Tutorial 1

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The Changing Environment

Objectives:
Discuss corporate communication in the context of...
1. Event that have influenced the operating environment of business
2. Global village
3. Competing in a Changing Environment
Contents:
Part I- Events that have influenced the operating environment for business

Attitude toward American Business through the Years
Year
Scenario
Characteristics
1860s
Railway / Industrial revolution
Transform into mechanized mass production in factories
1911
Women and child abuse in factories
Exploitation of women and child labor
1920s
Rising stock market and Great Depression
Post WWI. Disparity in wealth distribution
1950s
Steel/Factory Industries
Post WW2 & Communist influence
1970s
Civil right & oil
Vietnam war & middle east crisis
1980s
Economic boom
Changing attitude toward business
2011
Customer’s always right to customer’s first
Stock market crash, corporate fraud, unscrupulous financial analysts, pay gap, wall street crash.

Hollywood: The influence of film and Television
·         Positive and negative impact.
·         Business negative image as exported around the world the dramatized real-life tales of corporate wrongdoing

Part II: Global Village
·         Technology has enabled communication to disintegrate national border into “Global Village.”
·         Corporate social responsibility
·         Social engagement
·         Social media and blogs

Part III - Competing in a Changing Environment
·         Anti-business environment; Gillette
·         How managers can adapt to the challenges;
1) need to recognize that business environment is constantly evolving. Be alert!
2) adapt to the environment without compromising principles.
3) Don’t assume problem will magically disappear.

4) keep corporate comm. connected to strategy.

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