Data AnalysisUpon analysis of all the data collected from the employee and secondary data from other
sources we find thateffective business communication is very important aspect forEricsson and a lot of stress is given on this aspect for improvement of organisation as a
whole.The analysis has been done with the use of the tables.Data has been codified andbeing put in the tabulated form.The employees of the organization has been divided into
major three sections Junior , Middle and Senior .The other categorization of the
employess has been done on the basis of their area of specialization as
Finance,Marketing,IT and customer service.Based on the data analysis certainconclusions could be drawn which are explained in the concluding chapter.
2.6 Field ExperienceIt was a great experience for me to have an opportunity to do this Interview Schedule andinteract with a senior employee of a big MNC.However as Mr. Vikas Kanwar is a senior
employee at Ericsson India Ltd, his schedule was very hectic and meeting him was a very
tedious task . Since he is a very humble person he could spare some of his precious timefor filling up the interview schedule.
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Chapter 3
Internal Communication at
Ericsson India Ltd.
.
In the previous chapter we studied about the methodology which has been used in the
study.This chapter deals with various ways of internal communication at Ericsson India
Ltd.Certain methods have been used to determine the ways of communication such as
codified data and cross tabulated data.Also the barriers of communications are alsodiscussed in the chapter.
Introduction
In todays world of business, an organizations survival depends on employee
communication. When communication is ineffective, the organization suffers.
All communication is complex and multidimensional with plenty of room for conflict andmisunderstandings. Organizational communication is no different with organizational
issues often adding unique complications to the mix during the communication process.
For an organization to be successful, it must have employees capable of sending andreceiving information quickly, clearly, effectively, and error free. Mistakes caused by
miscommunication cost organizations thousands of dollars due to missed deadlines, lost
time, and wasted product.In order to have effective employee communication in the workplace, one must
understand organizational communication structure and how that communicationstructure facilitates internal communication. With a basic understanding of organizational
communication, one will be able to improve communication skills and recognize
communication problems that arise during employee communication in the workplace.
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Internal communication is a subset of effective business communication, which is built
around this simple foundation: communication is a dialogue, not a monologue. In
fact, communication is a dual listening process. So Internal Communication, in a
business context, is the dialogic process between employees and employer, and
employees and employees.
So many times that latter process is forgotten by strategists and PR professionals it
should always be remembered that communicationbetween employees is very often far
more powerful than any communication from employer to employee.
Whereas the top-down, employer-driven communication is great for setting a
communication agenda or discussion point, it is the peer-to-peer employee
communications that determine the tone of the response back to the employer. So, to sum
up, Internal Communication is the conversations that businesses have with thei r staff
and those staff has with each other.
Recruitment
Recruitment involves the utilization of organizational practices to influence the number
and types of individuals who are willing to apply for job vacancies . Recruitment can
focus on the internal labor market (i.e., pursuing staff already employed by theorganization) or the external labor market (i.e., pursuing applicants from outside the
organization). Internal candidates can be recruited through internal job postings, word-of-
mouth, or internship programs.
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Table 3.1
Methods of Recruiting
DIFFERENT LEVELS OF EXECUTIVES
METHODS OF
RECRUITING
MANAGEMENT
TRAINEES
JUNIOR
EXECUTIVES
1. Advertising innewspapers
No No
2. Outsource it tosearch
consultants
No Yes
3. Visitprofessional
institutes
Yes Yes
4. Ask employeesfor their
contacts
Yes No
It can be inferred from the table that the company primarily focus on the institutes for the
recruiting process while to recruit junior executives it use other means of communication.
Table 3.2
Process of Selection
Once the potential applicants are identified, the next step is to evaluate theirqualification ,qualities, experiences, capabilities, etc..& make the selection.It is the process of offering jobs to the desired applicants.
Selection means choosing a few from those who apply, It is picking up of applicants orcandidates with prerequisite qualifications and qualities to fill jobs in the organization
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Different Levels of Executives
Selection
Process
Junior Level Middle Level Senior Level
Written Test - - -
Interview - Yes Yes
Written Test &
Interview
Yes Yes -
Written Test,
GD &
Interview
- Yes -
.
We can see that for senior level a prerequisite is required and if the candidate fulfills that
criterion then he has to go through an interview process for the selection.For all the other
levels written test and interviews are considered for the selection process.
