Integrated Business Management: Problem of Poor Communication and Conflict in Mobile Application Development Company

The report explores the problem of poor communication and conflict in the integrated management system of a mobile application development company. It analyzes the causes and effects of the problem and applies Fishbone theory, 7s framework, actor-network theory and effective leadership to mitigate the issues. The report recommends participative leadership, performance appraisal techniques and well-connected online networks to improve communication.

Integrated Business Management
Project (IMP2)

Executive summary
All the organizations based on the integrated management system to attain the better
outcomes from the international business processing. Integrated management is helpful to
develop the integrity and close connections between management and employees. By
considering this, the current report is focusing on the implementation of integrated management
system in the mobile application development company. Moreover, the company has a strong
demand of communication; however, the company is dealing with the problem of poor
communication and conflicts in the integrated management system. In this context, poor
communication has taken place due to several elements involving lack of motivation, poor
management, lack of leadership, the domino effects, lack of education etc. These causes raised
the problem of poor communication which has a contribution in development of conflicts in an
integrated management system.
Nonetheless, different theories such as Fishbone theory, 7s framework, actor-network
theory and effective leadership has been applied by the management to mitigate the issues and
problem of poor communication in integrated management system. On the other hand, with the
help of the relevant theories, productive results have been achieved by the company in an
integrated system. At the end, to reduce the problem of poor communication and conflicts in the
organization, few recommendations have been provided such as use of participative leadership,
use of performance appraisal techniques and well-connected online networks to improve the
level of communication.

Table of Contents
PART 1- REPORT..........................................................................................................................1
1.0 INTRODUCTION.....................................................................................................................1
2.0 ANALYSIS................................................................................................................................4
2.1 Cause and effects of problem of poor communication and conflict......................................4
2.1.1 Applying Fishbone theory..................................................................................................5
2.2 Approaches for prevention of poor communication and conflict..........................................9
3.0 LITERATURE REVIEW........................................................................................................13
3.1 Defining integrated management system and relation with communication.......................13
3.2 Theoretical perspective of the poor communication and conflict.......................................15
3.3 Impact Poor communication and conflict on the team & company....................................18
3.3.1 People perspective on the impacts of poor communication and conflict.....................18
3.3.2 Financial perspective of the poor communication and conflict....................................20
3.3.3 Marketing perspective of poor communication and conflict........................................20
3.3.4 The business strategy perspective of poor communication and conflict......................21
3.4 PESTEL analysis and the impact of poor communication..................................................22
3.5 Operation management.......................................................................................................25
CONCLUSIONS...........................................................................................................................25
RECOMMENDATIONS...............................................................................................................26
PART 2- REFLECTION...............................................................................................................29
1.0 INTRODUCTION...................................................................................................................29
2.0 REFLECTION DISCUSSION................................................................................................29
3.0 CONCLUSION........................................................................................................................33
REFERENCES..............................................................................................................................35
APPENDIX....................................................................................................................................43

Cause and effect Analysis..........................................................................................................43
List of figures
Figure 1: Fishbone diagram for the problem of poor communication and conflicts.......................6
Figure 3: 7s framework..................................................................................................................11
Figure 4: Integrated business management....................................................................................14
Figure 5:Evolutionory model of integrated communication.........................................................15
Figure 6: Ralfe's reflection model..................................................................................................30
Figure 2: Corrective and adaptive actions for problem of poor communication...........................43

