Interpersonal and E-Communication

Running head: INTERPERSONAL AND E-COMMUNICATION
Interpersonal and E-Communication
Name of the Student:
Name of the University:
Author’s Note:

1INTERPERSONAL AND E-COMMUNICATION
Executive Summary
The report will discuss about the various kinds of electronic as well as non-electronic
methods of communication used by the various business organization. The report will begin
by introducing the company Amazon and the methods of electronic and non-electronic
communication used by the company. The report will also give a SWOT analysis of the
communication methods used by the organization. An analysis of the communication
methods used by the organization with the communication methods adopted by its
competitors in the nation of Australia will also be undertaken. Finally, the report will
conclude with some recommendations which the organization can utilize to improve its
communication system.

2INTERPERSONAL AND E-COMMUNICATION
Table of Contents
Introduction................................................................................................................................3
“Amazon.com, Inc.”...................................................................................................................3
“Non-Electronic Communication methods used by Amazon.com, Inc”...................................5
“Electronic communication methods used by Amazon”...........................................................6
SWOT Analysis.........................................................................................................................7
Comparison of the communication system of Amazon with its competitors............................9
Recommendations......................................................................................................................9
Conclusion................................................................................................................................10
References................................................................................................................................12

3INTERPERSONAL AND E-COMMUNICATION
Introduction
The “changing nature of the business world in the present times has made it
imperative for the various business organizations as well as the companies to take the help of
diverse kinds of innovative strategies as well as methods to further enhance the prospects of
their business in the business market” (Wang, Pauleen and Zhang 2016). It is “a reflection of
this that the various business organizations in the present times take the help of various kinds
of innovative as well as new kinds of communication methods” (Wang, Pauleen and Zhang
2016). The process of communication has “emerged as one of the primary requirements of
the various business organizations” in the contemporary business world (Kernbach, Eppler
and Bresciani 2015). The process of communication is not only required to effectively
“convey the information about the products as well as the services offered by the concerned
business organization to the customers” but also to effectively convey the relevant
information to the employees as well as the shareholders who are related to the concerned
business organization (Kernbach, Eppler and Bresciani 2015). Therefore, it is seen that the
emphasis of the various business organizations in the present on the adoption of effective
communication process in order to “bring about the overall growth as well as the
development of their business process” (Wang, Pauleen and Zhang 2016). This report will
discuss about the electronic as well as the non-electronic communication methods through the
specific lens of the organization Amazon and will at the same time provide some
recommendations and suggestions by means of which the organization can improve the
communication process which it uses.
“Amazon.com, Inc.”
The organization “Amazon.com, Inc”, founded by Jeff Bezos in 1994 is one of the
largest business organizations not “only of the nation of the United States of America but also

4INTERPERSONAL AND E-COMMUNICATION
of the world” (Amazon.com. 2018). The organization under discussion here was initially
called by the name of “Cadabra, Inc” during the years 1994-1995. However, the organization
was soon renamed by Jeff Bezos and its headquarters were shifted to “Seattle, Washington”
(Amazon.com. 2018). The “business organization under discussion here provides electronic
services as well as cloud computing services to the customers not only from the nation of
USA but from the different parts of the world itself” (Amazon.com. 2018). It is a reflection of
this particular fact that the business organization under consideration here is “the largest
Internet retailer in the world as measured by revenue and market capitalization and second
largest after Alibaba Group in terms of total sales” (Amazon.com. 2018). Furthermore, the
business organization under discussion here initially started as an online book store however
it in the recent times “it is seen that the organization provides a wide range of products as
well as services” to the people from the different nations of the world like “video
downloads/streaming, MP3 downloads/streaming, audio book downloads/streaming,
software, video games, electronics, apparel, furniture, food, toys, and jewelry” and others
(Amazon.com. 2018). In addition to these, the organization under consideration here has
launch a new services where the customers from the different parts of the world can watch
different television series, movies and other kinds of entertaining shows at very affordable
prices. This service is called by the name of “Amazon Prime” (Amazon.com. 2018).
Furthermore, another attractive service which the organization has launched in the recent
times is “Amazon Music” (Amazon.com. 2018). The organization though founded in the
nation of the USA is currently operational in the majority of the nations of the world and as a
matter of fact many scholars are of the opinion that the innovative strategies used by the
organization for the conduct of their business is one of the major reasons which has helped
the organization to attain success in the recent times (Amazon.com. 2018). Furthermore, the
use of the “onmi-channel business strategy” as well as effective communication strategies has

