The principles and goals of communication Essay Example

a significant role in PUMA's focus on the Asian market. A published article emphasizes that Asia should not be viewed as a whole since Japan and China are at different economic stages (Credit-suisse). It further highlights India as an important fast-growing market with potential (Credit-suisse).Observing stores in both large and small cities allows everyday people to gain insight into business demographics. It is clear that brands like PUMA primarily establish stores in larger cities with a higher standard of living, catering to the demands of a busy and competitive environment. Many individuals find pleasure in maintaining a healthy lifestyle after a stressful day at work, which necessitates athletic wear - an area where PUMA AG excels. Despite challenges and a demanding organizational structure, the company's income growth can be attributed to its comprehensive understanding of business demographics and effective utilization thereof. Operating globally through stores in almost every country worldwide, PUMA AG places great importance on organized communication within its chain for efficient business operations (PUMA.com, online).

ORGANIZATIONAL GOALS

Definition: An organizational goal refers to the planned calculation of business objectives that an individual or system aims to achieve - it represents the desired endpoint in personal or organizational development (Wikipedia, online). In simpler terms, an organizational goal is the target and purpose towards which an organization operates. PUMA AG has set long-term goals aligned with their mission and vision statement to guide their actions towards success.The core of PUMA AG's activities is based on PUMA VISION, which emphasizes "FAIR HONEST POSITIVE CREATIVE" (PUMA VISION, online). In order to achieve these objectives, PUMA AG focuses on environmental and social concerns and engages in initiatives that

support global peace, art, as well as creative individuals and organizations. Effectively communicating the organization's goals is vital for realizing its vision and mission. Therefore, PUMA AG has established norms and expectations for both individuals and groups. Explicit norms are put in place to define acceptable behavior within the group while implicit norms regulate coffee breaks, meeting times, dress codes, and language usage. All of these norms are clearly outlined in policies within PUMA AG to promote openness among employees (such as employee introductions), reflective thinking, and feedback. Meetings should ensure that all members have a clear understanding of the issues being discussed. Conversation norms that foster effective communication - assertiveness, empathy, and acknowledging others' perspectives - are established within PUMA AG to address conflicts or disagreements among employees in a productive manner. It is important that these norms are tailored to meet the needs of distributed teams according to their location. Ultimately, PUMA AG aims to become the most desirable and sustainable sport lifestyle company in the long run.In PUMA AG meetings, various speaking styles like discussions and dialogues are utilized to reach compromises and agreements that align with the company's goals. Communication tools such as posters, symbols, and booklets are available in all PUMA facilities for effective communication with employees and customers. Managers at different levels of the organizational structure coordinate these activities to achieve the company's objectives. The main governing bodies of PUMA AG include the Board of Management, the Supervisory Board, and branches worldwide with presidents, representatives, managers, and ordinary employees (Sustainability Report, Puma.com). The successful establishment of organizational goals, communication, and norms contribute to PUMA's multimillion net incomes every year

(Puma.com). "Organizational culture" refers to the values, beliefs, and behavioral patterns within a group that shape its working environment and public image (Wikipedia). In large companies like PUMA AG which has over 9,000 employees from diverse cultural backgrounds and countries, a well-defined organizational culture is essential in controlling employee behavior. Therefore,PUMA AG has established cultural norms that must be adhered to by everyone for creating a favorable work environment (Puma.com).The web publication of an interview with Jochen Zeits, CEO of Puma (Credit-suisse, online), highlights the challenges faced by PUMA AG in the 90s. One significant change that contributed to PUMA AG's current position relates to its organizational culture. According to Zeits, "We have established a corporate culture and anybody who joins the team, regardless of age, must fit into that culture." During this time period, PUMA AG also reduced staff numbers by 30% and embraced younger generations with a fashion-forward and open-minded approach.

Zeits emphasizes teamwork, open communication, trust, and the absence of political relationships as important components of PUMA's corporate culture. These factors are vital for the success not only of the company but also its brand. Furthermore, ethics within the organization play a crucial role in achieving business success. Honesty, fairness, and respect are highly valued principles within PUMA AG.

Maintaining employee satisfaction and a sense of purpose is key in fulfilling the company's vision, mission, and goals. Implementing strong ethical policies can positively impact all aspects of the business. To uphold high social standards while minimizing negative environmental impacts has been achieved through various guidelines implemented by PUMA AG such as a Code of Conduct, Handbook for Social Standards, Handbook for Health and Safety,

and Handbook of Environmental Standards.The company's objective is to promote respect for the rights, cultures, and values of employees, customers, and stakeholders. PUMA AG also established the "SAFE" concept ten years ago as part of their Corporate Social Responsibility Policy. This concept is built upon five core pillars: Transparency, Dialogue, Evaluation, Social Accountability, and Sustainability (Workplace/Puma Safe, 2010., PUMA.com, 2010).