PART 1- REPORT
1.0 INTRODUCTION
Integrated business management is a system which is associated with the collaboration of
all the functions of management including marketing, supply chain, research and development,
operations and production functions of the organization (Hill, Jones and Schilling, 2014; Kelly et
al., 2013). With the help of the integrated management, the organizations hold the accelerating
position in the performance of the business activities. Moreover, the company can be highly
focused towards the continuous improvement on the basis of outcomes from the integrated
system. Furthermore, all the functionalities can be synchronized in the company. In this context,
an integrated system has been analyzed with respect to mobile applications development
company for the upgradation of the business.
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 built 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.
Moreover, an integrated system may be helpful for the respective mobile company to
achieve the effectiveness in business processes and all departmental functions. However, the
company is dealing with a problem of poor communication and conflict in the organization.
Additionally, the problem has adverse impact on the performance of employees and business at
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international marketplace. Therefore, it shows that the integrated management system gets
affected by the communication because in the absence of effective communication, an integrated
system cannot be operated in the company. Hence, to deal with the identified problem of the
organization, a set of objectives and aim has been determined as follows-
Aim
To analyze the problem of communication and conflict in the integrated management of
the mobile application company.
Objectives
In order to accomplish the aim of the current study, several objectives have been framed
as follows-
 To understand the concept of integrated management system and various factors affecting
it
 To assess the impact of poor communication and conflict on integrated management of
mobile application company
 To critically identify the potential reasons behind poor communication and conflict
through the application of suitable theoretical framework and models
 To recommend various ways through which integrated management system can be
applied in the mobile application company
Rationale of the study
The communication and conflict negatively affect the business performance due to poor
collaboration between different departments. However, companies target to implement the
integrated approach; yet, the issues associated with the communication affect the overall
performance. Most of the organizations deal with the problem of poor communication which
arises the conflicts among the employees’ reason of lack of information regarding the situation.
By considering it, management becomes unable to manage the diversified workforce and cannot
integrate the entire human and non-human resources within the organization. However, the
integrated management system in the company might be possible to maintain a standard level in
the competitive business environment because integrity delivers the fruitful results for the
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business. In this context, the report is based on the exploration of an integrated management
system to manage a problem of poor communication and conflict in the organization.
Here, to resolve the issues related to communication and conflicts, an effective integrated
management system has been deployed in the organization so that all the functional departments,
required resources and systems can work collectively. Further, an integrated management will be
helpful to manage the supply chain, demand review of the clients, production and operations
management etc. Moreover, with the help of review of adequate approaches and theories, an
effective implementation of integrated management might be supportive in the mobile
application development company. Apart from this, many communication companies use the
web application, multi-tasking system for the effectiveness of the services. Most of the
companies use an integrated system but less emphasis has been laid on the issues and impact of
poor communication on an integrated management system. Owing to this, the present study has
been carried out to assess the importance of communication in an integrated management for the
effectiveness of business.
Methods of analysis
There are two types of methodologies involving qualitative and quantitative which are
used as per the nature of the study (Neuman, 2013). Quantitative study is based on the statistical
tools such as Chi-square, t-test, ANNOVA etc. which provides relatively accurate outcomes
because scientific methods are applied on the collected numerical data whereas in qualitative
study, the researcher uses the own experience and ideas to obtain the possible outcomes with
detailed analysis (Bernard, 2017). In this context, qualitative study has been used for the
collection of data because a detailed analysis is required for the attainment of aim of the study.
By considering the qualitative study, a thematic analysis has also been done to derive the detailed
information regarding the problem of poor communication and conflicts in the implementation of
integrated management.
2.0 ANALYSIS
The problem is related to poor communication and conflicts in the mobile application
company which has direct and indirect impact on the integration management Here,
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communication and conflict has significant impact on the integrated management system which
has been analyzed with the help of theoretical aspects.
2.1 Cause and effects of problem of poor communication and conflict
There are several leading causes including lack of education, the domino effect, improper
management, scarcity of motivational factors etc. for the poor communication at the workplace
which arises the conflict in the entire organization (Snee, 2010; Katz, Lazarsfeld & Roper, 2017).
In this context, Goetsch & Davis (2014) stated that lack of education is the key factor to lead a
poor communication in the employees because interaction get affected by level of education.
Moreover, in the absence of professional learning employees feels like unimportant people in the
organization and deny to be connect with entire management. On a contrary, Ceravolo,
Schwartz, Foltz‐ramos & Castner (2012) argued that poor communication takes place in absence
of an impressive leadership because the employees do not get any support in the organization.
However, an effective leader regularly interacts with the team members and focuses on those
issues which are blocking the growth of employees as well as company. In this context, effective
leadership style plays a role of supportive element in the integrated management because
employees transform the free flow of information in the direction of a leader (Yukl, 2013).
Therefore, it reflects that poor communication takes place in absence of complete direction of the
leader and do not emphasizes on the issues which are occurring in the team work. Hence, it
shows that effective leaderships are important to lead the employees and in a critical situation so
that they can be motivated towards the scenario of integration and the problem of poor
communication easily resolved. In this context, the existing mobile company which is
completely dependent on the communication perspective, so, without adequate level of
communication, business cannot sustain in the market due to raising queries by customers any
time and company’s employees are bound to revert on the issues to make them satisfy.
On the basis of analysis of issues, it has been found that with the help of the participative
leadership, an integrated management system can be developed in mobile application company.
In this regard, the leader may involve the employees and team members in the decision-making
process for boosting their motivation and collaboration among them. In this manner, the problem
of lack of communication can be sorted out as well as the level of motivation can be boost at the
workplace through participative practice. Therefore, a social commitment can be developed
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among the team members by using the participative leadership and results become more relevant
to the identified problem of the company. For example, a leader of Apple company, Steve Jobs
used the participative leadership at the time of failure of the business in the year of mid of
1990’s. The business was not generating the revenue and almost it came at the stage of shut-
down. (St. Thomas University, 2018). At that time, with the help of participative leadership,
Steve jobs focused on the integrated management system by the involvement of skilled
employees in the decision-making process. In this stage, Miao, Newman, Schwarz and Xu
(2013) asserted that the participative leadership was helpful to remove the issues related to
communication because it is associated with collaboration and integrated management in the
company. On a contrary, Huang, Iun and Gong (2010) argued that participation leadership theory
can be supportive merely through use of reward and motivational aspects because a close
relationship cannot take place without a leading factor. Further, it requires psychological
delegation of authority instead of count on supervisions. Apart from this, Woods and Woods
(2013) explained that participative leadership demanded for the delegation of responsibilities and
rights to perform the specific task then only employees motivates towards the engagement.
Otherwise, it may create the issues related to power, purpose and understanding. However, the
leader of Apple Inc. involved the lead designers, manufacturers and entrusted people in the
business activities and results achieved in the form of success of business and become a leader at
international mobile market. On the other hand, it shows that participative leadership creates the
