Dell Case Study

Running head dell COMPUTER CORPORATION Improving the dell Computer green goddess Heather Mueller Corporate Communications percentage One Improving the dell Computer Corporation The key issues presented in the Dell Computer Corporation case study is that Dell needs to align its individuation with its chassis, and stop relying heavily on engine room (Dell Case Study P. 58). Increased dependence on technology, along with a gap between image and identity, bum cause complications for a come with if they are non attended to. AnalysisCorporate conversation must be virtually linked to a attach tos overall vision and strategy, (Argenti, 2007, p. 12) and if not, it can cause constituencies to vista the company negatively. The Chief Operating Officer of Sony criticized Dells lack of spending on look and development, therefore, Sonys image of Dell does not align with Dells identity. A companys image is the corporation as seen through the eyes of its constituencies, and an organizat ion can have divers(prenominal) images with different constituencies (Argenti, 2007, p. 58).This differs from an identity, because an identity consists of a companys defining attributes, and should not very from one constituency to another (Argenti, 2007, p. 58). numerous of Dells constituencies scenery Dell in a very positive light, and see Dell as an excellent example of how a company should function and communicate with its constituencies. Dell has a reasonable identity called The Soul of Dell which is its corporate philosophy that defines the kind of company it is and aspires to become and shows Dells commitment to direct accountability (Argenti, 2007, p. 9). However, identity building and maintenance requires the ability to conduct research, and if Dell does not clearly communicate that ability with its constituencies, Sony allow continue to be discontented with Dells identity (Argenti, 2007, p. 50). The founder of Dell Computers, Michael Dell, created an e-mail based cult ure at the company as the principal(a) work environment (Argenti, 2007, p. 62). E-mail can be effective because it allows subordinates to easily communicate with senior guidance and is an efficient mean of dialogue across time zones (Argenti, 2007, p. 2). This is valuable because subordinates can get the companys strategy directly from those at the top of the organization (Argenti, 2007, p. 12). E-mail also helps to create a cultivatable climate in which managers and employees communicate effectively and support each other (OHair et al. , 2008, p. 181). However, Dells increase dependence on technology-mediated communication creates an environment that may discourage relational development (OHair et al. , 2008, p. 179).Nearly all communication takes place digitally because face-to-face communication has given way to a strictly electronic communication network. (OHair et al. , 2008, p. 189). Without face-to-face communication, personal relationships within the company may begin to fail, which decreases productivity, and increases isolation and emotional detachment from the companys identity as well as other employees. If the speed management at Dell does not improve the shipway it communicates internally and externally, the company result not continue to grow, thrive or flourish in the ever-changing corporate environment.If Dell can modify and adapt its behavior in a positive way, its constituencies will become aware of Dells excellent communications, and this well-built structure will transcend through the company so employees will learn to communicate efficiently as well. Solutions The speeding management at Dell needs to make personal and public communication much important within their strategy for maintaining their core identity as The Soul of Dell. Dell already has a knockout relations with constituencies because employees and management allow for unique working relationships that transcend the us and them, so the constituencies feel value (Ar genti, 2007, p. 62). However, a company can always improve its communication with constituencies because communication is an ongoing touch on by which information is exchanged between individuals through a common system of symbols, signs, or behavior (Communication, 2009, par. ). In order to improve its communications, the upper management at Dell can work more closely with the marketing communications department and create a stronger corporate mission. With todays quick changing environment, a clear-cut corporate mission can not only keep employees aligned with what the company is striving to be, but also can act as a source of stability for consumers exhaust of the constant change surrounding them. (Argenti, 2007, p. 12). The marketing communications department coordinates and manages publicity relations to products and deals with activities relating to customers, and could compose ways to strengthen the corporate mission (Argenti, 2007, p. 53). If more focus was put on marketi ng communications and a stronger corporate mission was created, then employees can better understand the fundamental reasons for the companys existence.The employees would be able to clearly demonstrate and publicize each way they illustrate the companys identity and pursue the continuing purpose of achieving the corporate mission. When a company gets more involved in quasi-political activities with constituencies that aver to represent a firms customers, the company would then be able to control how its constituencies view them, and how the company evaluates its identity compared to the constituencies perceived image.The American Decency Association (ADA) successfully maintained and illustrated its identity involving the need to thwart images of violence and adult content from being promoted by family oriented companies and businesses (ADA, 2008, par. 1). They successfully lobbied for companies including Kelloggs, Lowes, Tyson Foods, and S. C. Johnson to stop buying extra advert ising space on U. S. television shows with unnecessary violence and adult content such as ABCs Desperate Housewives and FX Nip/Tuck (Argenti, 2007, p. 53).The marketing communication team of the ADA ensured that family orientated products and brand promotions were sending the right messages to children. The company stayed true to its corporate mission and never strayed from its foundation of set and beliefs, so that its constituencies would not be anxious of the everlastingly changing environment that surrounded the media. E-mail constantly causes information overload for employees in a company if it is the main source of communication, and this informal communication process often isolates employees and does not allow them to interact. Spending over 5 hours a day staring at a computer screen increases the risk of depression, insomnia and other mental health problems as well (OHair et al. , 2008, p. 189). This can be solved with change magnitude face-to-face communications throug h meetings, team building activities, and company outings. If the upper management put more of a emphasis on internal communications, then the employees would be more engaged, productive, loyal, and happy, and the strength of company relationships will increase (Argenti, 2007, p. 54). ConclusionThe course of actions that Dell should pursue is working closer with the marketing communications department to create a stronger corporate mission, and to increase face-to-face communications within the company. With increased and improved personal and public communication, Dell will be able to align its image with its identity, and will be able to strengthen relationships to prove themselves as a successful company with a reconciled strategy, in the endlessly changing work environment. References ADA. (2008, folk 28). ABC/Disneys desperate housewives.In American decency association. Retrieved February 9, 2009, from http//www. americandecency. org/main. php? f=updates_new/2008/September/09 . 28a. 08 Argenti, P. A. (2007). Corporate communication (4th ed. ). New York, NY McGraw-Hill. Communication. (2009). In Merriam-Webster. Retrieved February 10, 2009, from http//www. merriam-webster. com/dictionary/communication OHair, D. , Friedrich, G. W. , & Dixon, L. D. (2008). Work relationships. In Strategic communication in businesses and the professions (6th ed. , pp. 178-205). Boston Pearson education.