Organizational Communication
(Coca Cola)
By: Adrian Verge, Tobias Sahl & Gilon Gutkin
Index

Cultural Aspects

Business Communication

Communication in a Global context

Non-verbal/verbal Communication

Coca Cola example
Communication Differences and
the impact on business
Cultural Values
 Cultural Norms
 Religion
 Language (verbal and nonverbal)

Cultural Aspects

Anthropolgy definition of Culture: „A way of life of
a group of people...the stereotyped patters of learning
beahviour, which are handed down from one generation to the
next through means of language and imitation.“
2 Problems:
1) Culture is often blamed for miscommunication
2) Overgeneralizing of practices within a culture
Culture Aspect Problems
People have different habits, values and
interperet things differently.
 Ethnocentrism

 Can be disastrous in effective
communication
 Try to avoid it
 Overcoming it: become culturaly sinsitive
Dimensions of Communication

Body Language

Relationship factors
 Time, space, intimacy
 Example: business card (meishi) exchange
in japan
 Take with two hands, always have one and
Communication examples

Mr Zank: Bad ass (means bad)

Normal use: Bad ass (means good)
Communication and Business
Learn the cultures of those you conduct
business with
 Guard against ethnocentricity
 Recognize different cultural behaviours

Why understand organizational
communication in a global context?
Business opportunities
 Job opportunities
 Improves the contribution of employees
in a diverse workforce
 Sharing of views and ideas
 Talent improvisation
 An understanding of diverse market

Religion
 Protestant and Christians: stresses hard work
 Judaism: stresses education, development
 Islam: Focus on rules for social interaction
 Hinduism: encourages family orientation
 Buddhism: stresses avoidance of worldly
desires
Non-verbal Communication

Body language:
 Physical closeness of people
 Posture and body stance
 Eye-contact (use or avoidance)
○ Looking in the eye is assumed to indicate
honesty
○ In others it is seen as challenging and rude
○ Western and Arabic vs. South Asian
 Touch
Non-verbal Communication

Hands and gesturing:
Verbal Communication
High Context Culture: cultures that rely
heavily on non-verbal attitudes
 Low context culture: cultures that rely
heavily on words to express meaning

Verbal Communication
1.
Opening and closing conversation:



2.
who addresses whom when and how
duty to speak first
proper way to conclude a conversation
Taking turns during conversations:


take turns in an interactive way
or it is more important to listen thoroughly
and without comment, without immediate
response
Verbal Communication
3.
Interruption:
–
4.
Use of silence:
–
–
5.
Vocal and emotional expression
Silence as a sign of thoughtfulness and
respect to the original speaker
Other times, silence may be experienced
as a sign of hostility.
Appropriate topics of conversation:
–
Money example
Verbal Communication
6.
Use of Humor:


7.
In the West try to build immediate
relationship through humor
The use of laughter can be experienced as
a sign of disrespect
Knowing how much to say:

In some places, less is definitely more
Business Communication;
U.S. vs France
Coca-Cola Example

The most recognized word on
the planet after “OK”!

How do they achieve this??

One strategy for one world
 Common product, for a common need
 Same strategies for different countries and different
cultures
Coca Cola

Internal communication
 Management Style
○ Employee
○ Communication tools

External communication
 B2C
○ Interaction with the customer
○ Advertiment startegy to communicate
 B2B
○ Interaction with suppliers
Management Style

Create a good imange of the companies responsability

Autocratic, democratic and (alaissez-faire) style. The ‘hands
off’ approach.

Coca-Cola is focused on Achieving Flexibility Through
Strategic Workplace Planning
 Highly collaborative business team
 Supports the company’s work force
 Manages operational cost
 Maximizes competitive advantage.
Employees

Peak Performance System
 in tandem with more than 100 global people development forums
 discuss development, movement and succession plans around the world

Open communication
 Regular dialogue
○
Personal communication

○
Written communication

○

Employees can express the importants and fears
Cheap, direct
Company newsletters
Efectively solicit and leverage innovative ideas
Communication tools

Diversity Advisory Council
 Consists of a representative group of employees from all
levels,functions and business units of the organization

Employee Forums
 Source of competitive business advantage
 Instant messaging
○ Internet chat
 Video conferencing
○ Big TV s
Coca Cola and Suppliers
“we have a responsibility to hold our direct suppliers and bottling partners to
standards no less than those required by applicable law. We also have an
opportunity to support community development by purchasing goods and
services from minority- and women-owned business enterprises (MWBEs).”
-The Coca-Cola Company
• Communication at first through online brochures
• If suppliers is applicable then Coca Cola engages in personal talks
Coca Cola and Suppliers
•The Supplier Guiding Principles (“SGP”) - communicates values and expectations
•Shared values must serve as the foundation of the relationship
•Expect our direct suppliers to follow the spirit and intent of these guiding principles:
Freedom of Association and Collective Bargaining
Prohibit Child Labor
.
Prohibit Forced Labor and Abuse of Labor
Eliminate Discrimination
Work Hours and Wages
Provide a Safe and Healthy Workplace
Protect the Environmen
Supplier Code of Business Conduct
Conflicts of Interest -Employees of Coca Cola should act in the best interest of the
Company.
Gifts, Meals and Entertainment - Employees are prohibited from accepting
anything more than modest gifts.
Business and Financial Records - Must keep accurate records of all matters related
to the supplier's business with Coca Cola.
Bribery - Must comply with the U.S. Foreign Corrupt Practices Act, as well as all
local laws dealing with bribery of government officials.
Protecting Information - Suppliers should protect the confidential information of
The Coca-Cola Company.
Reporting Potential Misconduct - Should report illegal activities to the Company
Coca Colas external communication
(consumer)

Target Market: Coca-Cola is available in
nearly 200 countries around the world.
 Targeting the youth: use of celebrities, art of
sponsorship.
 Targeting the males: sports events
 Targeting young-adults: attract in pubs and
night clubs
 Targeting elderly people: advertising on
press
“The reasonable person adapts himself to
the world, while the unreasonable one
persists in trying to adapt the world to
himself”
Thank you for your attention