collaboration among the team members and leader because all the decisions are based on the
collective aspects of employees
2.1.1 Applying Fishbone theory
Fishbone theory may be helpful to discover the causes of the problem of poor
communication and its effects on the integrated management. because theory dictate the reasons
that why the problem is arising in the particular problem (Fishbone & Abilock, 1981; Kamhawi,
2012).
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Figure 1: Fishbone diagram for the problem of poor communication and conflicts
(Source: Researcher’s own diagram)
 Poor management and lack of education- On the basis of Fishbone diagram, it has
been recognized that poor leadership, lack of communication, poor management etc. are
the major elements which causes the problem of poor communication and conflicts in
company (refer figure 1). In this regard, Rahim (2017) stated that poor management is
one of the critical elements which causes the issue of poor communication in the
organization. In the absence of effective management system, the employees would not
be able to communicate with top level, leaders and correspond team members. However,
Covello, McCallum and Pavlova (2012) argued that lack of education is the major factor
which arises the poor communication and conflicts in the respective mobile company
because if the people are not enough educated and experienced then they usually face
issue at workplace. In this context, due to lack of knowledge and education, the
employees lack from the relevant information which is demanded for the team work.
Similarly, Stowell and Welch (2012) asserted that an information system cannot be
implemented in the organization if the employees have lack of knowledge and least
experience of technology. The problem of uncertainty and complex phenomena cannot be
assessed in the absence of technology.
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At this chronology, Lundgren & McMakin (2018) asserted that poor management
is the major reason for the enhancement of poor communication and high level of
conflicts in the company. The management of the mobile application company might
have the issues in managing the workforce as well as lead the employees in a right
direction and manage the co-workers and colleagues. Therefore, it reflects that poor
management has greater impact on the maximization of poor communication and
conflicts instead of lack of education because inadequate management has an adverse
impact on the efficiency of employees and develops the loopholes in the business.
 Poor leadership and lack of motivation- According to several theories, poor leadership
and lack of motivation are the key elements which causes the problem of poor
communication and conflict in the mobile application company. In this context, Rahim
(2017) stated that lack of motivation demoralizes the employees to perform the better-
quality work in the services and manufacturing industry. For example, a mobile company
is going to launch an advanced service in the mobile then it is quite important for the
company to communicate with employees and keep employees informed about the goals
and objectives of the business. Furthermore, to meet the objectives, the proposed
strategies and goals must be communicated to respective employees to get them ready for
the support in the operation of new service. On a contrary, Salahuddin (2010) argued that
poor leadership has adverse effects on the communication as well as outcomes of the
employees. However, the effective leadership is needed for the continuous professional
improvement and desired results for the success. Nonetheless, Carver, Johnson and
Joormann (2009) asserted that motivational factors are more significant to lead the
employees’ level of satisfaction and working criteria. Moreover, due to lack of rewards
approach and low incentive tendency enhances the lack of motivation among the
employees and they resist for the integration.
For instance, a leader of the organization must be transparent and knowledgeable
in context of the subject matter; otherwise, the followers cannot be controlled and
managed. Moreover, a problem of poor communication and higher number of conflicts
can be arising at present. For example, the CEO of Uber, has put the immense efforts for
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the success of the company to bring the company at international level. In this regard, the
CEO has applied various marketing strategies to beat the competitor as OLA. Hence, the
company is getting success in the metro cities because the people do not have time to
wait for government vehicles so they hire the cab on personal basis to save time. In this
manner, the company is coming into existence due to effective leadership of the leader
and preferences of the customers (James, 2017). Therefore, information technology is the
effective aspect for the better integration between serves and users (Stowell and Welch,
2012). It shows that the mobile application company can be affected by poor leadership
because it has a contribution in the maximization of inadequate communication. The
employees become demotivated and harsh in the nature with co-workers which resulted
in low productivity and profitability.
 Cultural diversity and the domino effects- Martin & Nakayama (2013) stated that
cultural diversity leads a problem of poor communication in the organization because the
employees were not able to understand the diversified culture of the employees in the
same organization. However, companies consist of employees from different background,
cultural values and assumptions which may cause poor understand among each other.
Moreover, due to diversified cultural environment, employees feel hesitation which
creates a challenge in front of them that how to communicate with others. However,
Vaara, Sarala, Stahl & Björkman (2012) argued that the level of diversified culture can be
minimized by providing the effective cultural training with respect to completion of
business activities. Furthermore, the level of confidence of the workers can be enhanced
and can take the initiatives to communicate with others to maintain anintegration in the
organization of environment. Apart from this, Martin & Frost (2011) explained that the
domino effects develop the chances of poor communication in the organization because
the dominating people always try to dominate the others which leads conflicts among the
employees. Moreover, conflicts arise due to lack of discussions on the problem.
Therefore, it reflects that all the components as lack of leadership, domino effects and
cultural diversity affects a problem of poor communication which explores the issues and
conflicts in an integrated system of management.
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2.2 Approaches for prevention of poor communication and conflict
There are few dependent and independent variables which causes the problem of poor
communication and conflicts in the organization as mobile application company. In this context,
the effective approaches can be used to prevent the variables which raise the identified problem.
In this context, few approaches might be helpful to deal with the problem of communication like
7s frameworks, Actor-network theory, Resource-based theory, integrated marketing
communication and integrated framework etc. (Singh, 2013; Borgatti and Halgin, 2011;
Kozlenkova, Samaha and Palmatier, 2014).
Actor-network theory
Singh (2013) stated that Actor-network theory is based on the development of
relationships and network among the employees which help in creating the strong bond between
management and employees. The approach is constructive which focuses on combination of
thoughts and interactions to generate positive outcomes. The respective mobile application
company requires to integrate management system to develop the interconnectivities in
workforce so that the problem of poor communication and conflicts can be minimized. In this
regard, it is helpful for the organizations to maintain a constructive relationship in employees by
assessing the cultural environment (Liu, 2017). On a contrary, Alcadipani and Hassard (2010)
explained that various resources can be integrated within the organization through Actor-network
theory because leader will play a role of an actor who will guide the associated team members.
Moreover, there is a systematic mechanism between management and leaders through which the
detailed information would be communicated to respective workers for the effectiveness of task.
In this manner, the problem of communication and higher level of conflicts may be reduced
because everything will be in a flow by using the particular theory. However, Hsbollah, Simon
and Letch (2012) argued that actor-network theory requires an effective infrastructure and
connected activities to maintain network among employees and managers. Additionally, it
majorly depends on information technology to develop the connectivity’s which enhances the
cost for the organization. On a contrary, Arnaboldi and Spiller (2011) mentioned that Actor-
network theory incorporates a generalized consistency between human and non-human actions
for the integration in the same organizational framework. By considering this, a strong network
can be maintained with the help of information systems because technology is a base to provide
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the complete information in minimum time period to a large group (Stowell and Welch, 2012).
In this context, it might be appropriate for the respective mobile application development
company to deal with the issue of poor communication because by developing networks
employees get closer to each other and communicate in an efficient manner to derive the fruitful
outcomes. Therefore, it shows that network theory might be helpful to minimize the differences
between employees by maintaining a strong network in the associated fields. Further, a
constructive relationship can be easily maintained by creating the networks and assessing the
