Explore the integrated management problem of poor communication and conflict in a mobile application company.
Mobile applications development business remains one of the most common companies in the current market. Integrated marketing can be described as the process of managing integrations of various company processes, systems, and resources for better company operation. Poor communication and conflict is a problem that affects integrated management since it affects the performance of employees and organization. A deeper understanding of the problem requires the various perspective of the problem that includes theoretical, financial, marketing, operational and strategic perspective. The following project reports explore the integrated management problem of poor communication and conflict in a mobile application company.
The mobile application development company is an organization that develops and deploys various mobile applications. Currently, many businesses in the market both local and international relay on mobile applications to meet customers’ needs. This has prompted the development of a mobile application that normally is used by smartphones to perform a specific task. Some of the categories of mobile applications include web applications, multitasking applications, and operating system or native applications. Web mobile applications include those mobile applications for websites. Native mobile applications are developed for the most operating system and include those applications for a specific task such as banking, shopping and utility apps. Multitask mobile application are those applications that build for various uses such a website and are build on operating systems (Madden 2014, p. 99).
Integration of various business process, functions and factors enable the development and production of mobile application easy. Integrated management, therefore, encompasses all the process of integrating various organizational processes and systems to a complete framework.
Mobile application developing company bases its operation on the integration of various business process and functions.
Poor communication and conflict within the business have a direct and indirect impact on the integration management. The integration of information system, business strategy, and the business culture is part and parcel of communication within the organization. Poor communications bring disconnection between various business functions within the organization. For instance, poor communication hampers interdepartmental integration that facilitates the efficiencies in company operation.
Theoretical perspective of the poor communication and conflict
Actor-network theory is critical for understanding the impact of poor communication and conflict within the organization. Based on this theory, there are many different human and non-human factors that play an important role in business integration. The focus of this theory is the interplay of factors forming a network that need proper integration within the business. In addition, success on technological innovation especially mobile application development depends on the integration of these factors to form actor network. Human and technological factor, for instance, need communication linkage in development of apps that are them marketed through a well-connected network of online platforms (Bob Jones University 2008).
The resource-based theory that explains the application of communication in integrating various resources within an organization. The theory is based on the integration of human resource and technological resources for better production within the organization. For instance, poor communication and conflict result in the poor integration of human resource (staffs) and technological resources that therefore result in declining production of the mobile applications. Moreover, the company relies on the coordination between company management and the staffs to achieve set business goals and this is paralyzed by the poor communication (Newman & Ober 2013).
Leadership theory is another theoretical perspective that defines the connection between communication within an organization and integration of the business factors. Good leadership is defined with the communication structure and this influences the performance of the organization. In addition, the business with poor communication and conflicts reduces the integration of various company factors. In mobile application development, a strong communication network that characterizes leadership objectives facilitates company operation and production of apps. Leadership theory and management define the ability of management to focus on business objectives and this is enabled through good communication structure within the organization (Krajewski, Ritzman & Malhorta 2013, pp. 3).
Integrated marketing communication is another theory that based on the integration various marketing methods that will be used in the marketing of the mobile applications. IMC model focuses on integrating various marketing methods that are critical for the company when marketing products to customers. For instance, poor marketing communication results in the poor marketing of mobile applications in the market leading to poor performance of the products within the market. Some of the marketing communication methods that are defined under this model include advertisement, online marketing, and sale person marketing. In addition, the integrated marketing model is chosen due to its ability coordinates both human and technological resources for successful marketing of mobile application to customers (Shenoy & Zebelle 2016, pp. 13-24).
Integration framework is another tool that the proposal uses to understand the impact of poor communication and conflict in the business. Integration framework focuses on the scope of integration that all business departments and processes to ensure smooth operation and production within the organization. In addition, the integration framework indicates the essence of communication in the integration of various processes within the organization. The extends of the integration is another scope of the integration framework. For instance, the integration framework of the resource framework defines the importance of communications in coordinating company resources for a better business operation. Poor communication and conflict within the organization lead to poor integration that reduces the production of mobile applications within the organization (Mulcaster 2009, pp 68–75).
People perspective on the impacts of poor communication and conflict
Performance
Poor communication and conflict affect the performance of employees and company in many ways. Firstly, at the organization level, the problem of poor communication and conflict within the organization reduces the overall organization performance since the problem is linked to poor employee performance. Performance of an organization wholly depends on communication and the ability of management to communicate company objective and value to employees. This implies that poor communication reduces interaction between employees within the organization. Marketing of mobile applications, therefore, becomes difficult leading to poor company’s return. In addition, conflict reduces the ability of employees to deliver service that is expected by the management (Cameron 2014, pp 22-27).
