communication and organizational culture in the company

II International Symposium Engineering Management and Competitiveness 2012 (EMC 2012)

June 22-23, 2012, Zrenjanin, Serbia

COMMUNICATION AND ORGANIZATIONAL CULTURE IN THE COMPANY

Miloš Jovičić1,Goran Zarić2,Danijela Milovanović3

ABSTRACT

Organizational culture represents a more competitive edge in the factor market. Companies that have a clearly defined culture, creating a positive image with customers and getting more profit. Companies with significant organizational culture are more willing to tackle the biggest challenges that arise in recent years due to the recession. Good communication between employees and between managers enables easier decision making, delegation of tasks, as well as conflict resolution, and thus contributes to building a positive climate business. Transfer of Paragraph, beliefs, and rules of the organization is the basis for designing a strong organizational culture. In this paper, we try to emphasize the importance of communication within the organization to motivate workers to achieve better results and to reduce the level of their mutual conflict.Key words: communication, organizational culture , crisis, linking, image

1.Introduction

In times of crisis and recession, when many large companies experienced a decline of state governments are struggling to preserve every job , management must more than ever to work on establishing the organizational culture in companies. Organizational culture should be a means of integration between the capital owners, top and middle management or all employees . But in a number of organizations and especially in those who worked in the safe conditions (monopolies, state enterprises ...) is not developed enough awareness of the need to adopt common: values, attitudes and beliefs that they are not framed in the language , attitudes, symbols, management activities ...

The solution is quick and meaningful communication through vertical and horizontal structure of the organization. This communication will contribute to the feeling of unity and solidarity, will enable the transition of ideas for overcoming the current difficulties, the ability of firms to establish a flexible business and further development in both the technical and technological terms, such personnel and creatively in order to speed action to new challenges. The introduction of IT in business leads to verbal communication is increasingly suppressed and social networks are at the same time can talk with several colleagues, although there is a danger that this communication in working hours is not formal but it is for

1 M.Sc. PhD student University of Kragujevac, Kragujevac Faculty of Engineering Sciences; mail: milos.jovicic84 @ yahoo.com2Directorate of Roads municipalities Vladimirci mail: zaric.goran5 @ gmail.com3 TF .’’ M.Pupin” Zrenjanin student mail: milovanovic.danijela @ yahoo.co.uk



absenteeism in the workplace and for spreading rumors about colleagues. It is necessary to establish the norms of communication and direct them to raise a culture for the sake of survival in the market and increase profits and satisfaction of all employees.

2. Factors that affect the corporate culture

At the organizational culture of work among the many factors which have an important role in the labor relations group manager leadership style, feature of the organization as a management process that egyistiraju in the organization. (Seifert Z. ‘’Organizacija poslovnih sistema”2006)

Figure 1. Factors that affect the corporate culture

As you can see a system of communication and communication itself is an important factor in building an organizational culture and goal of our work is to know what constitutes successful communication in the company to integrate it into their culture and are in business. Also from this diagram we can see the kind of communication exist in the organization: communications managers to workers, then communication between groups, the communication processes that take place (and the cooperation and conflicts are a form of communication). We see that as well as the organizational culture and communication affect the size, complexity and autonomy of the organization.

3. Communication management to employees

Communication in management actually has two important aspects (Sajfert Z.’’Preduzetništvo”2003)

Factors influencing the culture of the organization

The Working Group-advantage-obstacles-moral-friendship

Leadership style of managers-reservations-emphasis on quantity of production-leniency-,, Sticking your nose "at all

Management processes-reward system-system communication- conflict / cooperation-tol. risk

Feature, the organization

-size-complexity-formalizovanost-autonomy



1. Communication is maintained through personal relationships,2. Communicate effectively transmit messages.

Successful managers always have the time to listen to colleagues who are in their rank and supervisors and subordinates. To be able to get the truth he must gain the trust of respondents and to let them know they have a common interest. During the conversation should be natural and to put the interviewee know that you respect his views. You do not need to have a fear of humans, or from what you say. It is necessary to speak meaningfully and at his interlocutor that he could not understand us. When communicating you will meet the specific profiles of people (Sajfert Z.'' Preduzetništvo "2003):

-'' thinkers " prefer to deal with facts and figures,-'' intuitive " creative act and the idea,-'' sensual " face action,-'' emotional "driven by emotion.

From this we see that when forming the system of communication must take into account the psychology of personality, a good tip is to first listen to the first part of the talks determine what type of personality belongs to the respondent and consequently make conversation. Written communication should be avoided in the company and use it only if you want to avoid personal contact, or if you need to make clear that this is an action that should take. Also in this type of communication should have a concise and effective. As for reading also apply the same rules as for writing. Of course, it is said to be a form of communication will depend on the factors discussed above and in particular the style manager.