Table 3.3 : Induction Period
An induction programme is the process used within many businesses to welcome new
employees to the company and prepare them for their new role.
Induction training should include development of theoretical and practical skills, but also
meet interaction needs that exist among the new employees.
AREA OF SERVICE
NO. OF
DAYS OF
TRAINING
Financial
Accounting
Sales &
Marketing
Information
Technology
Customer
Service
One Day - - - Yes
One week - - Yes -
Two week - Yes - -
One month Yes - - -
Any Other - - - -
As most of the people comes from the technical background so they dont have much of
the knowledge about the financing activities to be performed, so they give maximum time
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to their finance accounting induction program.They already carry some of the knowledge
about the IT industry so relatively less time is given to the IT induction program.
Table 3.4: Forms of Communication
LEVELS OF EXECUTIVES
MEDIUM OF
COMMUNIATION
SENIOR MIDDLE JUNIOR
MEMO - - Yes
CIRCULAR - Yes Yes
NOTICE - Yes Yes
ORDER Yes - -
OTHERS - - -
Table 3.5:Formal Meetings
A formal meeting is a preplanned meeting. It has a predetermined set of topics that onewishes to discuss along with a set of objectives that one wishes to achieve at the end of
the meeting. At a formal meeting, generally it is a senior executive who presides over the
affair. The members of the meeting are often given a considerable period of notice beforethe meeting, preferably through formal means such as memos. As the title suggest, the
atmosphere in such meetings is generally somber, formal.
Weekly -
Fortnightly -
Monthly Yes
Quarterly -Any other -
Monthy meetings are held in the organisation to strengthen the bonding in between the
employees at the senior level and low level employee level.Also certain issues are
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discussed in the meetings to take the organisation to a higher level which shoes the
participative nature of the employees in the organisation..
3.5 Barriers to Effective Communication Miscommunication happens because of barriers that can arise at any stage during
the communication process. A communication barrier is anything that gets in the
way of the purpose of communication or causes people to misunderstand each
other, information, or a message
Physical Barriers is any physical thing that hinders effective communicationbetween one person/group and a second person/group. A physical barrier can be
an actual physical structure or distance. Examples include walls, desks, cubicles,
doors, yelling down a hallway, or being located in different buildings or rooms.
Perceptual Barriers is any individual perception that causes intended message tobe received incorrectly causing barrier to effective communication. No two
people view the world exactly the same. Each person has different ideas,thoughts, behaviors, mentality, experiences, and backgrounds.
Psychological Barriers are any emotions or personal feelings that causemisunderstandings that hinder effective communication. A persons emotion atthe time the message is communicated can impact how it is sent or received. Fear,
mistrust, happy, sadness, anxiety, and anger are all strong emotions that can
heavily influence communication if one lets it.
Language Barriers are any differences in language like slang, jargon,translations, dialects, or semantics that hinder effective communication.
Companies, schools, clubs, and even some neighbourhoods often have their own
group specific lingo and assign unique meanings to many words.
Cultural Barriers are any barrier to communication that occurs during thecommunication process attributed to differences in culture. Every country in theworld has a unique history and culture. Growing numbers of people are
communicating with people from other countries. Different linguistic and cultural
backgrounds impact communication. Understanding other cultures will help
lessen miscommunication in other countries it is viewed as disrespectful.
Ineffective or poor communication is frustrating for employees, and becomes a source of
a conflict. Managers inability to clearly express their thoughts, ideas and demands leads
to employees inability to perform work well, according to the companys demands.
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If a manager is able to communicate their ideas clearly, so that employeesdefinitely know what is asked of them, the subordinates will, consequently,
perform their jobs correspondingly. On contrast, an aggressive way of managing
reports results in employees getting more and more frustrated, often guessingwhat their real faults were.
A good style of management, as well as a positive approach to communication,ensures that an employee and a supervisor understand each other, and are moreeffective at the workplace.
Effective communication in the workplace provides employees with a clearunderstanding of what is demanded from them, with knowledge of what to do andwhat to expect. For organizations, such a communication style creates effective
performance of the staff, and, consequently, increases customer loyalty and profit.
Thus we can say that internal communication is very important because it provides
clear, concise, and consistent message to the employees. These when
communicated educate employees, enabling them to appreciate the value of their
organizations vision, programs or projects and is a significant element in engagingthe employees keeping them focused, productive and committed. Internal
communication is more than the art and technique of effectively imparting
thoughts, information, and ideas to large numbers of people. It has become thesingle, most important element that enables an organization to share their vision
and galvanize their work force to action that moves the organization forward.
