The dawn of the new millennium marked the struggle of third world countries in the realm of information technology. While developed countries are already reaping the benefits of these advancements, developing countries are still groping in the dark whether to invest or not. Major social and economic alterations in most countries were attributed to their daring feats with the most advance micro-electronics-based information and communication technologies
Advances in technology are very essential to a certain business. Basically, the extant of technology gave rise to huge investments in information management systems, as they were considered a critical company resource. While many companies have implemented more technology driven solutions for improved productivity, research indicates that implementation of expensive information technology processes has not always yielded the desired results.
On the other hand, organizations or businesses survive not on the basis of their capital alone but more on the ability of the organization to maintain customer relationship in consideration to technology advances. Good customer communications provide the locomotive of a companys success- it sets up production and in meeting the sales of the company. Basically, with the establishment of a larger organization and more competition, the company should evolved into a larger organization with more complex needs in terms of communication, rewards and benefits and the management of the different centers of the company. Particularly, the company needs to provide a communication program that will re-establish the relationship not only to the customers but also between the company, the management and the employees.
Today, with an economy enabled and driven by connectivity, a fundamental shift in business models is occurring whereby information, knowledge and relationships underpin competitive advantage. In order to compete in what some refer to as the New Economy, companies or organisations must use technology-mediated channels, create internal and external value, formulate technology convergent strategies, and organise resources around knowledge and relationships (Rayport & Jaworski 2001). The dominant strategic management literature also orbits resource-based theory, focusing on integrated architecture through improved knowledge management systems (Alavi & Leidner 2001& Kay 2000)
Basically, this paper aims to analyse advantages of advances in chips, glass fibres and spectrum. It attempts to explain the impact of these advances to economy with respect to the communication process.
The dynamics and evolution of business industries are bound to have important implications for the future state of the environment. According to Malerba, F. & L. Orsenigo (1996) and Nelson, R. (1996), although the knowledge is still meager in terms of the emergence, development and decline of different industries, entry and exit, growth and decline of firms, a number of contributions have attempted to explain the systematic forces that explain the evolution of technologies, firms and industry structure and of supporting industries. In particular, the debates on 'long waves' explore the long run properties of the evolution of industries as illustrated in the paper of Freeman, C. (1988). Also, Freeman, C. (1988) believes that the theory of 'industry life cycle' rationalises the natural evolution of broad technologies.
Apparently, in todays business world, the value and importance of customers is not something that should be set aside by companies. Marketing plans and strategies would be incomplete without paying much consideration to the customers. Customers will always be a part of the agenda in any marketing plan of any company. Because of the implications for profitability and growth, customer retention is potentially one of the most powerful weapons that companies can employ in their fight to gain a strategic advantage and survive in today's ever increasing competitive environment (Lindenmann, 1999). Because of customers importance, communication between them and organization is very vital. Thus, the innovation and advances of a business in chips, glass fibres and spectrum is definitely an advantage since this particular technology advances enhances the communication process.
Moreover, Butler and Peppard (1998) argue that the heart of marketing management is to understand consumer psychology. Kotler (2000) also suggests that for marketers to successfully communicate with their customers they need to study the behaviour of consumers. Understanding consumers has become the focus of attention in the business world due to the fact that the prosperity of companies is heavily dependent on satisfying customers and keeping them loyal (Kotler, 2000).
Organisations that capitalise on customers' active participation in organisational activities can gain competitive advantage through greater sales volume, enhanced operating efficiencies, positive word-of-mouth publicity, reduced marketing expenses, and enhanced customer loyalty (Reichheld, 1996). Additionally, customers who actively participate in organisational activities can directly increase their personal satisfaction and perceptions of service quality (Bowers, Martin and Luker, 1990).
Basically, this advance contributes to network relationship. Thus, Kelly, K. (1998) stated:
The network is a structure to generate relationships. Networks haul relations the way rivers once hauled freight. When everything is connected to everything else, relationships are rampant. Each variety of connection in a network begets a relationship. Between firms and other firms. Between firms and customers. Between customers and the government. Between customers and other customers. Between employees and other firms employees. Between customers and machines. Between machines and machines, objects and objects, objects and customers. There is no end to the complexity and subtlety of relationships spawned in a network economy.
