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1

CHANGE OF PARADIGM IN PERSONNEL STRATEGY – CORPORATE SOCIAL RESPONSIBILITY AND INTERNAL COMMUNICATION

100%
BEDNÁRIK J.
Communication Today
|
2019
|
vol. 10
|
issue 2
42-56
EN
The study points at the current times, when all people have been struggling with the problems of the socialeconomic crisis; it addresses a highly topical theme, which is the issue of applying the concept of sustainable development. The aim is to obtain information about the level of internal communication and human resources management within the addressed medium-sized companies, and whether Corporate Social Responsibility with a welfare focus is also a part of the corporate culture and corporate strategy. It is necessary to point out the fact that the development of the staff is not only linked to the notion of economic growth, but needs to be directed towards the achievement of important social objectives, such as, for example, improving quality of life (both private and professional), enhancing opportunities for better education, health, etc. An important role is also played by new trends in this area, which include new types of consumers focused on changing their quality of work and personal lives, known under the expressions LOHAS (Lifestyle of Health and Sustainability) or CSV – Creating Shared Value. At present, the fundamental problem is effective internal communication, which serves to handle vast amounts of everyday information, commands and tasks shared by all company employees. In-house communication should ensure regular informedness and the satisfaction of workers in the company, and creates a sense of trust and interest in them. However, the way it is set up in an organisation is extremely important; otherwise it can bring the opposite effect. This requires an understanding of the importance of internal communication and its potential for growing business performance, but also for the practical application of internal communication in the processes of management, including Corporate Social Responsibility.
2

SOCIAL NETWORK ANALYSIS AS A MODERN ANALYTICAL TOOL TO MEASURE AN INTERNAL COMMUNICATION (Analiza sieci spolecznej jako nowoczesne narzedzie pomiaru komunikacji wewnetrznej)

100%
Stepka P., Subda K.
Organization and Management
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2009
|
issue 4(138)
123-138
EN
The article focuses on presentation of possibilities of using Social Network Analysis - SNA in business management. This is a method widely used both to optimize functioning of an organization, and to design strategy for creation of an enterprise based on examination and measurement of external relations of the company in the competitive environment. The content of the article has been devoted to possibilities of using the SNA method for dynamic analysis of a social network created by employees, and their relations, such as acquaintance, friendship, communication or cooperation. This complicated structure is a realistic reflection of an enterprise that significantly differs from static and hierarchical organizational diagrams. The change in perspective proposed in the article enables recognition of the value of social relations that have a direct impact on effectiveness of an organization. Thus the possibility of examination of the concerned network structures seems to be a key issue. Conducting such studies based on the SNA method enables reproduction, mapping, and analysis of complex and multi-level social relations with consideration to both direct and indirect relations between employees. Specific measurements also allow interpretation of pattern of relations between members of the organization. As this article demonstrates, examination of internal social networks in an enterprise may substantially help in the process of optimization of the company's operation, and is an important contribution to the area of talent and knowledge management.
3

Communication in Knowledge Transfer Management

58%
Pitra Z., Zaušková A.
Communication Today
|
2014
|
vol. 5
|
issue 2
50–65
EN
Innovations try to change the status quo, which is why markets resist them! A market’s hostility to innovations becomes stronger when market players are interconnected; each player will switch to a new product or service only when s/he believes others will do so, as well. To be successful, innovators have to realize system-wide switch of their business behavior to create environment, where many would adopt their innovations and believe they are better off because of it. It is feasible only if innovators master the process of knowledge transfer within their innovation activities. More than 50 % of promising and good prepared innovation activities fail. Not due to organizations’ weaknesses in technology or organization, but due to their inability to handle properly the social and psychological aspects of processes which deal with the innovation’s solution. Therefore the organization’s executives must fully understand how technologies, people’s competencies, and internal processes in architecture together influence internal communication during the knowledge transfer that leads to the innovation solutions. It is a unifying vision of final innovation’s market launch that gives coherence to the plenty of creative ideas from different sources which gives an organizational sense to the idea exchange during internal communication within the knowledge transfer processes’ performance. The paper deals with methods that will assure such knowledge transfer’s optimal efficiency.
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