Secondly, the performance of employees reduces since poor communication reduces commitment, morale and job satisfaction. The conflict has an impact on the interpersonal relationship within the organization. This, therefore, reduces the morale of employees to work within the company hence low performance. Moreover, employees that are not satisfied due to conflict exhibit poor customer relationship leading to poor customer service. Poor customer service is always reflected in the performance of the company’s products in the market. For instance, the mobile application is always marketed within the online platforms and mobile application market or stores. Lack of coordination between staffs in making and selling of mobile applications, make it difficult to market these applications in the mobile store (Ayesh, Rausch & Sheta 2013).
Leadership
Leadership is the core of the management of the organization and communication is the unifying factor that results in good leadership. Poor communication, therefore, has a direct impact on the leadership of the organization. Firstly, poor communication results in poor efficiencies since most employees are involved in unnecessary tasks (Richard et al. 2009). Poor communication makes an organization to spend more time in setting and clarifying its objectives or tasks that were supposed to have been done. This is also connected to miscommunication where employees or management are concentrating on other tasks that are not important as compared those they should be doing. Secondly, poor communication and conflict result in unclear goals of the organization. Setting or company goals is one of the key leadership strategies that give the direction for the company. Communication facilitates goal setting and coordination of employees to work towards the goals. This implies that poor communication cut the link between management and staffs making it difficult to attain goals. Once the company loses focus on its goals the organization will leadership cannot achieve its performance projections (Buytendijk 2008).
Managing creativity/innovation
Poor communication reduces creativity within an organization and this also reduces innovation. Poor communication reduces the staff morale that in turn reduces the organization’s innovation. Mobile application development is based on innovation and productivity of the company is facilitated by the morale of employees. Conflict and poor communication reduce this morale of employees leading to low creativity and innovation. For instance, innovation depends on research on customer’s preference and market and this is facilitated with good communication within the organization. Poor flow of information within the company limits the connection between market and the company leading to poor progress in marketing research. This reduces innovation and management of the creativity within the organization especially for mobile application business that heavily relays on innovation and creativity (Mettler & Rohner 2009, pp. 699–708).
Financial perspective of the poor communication and conflict
Communication has an impact on the financial aspect and assets of the company since the communication integrate various business factors for a better financial generation. Better organizational communication is connected to the financial performance of the company in the market. Company with good communication often has a high return on the assets of the company and this enables the business remain financially stable as compared to business with conflict. In addition, communication affects the overall performance of the company leading to increasing in financial assets of the company (Zhexembayeva 2014).
Marketing perspective of poor communication and conflict
Impact of poor communication and conflict on marketing dimension
Marketing of the mobile applications relies on communication since marketing itself is communication and has an influence on company’s outcomes. Poor communication and conflict affect marketing dimensions of the company in many different ways. Poor communication and conflict in the organization have many effects or impact on the marketing dimension of the organization.
Firstly, poor communication and conflict within the organization have an impact on customer service since the company employees lack necessary resources that can be used to market mobile applications to customers. It is important to note the connection between resources within the organization and the communication within that organization. In another word, poor communication reduces the morale of employees during customer interaction that facilitates marketing of mobile applications. In addition, the company’s products being an element of communication are highly affected by poor communication and conflict within the organization (Gary 2009).
Secondly, conflict within the company impacts the employee turnover that in turn affects the company’s overall marketing returns. Conflict leads to the replacement of an employee which has been approved to be much costly as compared to the overall returns from the marketing campaigns. Poor communication leads to retaining employees which has an effect on the return as this reduces the cost of hiring a new employee to replace fired one. The marketing, therefore, is highly affected by poor communication and conflict within the organization (Buytendijk 2008).
The business strategy perspective of poor communication and conflict
Poor communication has an impact on business strategy in the global environment. Poor communication and conflict within the organization have an impact on the global platform since the strategy is important in global perspective. Firstly, the problem of poor communication and conflict reduce the business performance in the global environment. Coordination of business within global arena wholly depends on communication and smooth running of the organization (Gerrish 2015).
Secondly, the communication problem is an important factor when it comes to the marketing of products in the global business environment. Mobile application business is always based on internet marketing and this enables the business to go beyond the national boundary. The company needs to market mobile application at the global market and this whole depend on the integration of the internal business environment and the external business environment. This implies that the management of the company works to coordinate its internal management to realize its goals that one of the goals is reaching customers globally (Livia, Darren & Dimple 2011).
Customer service is another important business factors that play a critical role in global business strategy. Customer service forms an important business strategy as it aims to offer customer services as expected. Poor communication reduces the focus on customer service as a strategy and results in poor performance of the company products within the market. Moreover, business strategy encompasses communication of values to employee often done by management. Poor communication leads to unclear goals and business objectives which make the business performs dismally in the market (Zhexembayeva 2014).