MANAGEMENT OF KNOWLEDGE RESOURCES

Knowledge management is a crucial aspect of management that includes both human and technological resources necessary for maintaining profitability (Wikipedia, 2010). In this context, it becomes evident that knowledge management encompasses the utilization of technology resources as well as creativity and intellectual capacity of individuals within the company. By doing so, the company can offer customers cutting-edge products and maintain its market position.

Effective communication plays a pivotal role in managing knowledge resources. PUMA AG utilizes various methods such as training programs, orientations, annual reports seminars conferences etc. The organizational structure of PUMA AG is decentralized with central offices supported by updated information technology which enables such a decentralized structure to exist.Based on communication activities within the company, this structure promotes multiculturalism and enhances efficiency at local, national, and international levels (Sustainability Report, PUMA.com, 2010). The approach attracts young individuals worldwide who are adept at utilizing new technologies and communication channels of the 21st century.

Group dynamics or organizational development (OD) involves understanding group behavior in problem-solving or decision-making situations (Wikipedia, 2010). At PUMA AG, group dynamics is guided by principles that promote assertiveness, open-mindedness, reflective thinking, active listening, and idea sharing among all employees. The company consists of positive, young, and creative individuals who freely express their thoughts. Respect for one another and sharing

concerns, ideas,and perspectives beneficial to both the company and its employees are expected. These are key tools for achieving positive results in the global market.

PUMA AG takes responsibility for creating an effective working environment by establishing social and environmental standards and guidelines. An open and active approach within the company supports dialogue through regular internal and external meetings.According to PUMA's sustainability report, addressing environmental and social concerns is most effectively done through team collaboration and constructive dialogue. The company emphasizes constant communication and the sharing of ideas among employees and all relevant stakeholders. To ensure effective meetings, PUMA follows a Meeting Management process that entails planning, monitoring, and organizing various meeting aspects. The type of meeting held depends on its purpose, while establishing an agenda that aligns with the meeting's objective is crucial. Cooperation among participants is essential for setting meeting objectives, preparing questions and topics, and delivering clear presentations. Timetables and punctuality are also emphasized for successful meetings. At PUMA AG, there is a Board of Management and Supervisory Board overseeing the company's operations. Shareholders participate in an annual general meeting where they exchange viewpoints, ideas, ask questions, and address pertinent issues. All meetings within PUMA AG aim to gather necessary information for the company's ongoing development. The responsibility for fulfilling duties, adhering to timetables, and managing meetings lies with all members of the Board.The importance of following and respecting the Code of Conduct at PUMA AG, including for Board members, is emphasized. Cultural diversity and different perspectives within the company are acknowledged and respected during meetings, as PUMA operates globally with employees from 19 different cultures. Worker councils participate in the Supervisory Board

to enhance communication. This communication structure is crucial for PUMA AG's success (Source: Sustainability Report, PUMA.com, 2010). Stakeholders are individuals, groups, or organizations who have a direct or indirect interest in an organization and can be impacted by its actions. Key stakeholders include creditors, customers, managers, employees, government agencies, owners (shareholders), suppliers, unions, and the community from which resources are obtained (Source: BusinessDictionary.com, 2010). Maintaining positive and active communication with stakeholders is vital for business success. Communication methods may include regular meetings and conveying notifications through media channels.Financial reports are an important part of communication within a company as they demonstrate the company's strength. The PUMA AG effectively communicates with stakeholders through their annual stakeholder dialogues, which involve critical groups and experts in productive discussions to find solutions (PUMA.COM, 2010). In the business concept, "NETWORK" refers to like-minded business people recognizing and acting upon opportunities (Wikipedia, 2010). Business networks include human resources, technology networks, and communication channels. PUMA AG operates on a decentralized network structure where communication flows in all directions within the hierarchy. Ordinary employees participate in high-level decision-making through the Work Council. Both vertical and horizontal communication channels are used for conveying messages, including electronic mails, memos, newsletters, reports for vertical communication and face-to-face meetings and telephone communication for horizontal communication.The significance of organizational structure in communication within the company is underscored by the highly developed technology infrastructure, such as LAN and video conferences, employed by PUMA.COM (2010). The report concludes that a well-established communication structure is crucial for achieving optimal results. Successful organizations like PUMA AG exemplify the benefits of adhering to established procedures and processes.These companies are recognized as leaders in

the global market because they utilize advanced organizational management and communication resources to achieve high-level goals.

Recommendation

Based on the provided information, it is clear that certain factors must be considered to ensure a company's success. These include implementing a structured organizational framework, fostering effective management practices at all levels, establishing efficient resource control systems, implementing effective communication strategies, making knowledge and information easily accessible and understandable, promoting open-mindedness, assertiveness, respect, and conflict management skills among employees. It also involves implementing well-established procedures and policies that are transparent and standardized, promoting specialization and training opportunities for employees' development of creativity, positive morale, and rational decision-making abilities. Additional recommendations include ensuring organized meeting management, maintaining positive relationships with stakeholders, promoting teamwork while establishing a strong organizational culture and ethics. Delegating authority and responsibility where appropriate is important along with setting clear organizational goals as well as vision and mission statements. Lastly but not least important - building a highly developed network should be established.