Summary
The article by Litschka and Karmasin focuses on giving both theoretical and empirical perspectives to innovative forms of communicative possibilities. The authors also elucidate the peculiarities of organizations’ structure in the framework of modern media- and information-based society. Moreover, the article has a goal of analyzing possibilities for the institutionalization of ethics in the organizations’ strategies and different barriers that may prevent organizations’ leaderships to achieve this goal successfully. It is concluded that organizations are to make their so-called operating licenses legitimate using stakeholder communicative possibilities and various social discourses.
Litschka and Karmasin come to a conclusion that states that organizations are caused to incorporate ethics in their activities due to the pressure that comes from media and society alike. According to the researchers, the mentioned operating license is achieved by adequately communicating with publicity, while at the same time shifting the balance of firm’s self-conception to reach strategic purposes.
Strengths and Weaknesses
Firstly and most importantly, the article has more strengths than weaknesses. The report provides a new insight on the topics covered; it is supported by a solid base of experts’ opinions as well. As stated by the authors, fourteen experts qualified in different branches of the Austrian economy made their contributions to the coverage of the topics providing a significant source of information. Apart from that, the findings are described in great detail, which leaves no doubts about the article’s reliability.
As for weaknesses, the most important one is stated in the article itself. It is mentioned that the practical implementation of findings is only possible under certain circumstances. Other than that, the article does focus more on just one topic, while somewhat omitting the subject of innovative communication possibilities.
Article’s Importance for Society
The importance of this article is twofold. Firstly, it may be substantial for the organizations that aim at improving their efficiency using various innovative approaches and techniques. Secondly, the article is significant for the organizations’ clients that wish to select the best possible group to collaborate with or to receive services from. Thus, it is evident that the article holds a particular value regardless of the side of the debate.
Furthermore, there are certain guidelines that both sides may consider to improve the quality of service both provided and received. Organizations must make sure that their clients fully understand their policies and goals. According to the article, the best way to achieve that is to support a high-quality communication between organizations’ representatives and the clients to whom they are trying to appeal. However, making sure that the communication is stable is not sufficient on its own. Furthermore, the important part is to incorporate new approaches to communications and related methods of communication. The article states that the modern era of media provides a great variety of different means of communication, which significantly facilitates the process.
Clients, on the other hand, are provided with every mean to communicate with preferred organizations. It is most important to take into account the course of development on which the organization is focusing. While keeping the course of company’s actions in focus, clients are advised to pay attention to how responsive the organization is regarding shifting their strategies. If the organization focuses more on communicating with its customers, the outcomes are mostly good. However, focusing solely on communication may lead organizations’ leaderships to cast aside their initial focuses, which is a problem as significant as the lack of communication. All in all, if this article is provided enough attention, client-organization relationships may be improved significantly.