diversified cultural environment in the organization.
7s framework to deal with the problem of poor communication
The 7s framework has been identified by McKinsey which is a Value Based Management
(VBM) model and generally used by the organizations to identify the current problem. On the
basis of current problem, prospective results are achieved by using all 7 elements of model.
Additionally, 7s framework includes strategy, structure, systems which are the hard S’s for the
company whereas shares values, skills, styles and staff are the soft elements. The soft elements
are required to deal with the hard S’s of the organization. In this context, mobile application
development company would centralize the shared values to make links among all other
elements of the model. Moreover, with the help of the model, the company would be able to raise
the awareness regarding the identified problem and can derive the adequate results to deal with
the conflicts.
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Figure 2: 7s framework
(Source: Singh, 2013)
 Structure- Effectiveness of the organizational structures shape the success of the
business and facilitates the development of experiences and knowledge in a competitive
environment (Zheng, Yang and McLean, 2010). In this context, Matt, Rauch and
Dallasega (2015) stated that decentralized structure provides new insights and innovative
ways for solving the problems which occur in the organizations. On a contrary, Kim,
Thottan, Kolesnikov and Lee (2010) argued that centralized structure is helpful to reduce
the constraints like poor communication, lack of education etc. and inevitable elements in
the decision-making process because strategic decisions do not require the involvement
of all the employees to derive the outcomes. In this context, mobile developing company
will follow the decentralized structure for the involvement of employees in the business
procedure. Moreover, the company is dealing with the problem of poor communication in
the implementation of integrated management; therefore, with the application of
decentralized structure, there might be possibility to integrate all workforce and
communicate properly about the current situation.
 Strategy- Strategies are used to achieve the set of standards and resolve the problems
which hinders the growth and success of the businesses (Papulova and Gazova, 2016). By
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considering this, the respective company can apply the strategy as ‘be genuine rather than
manipulative’. In this context, the management of the organization may remain open and
honest towards the employees and emphasize on the surroundings for the settlement of
the problem of communication. Thus, this thing can be possible with integrity in the
system instead of manipulation among employees.
 System- Systems are considered with the application of different procedures, routines
and procedures for the application of strategy and structure in an effective manner.
Further, performance appraisal is used to offer the rewards and additional authorities for
the better performance in the organization in context of attainment of the business goals
(Brudan, 2010). Moreover, with the help of the performance appraisal, employees
become more associated with the management and leaders. Hence, employees remain
open towards the management and capabilities can be enhanced to perform analytical
activities. In this context, a performance appraisal system might be appropriate to deal
with identified problem of poor communication and conflicts in the organization.
 Style- There are different types of leadership styles such as participative, transactional,
autocratic leadership etc. which are used by the organizations as per the cultural
environment of the organization (Cummings et al., 2010). In this regard, a participative
leader might be supportive for the mobile application company because the problem of
poor communication and conflicts can be resolved through participative environment in
diversified cultural organization. Similarly, Hoel et al. (2010) explained participative
leadership enhances the chances for the management to deal with the tactical decisions
instead of strategic decisions. Therefore, the use of participative leadership style has a
purpose to collaborate with all employees, departments and available resources in the
organizations.
 Staff- Staff creates the fundamental base for the company because they possess the
significant capabilities which are demanded for the development and success of the
particular organization (Rahnama, Mousavian and Maghvan, 2011). Moreover,
passionate, skilled and above averaged employees may be helpful to improve the
performance of the company along with customer satisfaction. In this context, it is
important for the respective mobile application company to hire efficient and
technological experts to deal with the issues of customers. By considering the importance
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of staff, Phipps, Prieto and Ndinguri (2013) asserted that productive workforce is helpful
to reduce the communication errors and focus on the business priorities. Hence, the
resource capabilities have major contribution to improve the performance and
achievement of business success.
 Skills- According to Rastgoo (2016, p.341), there is positive relationship between
capabilities, competencies and performance of the human resources which leads the
success of the business It is helpful to reach more closure to the objectives and
establishment of powerful interaction among all departmental resources. In this regard, it
creates the advantageous position for mobile application company because if the
employees possessing the analytical skills then there will be a possibility to minimize the
problem of communication. Additionally, the workforce will regularly interact with co-
team members for the clarification of new technological services.
 Shared values- Shared values are associated with the core values, beliefs and attitudes of
company which represent the business culture (Porter and Kramer, 2011). In this context,
the mobile application development company need to include transparency, integrity,
efficiency and solution-focused core values for the smooth running of the business.
Because technology operators have a contribution in the development of mobile software
solutions and grab the entire technological market. Furthermore, the cleared code of
ethics, elaborates the level of motivation of employees towards the company and
enhances the connectivity which helps to remove the hurdles of communication in the
integrated management system.
3.0 LITERATURE REVIEW
3.1 Defining integrated management system and relation with communication
Integrated business management is the collective form of different department of the
company in which it includes finance, marketing and other functionalities of the organizations
(Grunig, 2013). Moreover, an integrated management also involves the collaboration of
additional departments such as supply chain, management of marketing, analysis of demand and
activities of operations and production department (refer figure 4). By considering this, the
application of integrated management has been adopted by plenty of the organizations to
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improve the quality as well as level of communication among the employees and departments.
On the other hand, Muzaimi, Chew and Hamid (2017) stated that effectiveness of integrated
management is helpful in developing a link between quality management and risk management
of the company. On a contrary, Armstrong and Taylor (2014) asserted that the implementation of
integrated business system demand higher cost and additional expenses on the infrastructure.
Hence, a systematic communication system is needed for the effective integration of employees
so that quality of interaction can be improved. It shows that there is positive link between
integrated business management and communication because without effective integration, low
level of communication cannot be improved and the workforce may deviate from the exact path
or may get inadequate information regarding the business activities.
Figure 3: Integrated business management
(Source: Business excellence, 2007)
According to several studies, poor communication, lack of transparency and mis-
management among unimportant stakeholders can be reduced with the help of the integrated
business management because in this individual aspect can be considered to achieve the potential
benefits as well as full realization of the services (Business excellence, 2007; Asif, Searcy,
Zutshi and Fisscher, 2013). In this regard, an integrated communication model can be
implemented in the organizations to attain the effectiveness and remove the poor communication
among employees. Moreover, communication activities can be integrated over the period of time
with the help of the integrated communication model (refer figure 5). In this model, an
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experience of first stage will be counted for the next stage of communication because it has been
estimated that business professionals gain the experience at every stage and produce the better
outcomes for the organizations. On the other hand, integrated communication can raise the
awareness at the first stage and reach at the end stage of coordination which is helpful to
maintain an interconnection among stakeholders, consumers as well as functional department
(Miller and Rice, 2013).
Figure 4:Evolutionory model of integrated communication
(Source: Duncan and Caywood, 1996; Niemann-Struweg, 2014)
3.2 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,
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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
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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).
3.3 Impact Poor communication and conflict on the team & company
3.3.1 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
17

