Case Study_Business Communication

 Like Grandmother, Like Granddaughter?*

Karuna opened a farm supply store in Lalitpur during the early 1900s. Her neighbors in the area were also her customers. Every person who walked into her store felt comfortable. In fact, they would often sit, sip a cup of coffee or some cookies, and “solve the world’s problems” before loading up their purchases. Karuna prided herself on knowing what her customers needed to be successful farmers, and she freely gave them advice about what kind of foods and services would work best on their cattle and which tonic would help a sick goats and cows. By the time she retired her son Sewak took over, the company had expanded to three stores in three towns and had fourteen full-time employees.

As a youth, Sewak had attended a private college and earned a degree in agricultural business. He eagerly applied what he had learned to the family business. He was convinced that technology was the key to success, not personal relationships. Over the years, he struggled to convert all his Mother’s old, handwritten records to electronic (computerized) files. Eventually, he installed a completely computerized information system that tracked inventory, employees, and accounts. He sometimes boasted about being an entrepreneur, but Karuna sniffed at him and said “Just do what’s right for your customers and you’ll be doing what’s right for yourself.”

When Sewak retired, his daughter Kalika took over the company that now has twenty-three stores with 228 employees in three states and one wholly owned subsidiary of eighteen stations. Kalika’s vision involves offering a broader range of products than farm supplies. She wants to sell the image of the family farm. Her stores stock local clothing; boots, hats, and jewelry; home furnishings; and even CDs featuring country and local music. Kalika finds herself traveling extensively from the corporate office to the various stores. Finding time to manage everything is a problem, but she has a staff of twelve professionals in the corporate office to assist her. A computer network, e-mail, and fax machines help tremendously.

*Questions*

1. How have communication requirements differed for Karuna in the early 1900s and Kalika in the early 2000s?

2. How do you think the management behaviors differed for Karuna and Kalika?

3. According to this case, how has business communication changed?

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In the same way, business communication also involves sharing and exchange of information. However, the content of the message/communication is related to business world. In that, the message concerns with promoting a product, service, informing about an organization, relaying information within a business, dealing with legal and similar issues concerned with companies and businesses. In fact, it encompasses a variety of topics including: consumer behavior, advertising, public relations, corporate communication, research and measurement, corporate image management, and event management.

Souce:

Business Communication, Saroj GC