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Global Communications Gap Analysis

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Gap Analysis: Global Communications



Gap Analysis: Global Communications

Global Communications soon came to the realization if business and profits do not increase; they are facing going out of business completely. Over a three year period with the decline in profits of more than 50% the ability for the company to rebound is being questioned. Global Communications has to take action by improving technology and expanding globally. This will result in outsourcing thousands of jobs overseas and a layoff is expected. Alluding to contractual manipulation and unethical business practices the Union has elected to pursue legal action.

Situation Analysis

Issue and Opportunity Identification

Technology has moved forward at an incredible rate. This has allowed many different players to compete within the telecommunications industry. The cable companies have entered the telecommunications market to provide complete solutions encompassing computers, televisions and telephone services. The company soon recognized through their decline in profit some "discrepancy between current state (the way things are) and a desired state (the way things ought to be)." (Bateman and Snell, 2004, p. 10). The opportunity arises to expand globally and grow through introduction of new services for small businesses, align with satellite providers as well as partner with wireless providers.

In order to compete in local markets and step up globally Global Communications decided to move some of the call centers to India and Ireland. Through outsourcing employees there is an opportunity to reduce unit costs for handling calls by nearly 40%. Global Communications will offer the employees a 15% retention bonus to make up for the 10% reduction in pay if they kept their jobs and stay with the company, counseling for employees who do not retain their positions will be also be available. Global Communications has a history of treating their employees well. Executive vice president of Consumer Marketing and Sales is concerned that if Global Communications does not communicate soon to the employees they will hear of the layoffs through the grapevine.

Failure to communicate with the Union leads to a non-collaborative result. "People who have different stakes and perspectives in a decision related to the expenditure of scarce resources should have a voice in the decision process. In most cases, involving them in the process and working through the differences makes it more likely that they will be committed to the decision outcome, even if it is not the one they favor." (Gomez-Mejia and Balkin, 2002, p. 6-7). In this case Global Communication did not involve the Union in the decision process prior to going public, this resulted in a lose-win situation verses a collaborative win-win outcome if there had been clear communication.

Stakeholder Perspectives/Ethical Dilemmas

Global Communications is at the point where if business and profits do not increase they could go out of business. The senior leadership team has developed a two-pronged aggressive approach. First, they plan to introduce new services primarily to small business and consumer customers, and second they plan to implement cost-cutting measures by outsourcing employment to Ireland and India. This holds an ethical dilemma in that they have to layoff employees and send union jobs overseas. Global Communications values leadership by striving to be the leaders in the telecommunications market. The employees' interests are to maintain their employment; Global Communications is offering the employees the right to receive counseling due to this layoff. If they maintain their position they will receive a retention bonus to make up for the cut in wages. However, the employees value fairness and respect and would prefer to keep their positions over outsourcing for cheaper services after they have been so loyal. The Unions interest is to look out for the best interests of the employees; their right was to be informed of the layoffs prior to going public. The Union values honesty and communication. Global Communications clearly lacked both of these values when they went public about the layoffs prior to telling the Union, allowing them to prepare their employees. Evidently, Global Communications is acting in a hypocritical manner when they represent their philosophy as "Our Edge Is People." Then why are they laying off their edge?

End-State Vision

Global Communications will bring to the communication world innovative technology and deliver outstanding value to their customers and shareholders. In order for Global Communications to remain strong they will have to get a large return on their investment at the lowest possible cost. Eliminating employee positions and outsourcing thousands of jobs overseas will aid in financial means to improve marketability. Improving internal training and preparing for future expansion as well as providing new products and services will help phase out the competition and excel Global Communication to the top.

Gap Analysis

Global Communications organization should consider all possible avenues to resolve issues and make the best decisions. "By improving decision making, knowledge management, employee needs and coordination, workplace communication has a significant effect on organizational performance" (McShane & Glinow, 2005). Communication is the key to any successful business. "First organizations depend on the ability of people to coordinate their individual work effort toward a common goal" (McShane & Glinow, 2005). Global Communications is faced with economic issues, they need to come together to strategize



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