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).
3.3.2 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).
18

3.3.3 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).
3.3.4 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).
19

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).
3.4 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
20

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
21

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).
3.5 Operation management
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).
22

CONCLUSIONS
On the basis of report, it has been found that the aim of the study has been achieved on
the basis of decided objectives. In this regard, the first objective of the study has been fulfilled
that various factors such as lack of knowledge, education, poor leadership etc. affects the
integrated management. Moreover, second objective of research has also been achieved that poor
communication greatly affect the integrated management and develops the chances of conflicts
in the organization. On the other hand, the third objective is consisting with the application of
theoretical aspects which has been covered by applying the different type of theories and models
such as Actor-network theory, 7s framework, leadership theory, fishbone analysis etc.
It has also been analyzed that the problem of poor communication occurs from lack of
education because the respective employees feels unimportant part of the organization and do not
focus on the interaction with supportive as well near by people in the organization. On the other,
it has been identified that lack of motivation is the main reason which causes the problem of poor
communication because less motivational activities leads the employees towards demoralized
scenario.
On the basis of fishbone theory, it has been summarized that there are several reasons
which are responsible to develop the problem of poor communication in the company. These
factors are found as poor leadership, lack of education, poor management, cultural diversity, the
domino effects and lack of motivation etc. Out of all these factors, it has been analyzed that poor
leadership and cultural diversity has major contribution in raising the problem of poor
communication and conflicts in the respective mobile company.
On the basis of further theoretical analysis, it has been concluded that actor-network
theory and 7s framework has positive support in identification of problem so that potential
results can be conveniently derived by using these theories. In this context, Actor-network theory
develops a relationship and network among workforce and management, so that productive
interaction and free flow of can take place with respect business activities. On the other hand, 7s
framework has provided the information regarding soft and hard elements such as structure,
skills, system, staff, strategy, style, shared values etc. Additionally, it has been summarized that
soft elements of framework are hard to achieve and hard elements are easy to attain because
these all are depending on the human resources and management system of the organization. At
23

