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EFFECTIVE COMMUNICATION
AS A STRATEGY FOR ENHANCING ORGANIZATION PERFORMANCE
CHAPTER ONE
INTRODUCTION
1.0. Background
to the Study
“Communication refers to the process by which information is
transmitted and understood between two or more people” (McShane & Von
Glinow, 2005). The word communication has a rich and complex history. It first
appeared in English language in the fourteen century, taken from the Latin word
communication which means to impact, share or make common. Bateman (2002),
defined communication as the transmission of information and meaning from one
party to another through the use of shared symbol.It is a well known fact that
communication plays a coordinal and integrating role in the management of the
affairs of any organization whether in the function of planning, organizing,
staffing, leading or controlling. Communication is one of the primary areas for
understanding human behavior, Rami (2000). Communication is an essential tool
for management, which is used to carry the whole organization as a single being.
Communication is an integral part of the organizational
process as the flow of communication up and down the organizational hierarchy
has its effects on efficiency, decision- making and morale of organizations.
Thus, effective communication is regarded as the foundation of organizations
today (Witherspoon, 1997; Von Krogh e al., 2000). Communication strategies are
common in the business world, where they are used as part of a business plan,
detailing how to communicate with various groups of people.
A single business may have multiple strategies for different
categories of people, such as clients, investors, competitors or employees.
Some companies even have an internal communication strategy for communicating
within the business itself. These strategies are used to determine things like
what information to share with the clients or investors, as well as how that
information should be presented.
Communication is applied to all phase of managing. It is
particularly important in the function of leading. Communication is critical
for all level of human behavior man’s ability to think and transmit the thought
through the communication process, provides the binding element for social
interaction. The relation success or failure of human endeavor depend to a
great extent upon the effectiveness of communication
According to
Drucker (1985), the management effectiveness depends on his ability to listen
and to read on his ability to speak and to write. Unfortunately, the importance
of communication has not been well recognized in business. It is generally
believed that anyone with common sense can write. Most managers write to
impress not to express. Effective communication is a fundamental aspect of job
performance and managerial effectiveness. Communication is a vital management
component to any organization whether the purpose is to mainly update employees
on new polices to prepare for a weather disaster to ensure safety throughout
the organization or to listen to the attitude of employees; effective
communication is an integral issue in effective management.
The purpose
of the paper is to recognize and discuss the significance of effective
communication during the process of managing changes in organizations. The
paper reviews the literature investigation the relationship between
communication and organizational change. The advantages of successful
communication related to improved efforts of employees to plan and execute
strategies are also discussed. The paper also identifies the objectives and
communication needs for each stage of the change process. Also, the various
motives and benefits of organizational communication are discussed. The paper
offers a change communication model which identifies different variables
facilitating effective communication and finally ensuring successful
organizational change. Also, it highlights the aspect of communication which
has proven to be useful for successful changes in business organization. In the
uncertain and always changing times or any situation, communication is critical
between leadership and its member. To assure a steady and meaningful flow of
information, human resource leader can play and should play a strategic role in
assuring effective communication is delivered in a meaningful two-way process
i.e. sending a message and receiving a proper feedback. It has been observed
over the years that effective communication has been a strategy for
organization that has been performing well. It has ensured a cordial
relationship between management of an organization and its employees.
1.1.Profile of Nigeria Brewery Plc (NBL). Mission
"To be the leading beverage company in Nigeria,
marketing high quality brands to deliver superior customer satisfaction in an
environmentally friendly way”.
Vision
To be a world class Company”.
Core Values
· Respect for
individuals, the society and the environment.
· Performance: A
culture of high performance to deliver outstanding value to our stakeholders.
· Passion for
Quality: Not just for our products but also in everything we do.
· Enjoyment: We
bring enjoyment to people through our high quality products, communications and
sponsorship activities
Company’s Overview:
Nigeria Brewery Plc is
Nigeria’s pioneer and largest Brewing firm. The company was incorporated in
1946 and in June 1949, we recorded a landmark when the first bottle of STAR
lager beer rolled off our Lagos Brewery bottling lines. This first brewery in
Lagos has undergone several optimization processes and as at today boasts of
one of the most modern brew house in the country.
In 1957, NBL commissioned its second brewery in Aba. The Aba
Brewery has also recently undergone several optimization processes and has been
fitted with best in brewery technology. In 1963 commissioned the Kaduna Brewery while Ibadan Brewery came on
stream in 1982. In 1993, acquired her
fifth brewery in Enugu. A sixth brewery, sited at Ama-eke in 9th Mile,
Enugu was commissioned and christened Ama Brewery in October 2003. Ama Brewery
is today the biggest and most modern brewery in Nigeria.
In October 2011, the
company bought majority equity interests in Sona Systems Associates
Business Management Limited, (Sona Systems) and Life Breweries company Limited
from Heineken N.V. This followed Heineken’s acquisition of controlling
interests in five breweries in Nigeria from Sona Group in January 2011. Sona
Systems’ two breweries in Ota and Kaduna, and Life Breweries in Onitsha have
now become part of Nigerian Breweries Plc, together with the three brands: Goldberg
lager, Malta Gold and Life Continental lager.
In 2014,NB Plc got
approval from the Securities and Exchange Commission and the respective
shareholders of both Nigerian Breweries Plc and Consolidated Breweries Plc to
merge the operations of both companies. The merger became final on December 31,
2014 . Following the successful merger, NB Plc has now
three additional breweries in Ijebu-Ode, Ogun State, Awo-Omamma in Imo State
and Makurdi in Benue State. The merger also brought an additional seven brands
into our portfolio.
