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Culture's Role in Organizations Approaching Cust/rel and Soc/responsibility

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Running head: CULTURE'S ROLE IN ORGANIZATIONS APPROACHNG CUST/REL

Culture's Role in Organizations Approaching Cust/Rel and Soc/Responsibility

Culture's Role in Organizations Approaching Cust/Rel and Soc/Responsibility

The definition of a company and its involvement in wider society is expanding causing corporations to take greater responsibility for its impact on society while meeting the culture diversity with employees, customers, clients, and community, in the environment within the company's outreach base (Business Link 2008). This obligation goes beyond the legal obligation to function within the law but seeing organizations voluntarily taking steps to improve the quality of life for employees and families as well as for the local community and society at large. Good relationships with local authorities make doing business easier. Corporations benefit in many ways by operating with a broader perspective and aggressive profit margins (Business Link 2008). Some people argue that CSR distracts from the basic economic role of businesses; others argue that CSR is nothing more than a superficial marketing tactic (Forbes 2008). Organizations that have a CSR program use it as a safety tool for recruitment and retention (Forbes 2008). Potential recruits often ask about a firm's CSR policy during an interview and having a comprehensive policy can give and advantage (Forbes 2008). This can also improve the perception of a company, particularly when staff can become involved through payroll giving, fundraising activities or community volunteering. Corporations must have in place an extensive training program for employees who further enhances multi-lingual and culture diversity, also adequate communications and obtain research and data that clearly defines present and further needs; while implementing a global marketing and distribution plan that assures profit.

Acceptable communication requires the employees to be knowledgeable and confident in his or her knowledge and be well able to convey the message that should be considered valid (Foundation Coalition 2000). "Employees must be aware of the fact that different cultures foster different communication styles, e.g., linear communicator (context is within broader dialogue/story), or a spiral communicator (start from a broad perspective and narrow down to the point (The Foundation Coalition. 2000)." No culture style that is better than the other. Attitudes, knowledge level, social positions, culture are all very important Failure to develop good listening skills could cause and individual not hear important information or suggestions that could prove to be instrumental in the companies success or failure. Adequate communication requires accepting a message through attention and comprehension (Foundation Coalition 2000). Attention involves tuning in to the message being sent and comprehension involves understanding the message whether accepting or rejecting it. Accepting a message involves both a cognitive acceptance of the message and an affective acceptance of the message (Foundation Coalition 2000). "Through the model SCRM the values in thinking about communication demonstrates that effective communication is a complex process, rather than just speaking and listening (Kline 1999)." Intellectual comprehension must be exercised in order to complete effectively the communication cycles (Blanchard 1988). Many words have multiple meanings in different cultural, that why play back for confirmation is important. Employees should rephrase what the customer said to assure they understood what they heard. Play back is acknowledged as being correct by the original speaker and supports appropriate customer service technique.

The company should have in place an aggressive research and data team or seek the services of a company such as SAS. This team should strive for a unique selling proposition which can separate them from the competition in the minds of consumers. The amount of social responsibility a company adopts can play a role in building customer loyalty based on distinctive ethical values. Business service organizations can benefit too from building a reputation for integrity and best practice. SAS has evolved into the leader in business analytics and the largest independent vendors in the business intelligence market, helping

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