this juncture, it has been concluded that constructive connections and strong network provides
the positive outcomes to deal with the problem of poor communication and conflicts.
RECOMMENDATIONS
On the basis of analysis, it has been recognized that the mobile application development
company is dealing with the issue of poor communication and conflicts. So, to reduce the issues
and mitigate the problem, few recommendations has been provided as follows-
 Follow the well-connected online network- The analysis reflects that the mobile
development company is dealing with the problem of poor communication in the
implementation of integrated management system. In this context, it might be beneficial
for the company to apply a well-connected online network among the employees and
management. It will be helpful for the organizations to keep the records privately on the
basis of individual id-password and no one would be able to operate the account and steel
the information without user’s permission. In this manner, all the information might be
safe as well as secured and employees will emphasize on an individual communication to
express the ideas and views. Therefore, the application of online system should be
applied to collaborate the employees in an integrated system.
 Application of participative leadership- To mitigate the problem of poor
communication and conflicts in the integrated management system, a participative
leadership might be effective instead of autocratic leaderships style. Moreover, in
participative leadership, all the scenario and information would be transparent in front of
all required human resources in a team. Hence, transparency boost the level of motivation
and develops the inter-connections among them. It will be helpful to improve the
communication skills of employees by involving the employees in managerial part.
 Use of performance appraisal method- Employees get motivated towards the team
work and an integrated system because of the performance appraisal on the individual
basis. However, employees provided the right information about their performance tend
to be motivated and facilitates business to implement the integrated approach. In this
context, the use of performance appraisal on individual basis might be fruitful for the
respective company because the organization demand highly technical and
communication skilled people to deal with the issues of customers. Further, if the
24

employees will be appraised on individual performance in a team, workforce can be
motivated to perform the task in a quick manner. Thus, the effective communication can
take place to confirm the required fundamentals for completing specified task.
25

26

PART 2- REFLECTION
1.0 INTRODUCTION
Reflection is the way to present past experiences and learning in the current situation
(Rolfe, Freshwater and Jasper, 2001). In our past deeds what was happen and what can be the
more effective, all things can be judged by reflective presentation. In this context, the current
report is based on the reflection in relation to my MBA journey. The main aim of the objective is
to know about my learnings during the period of MBA regarding the management aspects and
business activities. For this purpose, I learnt to use different theories and models for development
of business at local and international level with the help of my project as Integrated Management
project (IMP). Further, a reflective report has covered learning of the MBA that can be positive
or negative; however, my experience was better during the period of 2year MBA course. The
report will include problems and consequences which were faced by me at the time of
completion of my live research project, simulation and management games because earlier I was
not having the proper knowledge and skills regarding application of theories and case studies in
the project. Apart from this, the report will also include the suggestions that if I had used the time
management in completion of my live research project then there may be the chances to improve
the quality as well as learning of the project. Additionally, time management will be helpful to
use own skills, knowledge and participative aspects to improve the learning and productive
presentation of live research project.
2.0 REFLECTION DISCUSSION
To produce a reflection on my MBA journey, a reflective model has been used which is
propounded by Rolfe’s, Freshwater and Jasper. Rolfe’s model has used major three elements to
analyze the past learning and experiences of the people such as what, so what and now what?
(Rolfe, Freshwater and Jasper, 2001). By considering these categories, the problem, reasons and
future tendencies can be in sighted regarding the problem which has been faced by me during my
MBA course. Therefore, with the help of Rolfe, Freshwater and Jasper (2001) reflective model,
my learning has been demonstrated as follows-
27

Figure 5: Rolfe's reflection model
(Source: Rolfe, Freshwater and Jasper, 2001)
What?
MBA is generally adopted by the students to learn about the management aspects and
gain the experiences to resolve the issues as well as problems in the business. Moreover, the
solutions also developed by the professionals to deal with the problems. In this regard, once
during my MBA journey I faced problems in on assignment where despite of clear requirement I
was unable to complete it. This happened due to my low focus on the work and inability to
understand the requirement properly. At this juncture, I was also provided the guidelines by my
tutor and other friends who were working on the same assignment. For example, a case of a retail
company was provided and the management professionals as well as tutor have given the
instruction regarding the assessment of case. The professionals told to prepare the assignment on
the basis of given requirement and management theories and approaches to solve the case of
company. Further, the company was dealing with a problem of implementation of integrated
management system in the organization but due to lack of knowledge and cultural diversity, the
management was unable to implement the integrated system. In this context, Mazur (2010)
asserted that lack of knowledge and cultural diversity is the major problem for the organizations
to integrate the workforce because they have own beliefs and assessment criteria regarding the
28