Meaning to say, advances in this kind of technology enhances the communication process. Actually, communication in business is not only applicable to firm-customers relationship but also to all kinds of interaction present in economy. Although business responds to the needs of the society, its end is to gain profit then it is advisable to enhance communication process.
Synthesis and Recommendations
This paper describes the integration of business success and effective communication in accordance to technology development. Basically, communication is important since it is the core of the companys loss of its top employees, the drop in sales and the seemingly lack of motivation of the employees. It is important to emphasize here the sense of belongingness within the hierarchy of the company. This feeling gives members of an organization motivation to do more that what is expected of them and to attach themselves on the company because they belong. Within this framework, the company has to restructure its internal and external communication program that shall take into consideration this belongingness.
Apparently, relationships between people constitute the structure and power distribution in a company. As stated before, communication not only between firms and customers is important but also communication between company management and employees is significant. Much of what makes them feel empowered begins with their interpretations and reactions to the relationships they develop. These relationships are not only vital in and of themselves, but also because they lead to and result from efforts to achieve goals through coordinated, interlocking activities. In this dialectic of activities, the extent to which one person feels empowered results not only from an individual sense of accomplishment, but more importantly from a sense of achievement that results from collective acts. Persons can only achieve what they accomplish together.
Through these results, I propose a communication program that centers on the theme of belongingness- the emotional ability of the employees to see eye-to-eye with the management and the company. The primary objective is to have everyone learn as much as possible about the company, relate with the companys goals and objectives, make the employees feel as a part of the company plans, work as a team, and act as ambassadors of the company--with current clients or anybody working with the company.
The development of a strategic internal communication strategy and its implementation can provide a number of benefits to organizations, such as keeping employees motivated and engaged, and sharing clear, consistent messages with employees in a timely manner. To achieve this, management must take advantage of all forms of communication at its disposal.
Meetings that bring together senior leadership to review business strategy and provide updates to large groups of employees, where employees also have an opportunity to ask questions and relay their views on the subject.
This can be used to disseminate critical, time-sensitive information to all employees. When it is used judiciously, employees take notice immediately.
Hard copy publications that include company news and useful employee information, distributed on a periodic basis.
produce an e-newsletter that features news coverage excerpts from various publications, company success stories, and employee letters. There's also a Web-based strategic electronic publication that carries in-depth features on the company. Video, Intranets, internal product, and service events are other options to consider
This can be done through employee surveys, anecdotal interviews, and input and focus groups. It's a good way to maintain a continuous measurement and evaluation process and the employees feel that the company cares for them personally.
The primary means of implementing these internal and external communication programs are through the empowerment of the employees- both in their individual capabilities and in their attachment to the organization. The strategy of employee empowerment leading to the sense of belongingness on the company can result from a variety of participative management techniques such as management by objectives, quality circles, and goal setting by subordinates as the means of sharing power or delegating authority.
In addition, employees want to know what is important. To gain such information, they watch and listen to others, especially persons above them. They look for patterns. When top managers not only say that something is important but act in ways consistent with that message, employees begin to believe them. These enactments lead to shared meanings; even more important is the realization by employees and managers that they share meaning because the Voice that results from actions is consistent with shared values.
On the other hand, the discussions above shows that changes in technologies that manipulate information, chips, glass fibres and spectrum will have a significant effect on the future the economy. Using value changes in the technology, we show that this effect is dependent on the long-term diffusion of these technologies through the economy, itself a function of time. In addition, the presentation also demonstrates that technological change will affect different businesses in different ways and at different speeds.
Furthermore, this paper describes a process by which one can consider the long-term effects of technological change on economy. The discussion suggest that economic policy addressing the development and diffusion of pervasive technologies may have an important role in forging a path of economic growth that can meet the challenge of sustainability from an ecological point of view. The scope of these changes will vary in different countries, but they will have in common, both at national and at firm level, the assimilation and effective use of information technology and communication.