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Chapter 4
EXTERNAL COMMUNICATION
at
Ericsson India Ltd.
The previous chapter dealt with the in depth study of internal communication like
methods of recruiting employees at Ericsson India Ltd., training programs for employees,ways of internal communication. This chapter deals with the external communication on
similar lines.
The exchange of information and messages between an organisation and
other organizations , groups, or individuals that are not a part of it.
External Communication
The exchange ofinformation and messages between an organization and
other organizations, groups, or individuals that are not a part of it.
Without proper external communication, you will not be able to coordinate complex
jobs involving a number of work centers and divisions. You must develop good linesand methods of communication external to the shop. Running systems tests may
involve several work centers aboard ship and, in some cases, other ships or activities.
Unless you can effectively communicateyour requirements to each work center, you will
be unable to successfully complete the systems tests. Much of your externalcommunication is in the form of correspondence. The correspondence will be of little
value unless you have an effective way of keeping track of the information and
ensuring that it gets to the ultimate users. You should develop controls to ensurethat information gets to and from the people who will benefit the most from it. If
you do this, you, the shop supervisor, will be the winner.
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Advantages of External Communication
External communication helps an organization to keep its outsourcing agencies like
distributors, wholesalers, retailers and clientele well informed about the companys
products, services, progress and goals. The information gets continuously updated andaccurate. All organizations have to maintain cordial relationships with government
agencies, licensing authorities, suppliers of raw materials, ancillary industries and
financial institutions. Continual and updated information without any communication gap
is essential for business houses.
Table 4.1 : Types of External Communication
Frequency
Type of
External
Communication
Weekly Fortnightly Monthly Any Other
Press Release _ _ - Yes
Press
Conference
_ _ _ Yes
Product launch _ _ _ Yes
Advertisements - _ Yes _
Public Notices _ _ Yes _
Tenders _ _ - _
Magazines - _ Yes _
Brochures - _ _ Yes
Newsletters Yes _ _ _
Mail Coupons _ _ _ _
Various mediums of external communication are implemented in Ericsson
India Ltd.like press release, press conferences, newsletters, etc. The frequency
of these mediums depends on the advertising scheme of the company to let
know of the people about the strategies being incorporated in the company to
achieve its long term and short term goals in the prescribed time constraint.
There are certain written forms of communication which are followed in an organization.
Their usage depends upon the number of people and also the hierarchy in which the
communications is to be done.
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Table 4.2 Forms of Written Communication
Medium
Forms of
Communication
E-mail Hard Copy
Memo _ Yes
Circular _ Yes
Notice Yes YesOrder Yes _
Ericsson India Ltd. implements different forms of communication like memos,
circulars, notices and orders to communicate with the various outside agencies
to let them know about the organizations requirements and other functioning
and happenings in the company.
Legal Aspects of Business Communication:
Business communication, also called organizational communication, refers to any
exchange of information that takes place using channels at work. Organizational
communication that discriminates, and the breaching of confidentiality, may lead to legal
consequences.
Impact
The legal issues related to business communication create the need for companies tomonitor information exchanges, like email and Internet activity. According to the
American Bar Association, companies have the right to review such communications as
long as the workers don't have the expectation of privacy.
Expectation of Privacy
To avoid accusations of fourth amendment violations, the American Bar Associationrecommends documenting in writing any rights to privacy that the worker has. Theseshould include information like the proper use of business communication channels and
punishment for violating company policy. It advises to incorporate this written
information into a personnel manual or employee handbook that requires a worker'ssignature.
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Significance
Electronic communications, such as email and voice mail, may be included as evidence
in a court of law. Without a signed agreement about acceptable use of business
communication channels, even personal messages sent through workplace channels leavea company legally responsible for the content of the messages.
Considerations
Swift actions by a company to address inappropriate organizational communication may
reduce the risks of legal consequences. A company could respond with appropriate
discipline, an office-wide memo and training.
All these legal aspects of communication are taken care of in Ericsson India Ltd so that
they do not have to face any legal action. It spoils the image of the company not only inthe domestic market but also in the international market.