use of approaches in the completion of group activities. In this manner, the same issue was
occurring with me in my case of MBA study because the assignment was based on the IMP as
live research project which requires the assistance of professors and experts; although, I
effectively managed my learning with the assistance of supportive leader or tutors.
It was my responsibility to submit the final live research project report on time with
excellent quality. At that time, I was lacking with my time management ability and was not
emphasizing on the completion of each process of research project on time. At this juncture, I
have seen that I was not having adequate skills and knowledge for the analysis of one assignment
of my MBA journey. So that I was unable to compete my project on time with the involvement
of research methods and approaches. In this situation, if I had worked on my time management
approach then may be possible to understand and use the critical research methods and
philosophies in context of my MBA project. In this regard, for my project, I got the knowledge
regarding the use of secondary research methods because I has applied literature review and
journal articles for the completion of my MBA project; however, if had used the primary
methods also to collect the data then it might be possible to gain the knowledge regarding
application of primary resources. Even though I completed my MBA project as live research
within given deadline along with quality with existence of consequences of time management
and application of research methods. Therefore, it was a good experience for me at the time of
my MBA learning because I learnt plenty of management techniques to resolve the problems
which arises in research thesis and learnt the aspects of quality work.
So what?
The problem and issues have been identified in the ‘What’ section of the model. Now, in
so what section, it has been analyzed that what I learnt in the identified situation and what type
responsibility is required to complete a task (Rolfe, Freshwater and Jasper, 2001). I learnt that a
time management is must require to complete the task because without time management skills
an efficient and adequate results cannot be achieved. Besides these, I recognized that at the time
of completion of my live research project I was keen towards my project assessment and
requirements and it largely affected my behavior and it made me as a rigid person because all
time I was remain engaged with solving of issues which were occurring in project.
29

In my learning of MBA, I perceived that emotions and cognitive behavior are closely
required to achieve an excellent quality of work. The human emotions have a contribution to
enhance the interest of people in the collective work because emotions are based on the real
experiences and achievements (Dolan, 2002). Similarly, I perceived it in my current project
where I found that management face issue in implementing the integrated approach due to
ignorance of emotions, experience and achievement of personnel. This project made it clear to
me that effective communication is essential behind the success of the business because
integrated management requires effective communication skills for satisfaction of employees. In
this context, I have put my all efforts to do my project in more innovative way by searching
relevant articles and presenting the information in the form of literature review. Similarly,
Johnson and Johnson (2008) asserted that social interdependence theory is helpful to recognize
the level of cognitive and emotional behavior. Hence, my behavior was changed towards my
entire surroundings such as other highly skilled students and supportive professors.
I was more rigid but after knowing the effects of social interdependence, I had changed
my beliefs and attitude over the period of MBA and focus on the collaborative workings for
effective completion of research project. Apart from this, in my MBA projects I was leading
from other students because I was taking the close assistance of my mentor and putting my all
efforts to efficient delivery of project. At that time, I was not having the leadership style to guide
other students who requires the assistance; however, there might be a possibility to bring new
changes in my leadership style for the better performance. Further, by studying all major subjects
such as research methodology, principles of marketing and human resources helped me a lot in
completion of one of my MBA projects. Further, my learning experience was encouraged to
higher achievement through cooperative learning, nonetheless, I also used the experience of my
seniors that how they competed their live research project and how they given presentations in
effective manner. Therefore, it was helpful for me to include the necessary points in one of my
projects during my MBA journey.
Now what?
I had achieved success in the completion of task as live research project on individual
basis. I was totally supported by my professional professors to perform in an adequate manner so
that quality and productive work can be delivered. As per the analysis of Relfe’s reflective
30

model, it has been reviewed that improvements can take place for the future by adopting more
analytical theories to enhance the weightage of task (Rolfe, Freshwater and Jasper, 2001). In this
context, a continuous learning theory can be applied to enhance skills, knowledge and inner
motivation of mine. Moreover, motivation needs to transform the action into knowledge so that
change can be converted into reality (Clark, Silvester and Knowles, 2013). On the basis of past
MBA learning, I have seen that continuous learning and time management would be included in
my future action plan. It might be helpful to improve my workings on the basis of time
management. Further my knowledge as well as experiences can also be enhanced through
continuous learning. On the basis of my action plan, it would be easy for me to resolve the issues
which were occurring in my one of the MBA projects because problems can be solved on the
spot.
If I used time management and continuous learning in my action plan then few of the
consequences can be removed on the basis of regular curriculum activities. However, continuous
learning would be helpful to develop learner’s interest to work individually and deliver
productive results (Fan et al. 2011). Moreover, I would be able to learn new insights of research
methods for the future perspectives. Apart from this, I experienced the significance of time
management from my other students of my class because they were focusing on the time
management practices as well as continuous learning programs to improve the capabilities and
skills for the research project. Moreover, they acquired higher score in their project reviews and
leaved an image in front of me and others. Further, I also analyzed that focused approach and
continuous learning can be helpful in scoring well because it facilitates to present the report in
the right manner and accordingly find the scope of the development.
Owing to this, I understand the importance of continuous learning and time management
in my MBA course, so, I personally recommend to use continuous improvement and time
management approach to maximize the working criteria. Additionally, with the help of this
learning, the issues which I faced in my MBA program those might be minimized in my future if
I again get an opportunity to perform an action.
3.0 CONCLUSION
On the basis of analysis, it has been identified that the report has an objective to
demonstrate the learnings of my MBA course which I personally feel. On the basis of Rolfe’s
31

