Introduction
In modern competitive business environments, companies are coming up with policies that assist them to remain competitive. Technological development and advancement have enabled communication among organizations where they use the modernized method of communication to share business information for the benefit of the parties involved. As management gurus take their time and effort to develop effective business management approaches, they have devised e-collaboration among organizations.
E-collaboration is a business management approach where cooperation, collaboration, alliancing, and doing business together is highly emphasized. With the approach, companies either in the same industry, complementary industry, or in different sectors of the economy embark on coming up with policies that build friendship among them instead of hostility (Sheila 2004). This paper discusses the emergence and the effect that e-collaboration has on different businesses.
E-collaboration
Collaboration involves taking measures and practices that facilitate the development of friendship and cooperation among companies or industries. It can be very effective and reasonable in many situations. The style of business management focuses on improving the relationship that exists among companies as well as the perception and attitude they have amongst each other. For example in Nokia and Apple Inc are two competitors in the electronics industry, if the two companies were to embrace e-communication, they would join efforts to develop new methods, products, and operating procedures that can facilitate their business.
The development and origin of e-cooperation can be traced with multinationals that were sharing information with others regarding the state of business in different parts; with the sharing, there was the birth of accountability and either of the party felt is responsible for offering quality researched information for the other.
For example, we can have a company in the United Kingdom that is planning to diversify its product line in African countries like South Africa, the company has the option of undertaking research in the country to determine its potential, business opportunities, business threats, and risks or it can opt to seek an e-collaboration with a company in the country (Sheila 2004). In the event the company decides to undertake its own research, there are high chances that it will fail to grasp the pillars that hold the business environment in the country and still end up using a lot of funds.
Collaboration means that one business gets the chance to share some information with the other with the aim of assisting it made an effective decision when confronted by a situation similar to the advising company. When using e-collaboration, there is much emphasis on information sharing that may involve using the Internet to share and give one’s opinions on a certain situation prevailing in the market. It involves using management tools like virtue teams that are made of professionals in different areas and discuss challenges over the internet for the benefit of all the companies to the team.
The main trigger of e-collaboration is the need to share insight information with others in the efforts of attaining or seeking the most effective method of producing. The approach has both cost management attributes in mind as well as seeking to improve the profits that a company derives from different operations. When information is shared, there is a high possibility that effective and informed decisions will be made as people have different views, experiences and understand issues differently.
With e-collaboration, there has been the growth in marketing communication; the system denotes planned activity of disseminating certain information to a target audience in order to create a favorable and receptive scenario for certain a product, service, or idea; the sharing is extended further to involve sharing of market information among companies. With the advent of competitive corporate culture, the relevance and urgency of marketing communication have become even more conspicuous (Sheila 2004).
Management gurus state that a well-designed and thoroughly crafted marketing communication strategy can provide a definite competitive advantage to an organization; if we look at the prevailing corporate scenario, we can conclude very amicably that there are numerous instances where a certain product failed because it was introduced in the market through an ineffective marketing strategy.
The notion that the management guru brings forth is that when information on certain areas is shared among corporations, there is a high tendency that they will come up with a uniform system of operating that will benefit the parties involved. The Russian automobile products are classic examples in this regard. They fail in the market just because of their weak marketing communication strategies. It is essential to understand the dynamics of a market in which the proposed marketing strategy is going to be launched.
Marketing communication does not only contribute towards the maximization of the organization’s profit, but it also creates awareness among the masses regarding the choice of available products. So an effective market communication strategy can benefit the manufacturers as well as the consumers. Every marketing strategy should involve meticulous comprehension and research regarding the internal and external environment.
Some other factors like social, technological, and economic conditions also fall in the domain of external environment study. Any successful marketing strategy should incorporate these aspects to achieve the optimum success. For an effective marketing campaign, correlation between the organisation’s mission statement and its marketing communication strategy is also very significant. It is very interesting to see how a unidirectional approach of all the departments of an organisation yields the maximum advantage to a certain organisation.
The first and foremost essential for an organisation is to select the most suitable and viable source of advertising to achieve the maximum level of reach ability and acceptance. The budgetary restrictions can also be a hindrance in the choice of the medium to communicate. Scholars state very conspicuously that it is an uphill task for the organisations to select an appropriate channel of communication in this era of multifarious availabilities.
In the present scenario, it has become almost impossible to rely on a single source of communication. Every organisation tends to follow a suitable combination of communication options. The various communication tools and programmes should be blended with an expertise for the promotion and enhancement of a certain product or the service. They emphasize the significance of marketing communication in the success or failure of a brand (Keri and Saunders 2009). The proper designing and implementation of the marketing programme is a vital and potent force behind the image of a company or brand. The necessity of integrated market communication has been stressed in this document at an elaborate level.
Scholars try to explore some new and novel dimensions of the marketing communication. They state that the long term relationship of customers with the organisation is another aspect of company’s strengthened reputation. Although this concept has been recognised by the customer relationship practitioners long ago yet in this study it has been proposed that the combination of integrated marketing communication and CRM based activities can really create a wonderful fusion to succeed in the market. This study has not only discussed the prevalent trends of marketing communication but also added some new dimensions to the concept. Apart from alluring new customers, the company’s central data base should be used to communicate with the existing customers.
