Dell Case Study

Running interrogation DELL COMPUTER CORPORATION Improving the dell Computer pot Heather Mueller Corporate Communications Section One Improving the dingle Computer flock The key issues presented in the dell Computer Corporation case study is that dingle needs to align its identity with its image, and balk relying heavily on technology (dell Case Study P. 58). Increased dependency on technology, along with a gap between image and identity, stop cause complications for a telephoner if they are non attended to. AnalysisCorporate parley must be closely linked to a caller-ups over whole vision and strategy, (Argenti, 2007, p. 12) and if not, it can cause constituencies to view the company negatively. The mind Operating Officer of Sony criticized dingles lack of spending on research and development, therefore, Sonys image of Dell does not align with Dells identity. A companys image is the corporation as seen with the eyes of its constituencies, and an organization can have distinct 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). Many of Dells constituencies view 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 well-founded identity called The Soul of Dell which is its incorporate doctrine that defines the kind of company it is and aspires to become and shows Dells commitment to film accountability (Argenti, 2007, p. 9). However, identity building and master(prenominal)tenance requires the ability to conduct research, and if Dell does not clearly communicate that ability with its constituencies, Sony will quell to be discontented with Dells identity (Argenti, 2007, p. 50). The founder of Dell Computers, Michael Dell, pull ind an e-mail based culture at the company as the immemorial work environment (Argenti, 2007, p. 62). email can be effective because it forgos subordinates to slowly communicate with senior management and is an efficient mean of communication cross modalitys time zones (Argenti, 2007, p. 2). This is important because subordinates can get the companys strategy directly from those at the top of the organization (Argenti, 2007, p. 12). E-mail in any case helps to create a productive climate in which managers and employees communicate effectively and curb separately other (OHair et al. , 2008, p. 181). However, Dells increasing 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, own(prenominal) relationships inside 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 amphetamine management at Dell does not improve the ways it communicates internally and externally, the company will not continue to grow, thrive or flesh out in the changing corporate environment.If Dell can modify and accommodate its behavior in a positive way, its constituencies will become aware(predicate) 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 upper management at Dell needs to make personal and public communication more than important in spite of appearance their strategy for maintaining their centre of attention identity as The Soul of Dell. Dell already has a secure relations with constituencies because employees and management allow for unique working relationships that transcend the us and them, so the constituencies feel valued (Argenti, 2007, p. 62). However, a company can forever improve its communication with constituencies because communication is an ongoing process by which breeding 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 incision and create a stronger corporate mission. With todays fast-flying 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 weary of the constant change surrounding them. (Argenti, 2007, p. 12). The marketing communications department coordinates and manages promotional material relations to products and deals with activities relating to customers, and could compose ways to streng acco rdingly the corporate mission (Argenti, 2007, p. 53). If more focus was put on marketing communications and a stronger corporate mission was created, and 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 inveterate purpose of achieving the corporate mission. When a company gets more involved in quasi-political activities with constituencies that claim 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 perceive image.The American Decency Association (ADA) successfully maintained and illustrated its identity involving the need to prevent images of violence and adult content from being promoted by family orientated companies and businesses (ADA, 2008, par. 1). They successfully lobbied for c ompanies including Kelloggs, Lowes, Tyson Foods, and S. C. Johnson to stop buying additional advertising space on U. S. picture shows with unnecessary violence and adult content such as alphabets Desperate Housewives and FX Nip/Tuck (Argenti, 2007, p. 53).The marketing communication aggroup of the ADA ensured that family orientated products and brand promotions were sending the right messages to children. The company stayed authentic to its corporate mission and never strayed from its foundation of values and beliefs, so that its constituencies would not be anxious of the constantly 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 wellness problems as well (OHair et al. , 2008, p. 189). This can be solved with increased face-to-face communications through 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 hunt down 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 ratify relationships to prove themselves as a successful company with a accordant strategy, in the endlessly changing work environment. References ADA. (2008, September 28). ABC/Disneys epic housewives.In American decency association. Re trieved 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.