5INTERPERSONAL AND E-COMMUNICATION
also considerably helped to improve the prospects of the organization in the recent times.
Thus, the organization under discussion here is “the third most valuable public company in
the world (behind only Apple and Alphabet), the largest Internet company by revenue in the
world, and after Walmart, the second largest employer in the United States” (Amazon.com.
2018). The below given figure provides an overview of the company in terms of the revenue
generated by it-
Figure 1: “Financial Statistics of Amazon.com, Inc”
Source: “Factset, Bloomberg, S&P Cap IQ; Forbes”
“Non-Electronic Communication methods used by Amazon.com, Inc”
The “word of mouth” is one of the major non-electronic means of communication
which is being used by the organization Amazon (Golob et al. 2013). It is “significant to note
that this particular method is used by Jeff Bezos himself” and other important individuals
related to the organization to convey the relevant information to not only to the customers but
also the important entities related to the organization like the employees, shareholders,
stakeholders and others (Golob et al. 2013). The most pertinent example of this particular
type of communication style is seen during the annual meetings as well as the seminars which

6INTERPERSONAL AND E-COMMUNICATION
in the recent times has become an important part of the organization (Chow et al. 2012).
Furthermore, another significant mode of non-electronic mode of communication used by the
organization is the letters as well as other forms of written documents (Chow et al. 2012).
These written forms of communication methods in the recent times have emerged as
important sources of communication methods as they help the concerned organization in a
significant manner to convey the relevant work related information to the individuals related
to the organization (Cardon and Marshall 2015). Many scholars are of the opinion that these
particular modes of communication help the organization in a significant manner as they help
the “concerned business organization to synchronize the individual goals as well as the
objectives of the employees with the overall goals and the objectives of the organization
concerned” (Cardon and Marshall 2015). Therefore, it would be apt to say that these non-
electronic modes of communication have helped the organization in a significant manner and
have “contributed in a significant manner towards the success attained by the concerned
organization in the recent times” (Cardon and Marshall 2015).
“Electronic communication methods used by Amazon”
The organization “Amazon” uses the concept of “omni-channel business strategy” for
the process of their business and therefore it becomes very important for the organization
under discussion to take the help of various kinds of electronic methods of communication
(Wang, Pauleen and Zhang 2016). The primary electronic method of communication used by
“the business organization under discussion here is the use of various kinds of platforms
offered by the electronic media”(Wang, Pauleen and Zhang 2016). It is “a reflection of this
particular aspect that the organization under discussion here takes the help of various kinds of
fan pages” and brand pages to convey the information about the existing products which they
offer to the customers from the different parts of the world and also about the products which

7INTERPERSONAL AND E-COMMUNICATION
they would be launching in the near future (Kernbach, Eppler and Bresciani 2015).
Furthermore, it is significant to note that these brand as well as fan pages also provide the
concerned organization with a cheap and reliable platform where they can promote the
services offered by them in a very convenient manner (Kernbach, Eppler and Bresciani
2015). These electronic medium are also helpful to convey the relevant information to the
various employees who are related to the organization (Chow et al. 2012). Many scholars
“are of the opinion that the traditional methods of communication which the various business
organizations often resort to are not only expensive but takes a lot of time to convey the
relevant information to the individuals concerned” (Chow et al. 2012). Therefore, it is seen
that the organization under consideration here takes the help of the electronic mediums of
communication to convey the important information to the concerned individuals at a much
faster rate while being cost effective (Golob et al. 2013). The organization also uses the
particular method of communication for conveying the relevant information to the
shareholders of the organization (Golob et al. 2013). It is “significant to note that the
shareholders of a business organization are the individuals who have invested in the
organization” and therefore show an active interest in the business process of the organization
(Guffey and Loewy 2012). Therefore, it becomes very important for the concerned
organization to convey the details about the strategies and the other important policies which
the organization is planning to implement and also to take approval from them (Kernbach,
Eppler and Bresciani 2015). Thus, it can be said that the fast as well as easy method of
electronic communication becomes very important for the business organization under
discussion here (Wang, Pauleen and Zhang 2016).

