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44
Situation Analysis
Strengths
Strong research – The approach to tie a group of 5,000 employees working for a multinational pharmaceutical company started with extensive research. Fleishman-Hillard started the process by gathering information from the employees via in-person meetings and web-based sessions. This was to ensure that a global perspective was represented in the program. It is crucial to gather accurate and adequate information as increased number of unique cultures involved can affect the way employees accept different messages. Therefore, in creating accurate message that will resonate with wide spectrum of different cultural backgrounds, research is critical.
Corporate culture – Novartis Oncology has a strong corporate culture. This can be largely credited to the line of work done by the company. The employees devote themselves to shared goal: “discover and develop innovative medicines to fight cancer.” One employee‟s work can change someone‟s life or even save one. Such a well-built mission statement can act as a strong tie to bring a wide variety of employees together.
Weaknesses
Diverse Workforce – Novartis Oncology employs 5,000 workers in 39 countries. This is a very large and diverse audience. Tying such a diverse audience together to develop key messages is difficult at best. The situation gets even more convoluted when language and geographical location are considered.
Object Description
| Title | Intercultural internal communication: Engaging with multinational employees |
| Author | Lim, Chan S. |
| Author email | clim0927@gmail.com; chansoo_83@hotmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2011-04-01 |
| Date submitted | 2011 |
| Restricted until | Unrestricted |
| Date published | 2011-05-05 |
| Advisor (committee chair) | Floto, Jennifer D. |
| Advisor (committee member) |
Thorson, Kjerstin Pierson, Jillian |
| Abstract | Internal communication has evolved over the years from simple one-way communication to multi-directional communication; sources have gone online and it is now easy for employees to talk to one another with help of social media. People are relying on each other to provide and receive information which has eliminated sole information broadcasting. Now, communicators have more platforms and tools to explore in communicating with employees and having them communicate among themselves. Additionally, internal communication becomes more complicated once an employer goes multinational, bringing in different cultural traits. Language and cultural barriers start to form providing obstacles in communicating with each other. So, the role of what the author deems “cultural translators” becomes important. To support this notion, the paper also reviews three multinational companies, NHN USA, PEAK Sports USA and Novartis Oncology. |
| Keyword | intercultural communication; Internal communication; public relations |
| Geographic subject (country) | USA |
| Coverage date | 1995/2010 |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m3876 |
| Contributing entity | University of Southern California |
| Rights | Lim, Chan S. |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | cisadmin@lib.usc.edu |
| Filename | etd-Lim-4478 |
| Archival file | uscthesesreloadpub_Volume26/etd-Lim-4478.pdf |
Description
| Title | Page 49 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 44 Situation Analysis Strengths Strong research – The approach to tie a group of 5,000 employees working for a multinational pharmaceutical company started with extensive research. Fleishman-Hillard started the process by gathering information from the employees via in-person meetings and web-based sessions. This was to ensure that a global perspective was represented in the program. It is crucial to gather accurate and adequate information as increased number of unique cultures involved can affect the way employees accept different messages. Therefore, in creating accurate message that will resonate with wide spectrum of different cultural backgrounds, research is critical. Corporate culture – Novartis Oncology has a strong corporate culture. This can be largely credited to the line of work done by the company. The employees devote themselves to shared goal: “discover and develop innovative medicines to fight cancer.” One employee‟s work can change someone‟s life or even save one. Such a well-built mission statement can act as a strong tie to bring a wide variety of employees together. Weaknesses Diverse Workforce – Novartis Oncology employs 5,000 workers in 39 countries. This is a very large and diverse audience. Tying such a diverse audience together to develop key messages is difficult at best. The situation gets even more convoluted when language and geographical location are considered. |