PESTEL analysis and the impact of poor communication
The problem of poor communication and conflict can be viewed based on PESTEL analysis of the business environment. Firstly, political environment form part of the business operation as government influences the operation of the company. Poor communication reduces efficiency in connecting the government and business. In addition, many governments within the global market currently try to regulate the mobile application and online business. This is based on tariffs and fiscal policing that are developed by the international business community. This work in the sense that, mobile application business is mostly carried out on the internet through mobile applications platforms such as Google play and apple store. Marketing on these platforms requires compliance with international mobile application policies. Poor communication, therefore, is challenging when facilitating compliance of the business to global business regulators such as world trade organization (Rothwell 2010, pp 11–15).
Secondly, economic factors at the global business environment interact with the business through clear communication strategy of the business. Global economic factors such as inflation rate, economic growth pattern and foreign exchange rates of various countries. For instance, the global economic patterns are highly connected to demand and supply of mobile application in the global market. Communication forms part of economic market chains since business is connected to other business and players through perfect communication strategy (Besanko, Dranove, Scott & Shanley 2012).
Social factors form part of important business operation factor that determines the success and is linked to communication structure of the business. It is important to note the position of the social environment in the global mobile application. Currently, technological firms are shifting their focus to social network mobile applications. Poor communication limits production and marketing of social network applications hence the company’s performance in the global platform remain low. In addition, social environment such as population structure has an influence on mobile application market since mobile application market is mostly based on youthful population. In order to reach this population, poor communication reduces the chance of marketing company products to this market. In addition, good communication conforms to cultural patterns of consumers since communication connects the business and the consumer (Dainton & Elain 2011, p. 247).
Technological factors and communication are two interlocking features of global mobile application market. Mobile application relies on pattern and development of technologies and this is highly affected by poor communication and conflict within an organization. Information communication technology is an important aspect of business communication and links the company to the external business environment. According to Upadhaya, Munir and Blount (2014), technologies depend on the organizational communication structure and limited conflicts. Poor communication, therefore, affects the advancement of technology within the company which is the core foundation of mobile application business. In the global business environment, technological factors relay on the internal business management integrations (Kelly & Cole 2011).
The legal framework for mobile application development and marketing especially in the global perspective remain tricky. Poor communication and conflict within the organization reduce focus on the legal scope of production and marketing of mobile applications. Communication is the linkage between the internal legal framework and external legal factors and conflicts are one of the contributing factors to legal compliance within the company. The various government has a specific legal framework for development and marketing of mobile applications. For instance, governments such as the government of India has a legal framework that controls mobile application business within the country and internationally. Moreover, the legal basis plays an important role when developing specific mobile applications such as health application, government application hence need to control these applications. Poor communication may result in mistakes, errors and poor mobile application development that fails to meet specific industry legal requirement leading to rejection of the application (Serra & Kunc 2014).
The environment as a factor is linked some specific business industries such as climate, tourism, and weather. Communication influence the partnership between companies with the mobile development company hence poor communication results in marketing challenges for these applications. During marketing of the mobile applications, environment plays an important role in development and deployment of these applications to market or customers. In addition, the conflict within an organization reduces the quality of customer’s service and reduces the morale of employee developing these applications. Moreover, the environment both internal and external offers favorable ground that allows development of applications (Stowell & Welch 2012).
Poor communication and conflict have an impact on employee and customer’s engagement during marketing. Marketing requires customers and staff engagement, poor communication and conflict reduce employee satisfaction and commitment to the marketing of company products. Many employees prefer to reduce their marketing commitments and their ability to reach more customers in marketing company mobile applications. In addition, one of the most common approaches to the marketing of mobile applications is the use of online media platforms for marketing. Poor communication reduces online marketing since the strategy lies in the organization’s communication culture. This implies that poor communication reduces the integration of internal communication within external communication platforms (Kelly & Cole 2011).
Conclusion
In conclusion, mobile development company currently remains one of the commonly striving businesses in the national and international business market. Business integration management is a critical business management aspect that brings together various business systems, processes, and resources for the better production of a mobile application. Poor communication and conflict is a significant integrated management problem that has an impact on various factors organization within the company. The analysis reveals various perspective to understand the impact of poor communication and conflicts within the organization.
In light of the analysis the problem of poor communication, there are some recommendations that can be advanced. Firstly, the business needs to develop a business culture within focus on better communication that will improve the business communication. The business culture works to reduce communication efficiencies and integrate business factors for a common goal. In addition, the business culture that focuses on the production of quality mobile application is important for smoothening of business communications. Secondly, development of integrated communication framework is another aspect of communication that has the potential of improving company communication hence better performance. Integrated communication can take the marketing direction where all the business systems, resources, and factors are integrated for better business operation or production. Thirdly, the company needs development of communication structure that connects various management and business departments for better business operations. The communication framework that shows the direction of organizational communication brings unity and prevent conflict within the organization (Livia, Darren & Dimple 2011).
References
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