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CHAPTER 5
CONCLUSIONS AND
SUGGESTIONS
Findings:
Some of the major findings of the study are under stated:-
In business, communication is everything.Business communication focuses onstrategic business issues and takes care of them. It has to be written in a mannerwhich can be comprehended.In Ericssson India Ltd. Business communication
plays an important role as it is a service and manufacturing industry and
interpersonal relationship plays a major role in the organization.
Research spanning several decades has consistently ranked communication skillsas crucial for managers. Typically, managers spend 75 to 80 percent of their timeengaged in some form of written or oral communication. Although often termed a
soft skill, communication in Ericsson India Ltd. provides the critical link
between core functions.
Training regarding Business Communication is mandatory for all employeeswhich are joining Ericsson India Ltd.
All four channels of communication are used frequently in the organization. In Ericsson India all the legal aspects of the communication are taken care of. The form of communication used at Ericsson India Ltd. was participative in
nature.It means that the employees are free to put their ideas forward for the
improvement in the working structure of the organization.
There are certain forms of written communication being used at Ericsson IndiaLtd. wherein the E-mail prevails the most.
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SUGGESTIONS:
Business communication basically means the communication between businessmen and
their employees and partners and clients. Everything that is done in a business has to be
precise and effective and business communication is an extremely important aspect ofany business. The most important thing to comprehend about business communication is
that it keeps things clear between you and your client as well as your business partners.
There are many effective business communication skills that can be helpful and some ofthe best are mentioned below.
Maintain positivity
It is always important that you should remain positive while you are
communicating with your business employees, partners and customers andclients. To remain positive actually means to always put your message across to
your audience in a very positive manner even if the message is something they
wont like. If you can remain positive in your approach while delivering the
message, the messages overall negativity can be cut down immensely.
Know your audienceOne of the most important business communication skills is to actually
completely acknowledge your audience.As Ericsson India Ltd. Deals with the
variety of the customers.So before providing them the services it must be aware of
the behaviour and background of the audience.. This means that you shouldalways investigate about the cultural background of your audience and the type of
personality that they posses. It is important that you also comprehend the mode of
communication. You can always change your tone and approach by taking inputsfrom the body language of your audience but if you are actually communicating
through a letter then the knowledge of the type of your audience becomes the key.
The knowledge of your audience also includes the kind of people that you are
talking too. You can always use known and common acronyms and technical
jargon if the people that you are communicating with belong to a field similar to
yours. However, be ready to not include heavy and technical words in yourconversation- not even to impress your audience- if your audience actually is not
related to your field. If you find the use of such technical words necessary then
you should also explain the meaning of those words in the conversation.
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Communication sessionsAlthough the listening and the communication skills are fairly good at Ericsson
India Ltd., but still the employees can be provided with Communication sessions
because listening and written skills play a very important role in the
communication process.
Motivational Sessions:The employees should be motivated to come up with new ideas and suggestions
so that there can be free flow of information in the organization.
Avoid use of disclaimersThe business information which is shared in organization ought to be definitive,
true and fair. So while communicating the business information there should be
no place for ifs and buts and the intent should be crystal clear.
5.3 LIMITATIONS
During research and making this project some limitations that could affect theeffectiveness of the study are:
The sample size was very small to justify the conclusions made through the study Survey sample was not only small but also done from a particular area or a branch
which may not reflect that the same practices happens at the company level as
well.
Time limitation is a big factor in the overall lack of depth in terms of content andanalysis. The study may not cover all the aspects of business communication. The study is subject to human error.
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5.4 Further Scope of the Study
As it is said that no study is a complete end in itself, so this study being no exception has
a lot of scope of improvement. So there are some areas which exhibit a scope of
improvement in this study like a number of companies could have been taken into
consideration for a more effective analysis and outcome. Also, the sample size in this
study was 1 as due to time constraint it was possible to interview just one respondent so
for a better understanding of the business communication process in the organization the
sample size could be increased. The interview schedule was specific and very much to
the point so for a more comprehensive understanding more detailed information could be
sought from the respondent.
5.5 Conclusion
Thus using the tabular details we come to know that Ericsson India Ltd. lays a great
emphasis on the business communication processes and tries to incorporate all
measures that would facilitate this process for the betterment of the organization.
We come across certain interesting facts which reveal that they mostly focus on
ways that save much of their time and resources which makes them a smart and
intelligent organization setting effective benchmarks in the service industry.
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