reflection model, it has been concluded that I faced few issues and consequences in my MBA
learning such as time issues and less use of research methods in my MBA projects. In this
context, I personally identified that I was not equally skilled and knowledgeable in context of
relevant work. However, I had done a good job in completion of research with the help of
professors. Owing to this issue, it has been concluded that to deal with the issues of mine I had
applied social interdependence theory to deal with emotional and cognitive behavior of mine in
compare to other students. Moreover, it has been concluded that research methods are helpful to
achieve the adequate outcomes of the study. Apart from this, by considering the issues which
occurred in my MBA project, a continuous learning theory and time management has been
recommended to enhance the quality of my MBA project and other future actions. On the basis
of continuous learning, I will be able to improve the possessed qualities and also will be fruitful
to incorporate new research skills. At the end, final conclusion has been derived that I learnt a lot
of new things during my MBA course that how to use research operations as per the nature and
objective of the project so that excellent quality of work can be delivered.
32

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APPENDIX
Cause and effect Analysis
Identification of a relationship between cause and effects along with corrective and adaptive
actions
With the help of finding out a relationship among causes and effects, it may be effective for
development of corrective and adaptive actions for the problem. In this context, an analytical
framework has been constructed to demonstrate a relation between causes and effects for the
problem of poor communication. On the basis of the findings, corrective and required actions
would be taken for the achievement of adequate results.
Figure 6: Corrective and adaptive actions for problem of poor communication
(Source: Singh, Mahapatra and Atreya, 2011)
 Causes- On the basis of fishbone diagram (refer figure 1), it has been identified that the
there are several causes such as poor leadership, lack of education and motivation, the
domino effects, diversified culture etc. which are responsible for the maximization of
identified problem. In this regard, several studies explained that all the factors have thier
role to develop a problem of poor communication in the integrated management system
(Singh, Mahapatra and Atreya, 2011; Hamarat, Kwakkel and Pruyt, 2013; Wayne and
Modarres, 2015). Additionally, the problem cannot arise merely through single factor
because all the factors have equal contribution for the problem of poor communication.
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Further, a positive relationship between cause and effects can be fruitful to recognize the
major consequences whereas negative relationship has adverse impact on the
performance of employees (Thompson, 2017). Therefore, it shows that there is a positive
relationship between different causes and effects which is arising in the form of poor
communication in an integrated management system.
 Effects- On the basis of figure 2, there are various symptoms which shows the evidence
of problem of poor communication, that it is actually arising in the integrated
management of mobile development company. The symptoms for the problem of poor
communication may be like employee’s lack of interest in team work, low motivational
level and absence of participation in curriculum activities of business etc. By considering
this, each problem has adequate effects which displays that the particular problem is
inaugurating in the organization. However, only on the basis of effects, the outcomes
cannot be determined because there may be a possibility that due to external environment
and personal obstacles employees become unable to show contribution in business
activities. Moreover, due to these reasons’ employees go under pressure and do not focus
on the issues which are occurring in the working environment. Therefore, it reflects that
lack of interest, motivation, participation etc. are the major indicators which shows that
the problem of poor communication is taking place in the management of an integrated
system.
 Adaptive and corrective actions- According to Schiffer, Waszak and Yeung (2015),
adaptive actions are helpful to resolve the problem for tentative time period so that final
actions can be executed. However, the tentative solutions may not be useful for long
period because it requires to fix solution to deal with a problem. On the basis of effects
and symptoms, it has been identified that the various adaptive actions like hiring new
human resources, replacing the existing employees with skilled workforce, hiring the
people on project base etc. can be appropriate to solve the problem of poor
communication. By using the adaptive actions, the problem may be solved at that time
but it may emerge back. So, for final solution, a corrective action must be adopted by the
organizations to resolve the problem of poor communication for success of an integrated
management system. In this context, corrective actions are more appropriate rather than
adaptive actions because corrective actions provide the long-term results in terms of
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collaboration and integration (Hamarat, Kwakkel and Pruyt, 2013). Similarly, different
fixed actions including providing timely training to boost the interaction among
employees, conducting workshops to enhance the collaboration among workforce to
reconcile the problem of poor communication in an integrated management system of
mobile company. Here, it may be possible to deal with the problem in current as well as
future and the organizations may not demand for new workers to work in a collective
environment. Hence, it reflects that both adaptive and corrective actions are mandatory to
reduce the problem of poor communication and conflicts in the company because on the
basis of adaptive actions, the current issues can be mitigated and short-term benefits may
be achieved. On the other hand, long-term outcomes can also be obtained with the help of
corrective endeavors which is needed for the organizations.
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