Thus, from that humble beginning in 1946, the company has now
grown into a Brewing Company with 11 breweries, 2 malting plants and 26 Sales
depots from which our high quality products are distributed to all parts of
Nigeria.
Nigerian Breweries Plc has a growing export business which
covers global sales and marketing of our brands and dates back to 1986. NB Plc
offers sales, logistics and marketing support to make our brands shelf-ready in
international markets, including world-class outlets such as TESCO and ASDA
Stores in the United Kingdom. Her brands are available in over thirteen
countries, across the United Kingdom, South Africa, Middle-East, West Africa
and the United States of America.
1.2 Statement of
the Problem
Without doubt a high percentage of
inefficiency and misunderstanding in organization can be traceable to
inadequate and insufficient understanding of information.
Since communication is said to be the nervous system of any
organized group. Davis (2002). No doubt
there are some problems associated with effective communication on
organizational performance these include.
i. Poor listening
and premature evaluation when people do not listen carefully to what is being
said to them, this will in turn result to premature evaluation
ii. Information overload: When information is too
much it will lead to misinterpretation
iii. Difference in
status and power between the sender and the receiver of information is another
barrier to effective communication.
iv. Selective perception: people tend to perceive what they
expect to perceive in communication, it means that they hear what they want to
hear and ignore other relevant information.
v. Attitude: This is
the predisposition of an act or not to act in certain way. It is a mental
position regarding a fact or state. Clearly, if people have made up their
minds, they cannot objectively listen to what is said. According to Katz (2000)
he stipulated that the fundamental problems in communication arise from two
assumptions.
(a) On the part of the speaker or writer
(b) On the part of the listener or reader.
1.3 Research
Questions
Undoubtedly
an effective communication in an organization is the strategy for enhancing and
directing the performance of any organization in this present day complex and
competitive environment that not withstanding the following questions will be
asked.
(a) Does effective
communication affect the performance of an organization?
(b) How can organizational performance be enhanced by
effective communication?
(c) What is the impact
of the environment on both inflow and outflow of communication in the
organization?
(d) What are the major factors responsible for the
difficulties encountered in the interpersonal communication between top level
managers and lower level managers?
This research question will be answered in the objective of
the study.
1.4 Objectives of
the Study
The specific
objective of the study is to determine and evaluate on the strategies of
enhancing organizational performance through effective communication. The
specific objectives of the study include.
i. To
examine if effective communication has effect on organizational performance.
ii. To
ascertain if organization environment affect communication process
iii. To verify
if communication difficulties affect various management cadre in the
organization.
1.5 Research
Hypotheses
In this research work some hypothesis are formulated by the
use of the null and the alternative hypothesis. For the purpose of testing. The
null hypothesis is denoted by Ho, while the alternative hypothesis is denoted
by Hi:
1. Hypothesis One
Ho: Effective communication does not contribute to
organizational performance.
Hi: Effective communication contributes to Organizational
performance.
2. Hypothesis Two
Ho: Organizational
environment does not affect organization communication process
Hi: Organizational environment does affect organization
communication process
3. Hypothesis Three
Ho: A Communication difficulty does not affect various
management levels in organization.
Hi: communication difficulties affect various management
levels in organization.
1.6
Significance of the Study
i. The research
work will be of immense benefit to various forms of organization in Nigeria at
the conclusion of this research work, both top and low level managers in
Nigeria organization would be able to view communication as a means by which
people are linked in an organization to achieve their common objective.
ii. This research
work will be of importance to Nigerians because it would describe the various
methods techniques and means by which effective communication as a strategy for
enhancing organizational performance.
iii. More so, this
study would produce an insight for top middle and low level managers in
organizations in Nigeria to understand the importance of effective communication
and ensure observance of this for optimal performance.
iv. The research work
would be a useful source of materials for information, teaching and for future
research purposes.
v. Finally this
study will assist in knowing the benefit to be enjoyed and derived that really
emphasizes on the concept of organizational communication as a strategy for its
organizational growth and performance.
1.7 Scope of the
Study
The research work is to study the effectiveness of
communication as a strategy for enhancing organizational performance with
regard to Nigerian Breweries Plc.
The scope of this study is not intended to embrace in detail
all that may have been required to develop the topic of the study because of
its broad and its inherent difficulties associated with obtaining data because
of time constraints – which will hamper a useful detailed development of the
research topic.
More
so, the studies carried out so far are
(a) The reaction of
top management staff to effective communication
(b) The process that can enhance effective communication in
organization.
(c) How can effective
communication enhance organizational performance?
(d) Factors that account for the achievement and failure of
organization
1.8
Limitations of the Study
NB Plc is a very large company with well over five thousand employees .
Therefore to carry out an aggregate study of the flow of effective
communication as a strategy for enhancing organizational performance will be a
tedious task and requires much time, but this constraint was mitigated against
by carrying out the survey across the various locations and departments in the
organization.
1.9 Operational
Definition of Terms
1.
Communication: is the transfer of information from one person to another
2. Organization:
An enterprise/business entity.
3. Performance:
The rate at which something works
4. Management:
People or persons in charge of organization.
5. Top level
Management: Refers to the heads of any organization
6. Middle
level/management: This group consists of
the personnel accountants and marketing officers this group is answerable to
the top level management.
7. Lower level
management: This group carries most of the information both to the top level
and middle level management and they are referred to as the supervisory level.
8. Subordinates:
are directly involved in coordinating the activities of management employees
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