Additionally, the instruments and mechanisms which have been developed in this study can go a long way for the organisations and managers to measure their success and fruit ability of their marketing communication strategies more accurately. This study has contributed immensely towards the subject of integrated marketing communication because there is still a state of confusion as far as the definition and impact of the IMC is concerned (Keri and Saunders 2009).
Scholars refer towards the image perception of the companies and their country of origin phenomenon. In their study, it has been proposed that the companies can capitalize upon the corporate reputation of their respective countries while framing and launching their marketing communication strategies. In the recent marketing communication trends, some multinational organisations tend to conceal their country of origin because it can hinder their penetration into a certain market.
It has been empirically proved in this study that the consumers are usually influenced by the corporate reputation of the country rather than by some political leanings and preferences. This study includes the examples of Japan, Korea and America to prove the effect. The most vital aspect of this study is to maintain the corporate reputation for global marketing communication strategies (Keri and Saunders 2009).
When we talk about the market communication tools, then it becomes utmost urgent to select the most persuasive, penetrative and socially acceptable medium to communicate with the market. Scholars delineate the effectiveness of the television when it comes to advertising or the marketing communication tools. No marketing campaign can squeeze out the best potential of a market if it does not select the effective and influential media tool. Although the advent of the electronic era has completely revolutionised the concept of advertising yet television is still a very effective tool for any marketing communication strategy.
This article tends to refute the very common notion that the emergence of so many digital channels has minimised the supremacy of television advertising. Although, the effectiveness of a particular advertising tool varies from market to market yet the various audits presented in this paper clearly depicts that television is still a very powerful medium of advertising. Although television is a very powerful medium to communicate, yet the nature and demand of the product determines the choice of communication medium. Moreover, a single medium is also not recommendable in this current era of diverse cultures and regions. It is highly recommended for a company to devise different plans of marketing for different regions and cultures.
Scholars try to establish that since selective attention is crucial as far as the effective advertising is concerned. This article contributes tremendously towards the establishment of the theory of effective and successful semantic onset. The semantic onset has been defined as a concrete emotional response towards a provocation. This article expresses the efficacy of semantic onset against the immediate visual onset.
It was commonly believed before this theory that advertisement with physical properties such as colours and contrasts can only enthral the target people more rapidly and suddenly. But this article demonstrates the convincing force of the semantic onsets that can really revolutionise the concept of modern advertising. It has been proved very assertively that the properly used words can play a very effective role in the process of communication as compared to the conventional or earlier substitutes.
The significance of effective message content, media mixture and previous behaviour, There is no single message content recommended for every advertising campaign and market. The content of the message depends upon the campaign goal and market scenario. The article suggests that the previous behaviour has a lot of influence upon the customer buying behaviour. Moreover, the study of previous behaviour is also recommended when the effects of an advertising campaign are to be studied.
The question arises why companies are focusing too much on advertising and communicating the product information to the customers rather than a strong focus on quality of product and reliability itself. If the focus on the product is being taken as a primary objective for the company then the impact of marketing communication can be measured more precisely.
With globalization of business, there is need for developing international ethical standards and codes to be applicable to all companies in the world. With advances in information communication technology, it will be easy to internationalize and communicate these standards and codes. There is a precedent to go by. The International Accounting Standards Board has been able to develop international financial preparation and reporting standards that are being used all over the world today in preparing financial statements by companies worldwide (Cypher and Dietz 2088).
They were previously not applicable in American companies, but since the recent corporate sea is, the Securities and Exchange Commission (SEC) is requiring that they be made applicable to American companies too. With globalization, information can be shared and dispersed easily among nations. Innovators get a platform for borrowing ideas to assist them in their inventions. This can be from previous records where they are able to analysis them and extra the useful ones (Cypher and Dietz 2088).
Conclusion
Globalization has opened countries to trade together. This has enabled people to know their rights. People are aware of the quality that they should be getting for a certain product. This has been enabled by globalization. The rights of human beings have been protected by globalization and thus businesses are compelled to act ethically in this effect. There are some set rules that are followed by trading countries; this is rules that protect and set the way of doing business. There are some set rules that affect the way a certain business was conducted and thus unethical issues that had been practiced by some companies come out.
With e-collaboration, there has been the growth in marketing communication; the system denotes planned activity of disseminating certain information to a target audience in order to create a favorable and receptive scenario for certain a product, service or idea; the sharing is extended further to involve sharing of market information among companies. With the advent of competitive corporate culture, the relevance and urgency of marketing communication has become even more conspicuous.
Works Cited
Cypher, James, and Dietz, James. The process of economic development. New York: Taylor & Francis, 2008. Print.
Keri Pearlson and Carol S. Saunders, Strategic management of information systems (4th ed.). Wiley Publisher, 2009. Print.
Sheila, Lucy. Globalization and Belonging: The Politics of Identity in a Changing World. London: Rowman & Littlefield, 2004. Print.