4. Communication between workers

Business is a complex process and people involved in it must be the nature of work to communicate with each other. These people are usually categorized into specific groups to interact. These groups can be classified into a small space, and inevitably must come sometimes to some disagreements. Each group expects loyalty from its members and has developed reward systems or symbolic punishment for those who do not respect the rules of the group. The reaction of certain information may be understood differently by certain groups within the organization. The characteristics of the group (group culture) makes their mentality. Groups can be formed at the workplace, according to years of service, gender, marital status ... Each group has its own system of values, attitudes, interests and communication task is to integrate all these features into a strong organizational culture. Of course the task of managers is that all these groups the most appropriate way to convey the views of management and corporate objectives. It just puts business people in different systems and structures. By the nature of the work staff manages a group of people, others have a certain status and privilege that they have a certain prestige. A good system of communication that everyone here should explain why these people deserve the prestige and so do not let jealousy and unfounded jealousy affects the good climate in the organization which would be collapsed and organizational culture. It should also be mentioned that in modern companies the process of moving and going and going of workers is a common occurrence. There may be a problem that people should be informed about the changes you need to take a narrow or a wide range of people, one must ask whether it will bring i envy so badly affected by the organizational culture.



5. Features of organizational culture that is transmitted communications

Elements of organizational culture to be transmitted through the entire company are:

-standards,

-philosophy of the compani (the dominant values, attitudes, beliefs),

-rules.

Values, attitudes and norms are invisible factors organozacione culture and visible parts of culture are in fact only their outward manifestations. Here be transferred to employees: the company philosophy, the maximum orientation to the customer, encouraging team spirit and innovation processes, management by objectives, accepting the changes, the benefits of teamwork, joint problem solving, business ethics, which are channels of communication, the status symbols of the company should work and efforts deserve. Also in talks to mention the tradition and history of the organization. Examples from history that are positively or negatively affect the organizational culture to recount and analyze how the errors would not be repeated and positive examples should be emphasized as a desirable model. And in many rituals and ceremonies there is communication among employees. At the ceremonies can always send a message about how to shape the culture of the company.The symbols include organizational culture and language and jargon. Various companies are different on them because they will be different for each activity they perform it. We also determined the jargon can I have a special group within the company. In my opinion, to try out the jargon of the business and negatively impact on the organizational culture, because sometimes if you need to conduct a conversation between multiple groups can lead to difficulties in communicating.

Communication can be achieved in the organizational culture:

- giving its members a sense of belonging,- establish loyalty among employees,- social stability of the company,- action orientation of employees.

Communication is also very important for the maintenance of organizational culture as it should provide a well-developed sense of organizational culture is a beautiful working environment than areas where the tense atmosphere and where it is in fear. Also it develops and spreads a sense of community, the need for members, staff exchanges.

6.The importance of communication in changing the organizational culture

Turbulent times in which we live, continuous progress of science and technology organization said the constant changes. These changes apply not only to the change machine, human or organizational structures, but also refers to the organizational culture. Sometimes and most improved crops must undergo occasional changes that would become monotonous and boring. Most of the factors influencing cultural



change in the external environment, as well as changes to their top people who were symbols of the culture. The role of communication should be the transfer of the reasons for the change in an understandable and acceptable manner. Communication should also neutralize and reduce resistance to change, and to provide management information to the new situation affects the operation of the company.Changes in organizational culture goes through several stages of determining the need for change through the election method for implementing a change to a new culture. All these activities must be conducted in coordination with a number of people inside and outside the company and is therefore very important to good communication between all stakeholders. As an organization of people and do when and change there must be adequate communication. There are two approaches that the first is the direct replacement of those people and us in this work is not that interesting, and the other is an attempt to change the problem of workers thinking and working. Talk about problems with employees can often lead to improvements in them and it is almost always easier to adapt to the culture of individual companies rather than the opposite which naturally depends on its position in the system.

7.Conclusion

The purpose of good communication in the company is informing employees about the tasks to be done, ikonflikata resolve disagreements between them, coordination, stimulation and intervention. Also good communication provides insight into the results of some decisions and reporting on the actions taken. Communication is important for cross transmission of business objectives throughout the organization. There are two types of first communication for performing operational tasks and those that transmit a political message. For us the important policy of the establishment, development, operation and organizational culture It is formed the image of companies that increasingly determines successful from unsuccessful companies. It is easier to achieve goals if we know that the organization has stable and positive culture of a course busin climate ess partners and customers more respected companies that have a clearly defined organizational climate. In order to achieve all the above organizations should be developed and recognized system of communication as a factor affecting the establishment and nurturing of the organizational culture.

8. REFERENCES

Sajfert,Z. (2008) ‘’Organizacija poslovnih sistema” TF.’’M.Pupin” Zrenjanin

Sajfert,Z. (2003) ‘’Preduzetništvo” TF.’’M.Pupin” Zrenjanin

communication and organizational culture in the company

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