8INTERPERSONAL AND E-COMMUNICATION
SWOT Analysis
The “omni-channel business strategy” and the e-commerce mode of business which
the organization follows has made it imperative for the organization under discussion here to
take the help of the various kinds of electronic as well as non-electronic modes of
communication (Guffey and Loewy 2012). The primary strength of the communication
method followed by the organization under discussion here can be said that to be fact that this
particular method is in synchronization with the “current needs as well as the requirements of
the organization under discussion here” (Kernbach, Eppler and Bresciani 2015). Furthermore,
the effective manner in which the organization uses its communication process not only for
the purpose of conveying the relevant information to the important entities related to the
organization but also for the processes of promotion as well (Kernbach, Eppler and Bresciani
2015). The “weakness of the communication methods used by the business organization
under discussion here” can be said to be the fact that the communication process of the
organization is solely based on the marketing as well as the promotional needs of the
organization and does not provide information about the various “corporate social
responsibility” policies as well as principles which the organization follows (Chow et al.
2012). Furthermore, it is seen that the organization under discussion here has been able to
attain to success in some whereas in other countries it has not been able to attain the same
level of success. It can be seen as a reflection of the ineffectiveness of the communication
methods followed by the organization under discussion here in those countries (Chow et al.
2012). The organization under discussion here can further incorporate its “corporate social
responsibility” policies as well as principles which it follows in order to enhance its brand
image and also to provide services “to the customers from the different parts of the world”
(Chow et al. 2012). Furthermore, the organization under discussion can try to focus on its
non-electronic methods of communication in the countries in which it has not been able to

9INTERPERSONAL AND E-COMMUNICATION
attain success in the recent times (Golob et al. 2013). The threat which the communication
system used by the business organization under discussion here faces is the use of more
innovative as well as better communication methods followed by its competitors in the
business market (Golob et al. 2013). Furthermore, the unequal success attained by the
organization in the different countries of the world also acts as a threat to the organization as
it is seen that the prospects of an organization depends largely on the communication
methods followed by it (Golob et al. 2013).
Comparison of the communication system of Amazon with its competitors
The primary competitors of the business organization under discussion here in the
nation of Australia are “Woolworths Limited”, Harvey Norman and others (ABC News.
2018). The organization “Woolworths Limited” although “one of the largest retail business
organizations not only of the nation of Australia but also of the world” uses traditional forms
of communication process for the process of its business(ABC News. 2018). It is significant
to note that the business organization “Woolworths Limited” still follows the “brick and
motor” model of business for the process of their business and therefore it can be said that the
traditional methods of communication used by it are very suitable for the process of its
business (Kernbach, Eppler and Bresciani 2015). The business organization “Harvey
Norman”, on the other hand, “is one of the largest e-commerce business organizations of the
nation of Australia” and to effectively convey the relevant information to the customers and
the different entities related to the organization it takes the help of various kinds of electronic
medium for the purpose of communication (ABC News. 2018). In a way it can be said that
the communication model followed by this particular business organization is almost similar
to the communication model used by the organization Amazon (Kernbach, Eppler and
Bresciani 2015).

10INTERPERSONAL AND E-COMMUNICATION
Recommendations
The organization under discussion here follows a very effective communication
system for the process of its business. However, it “can be that there is still some room for
improvement and the organization can take the help of various kinds of innovative methods”
used by the other successful business organizations of the present times. For example, the
organization should focus more on its electronic methods of communication since the major
fulcrum of the business organization under discussion is the “omni-channel business
strategy”. Furthermore, the organization under discussion here can also take the help of
various kinds of “corporate social responsibility” policies as well as practices for the process
of the communication as it is not only likely to improve the communication system used by
the organization but “also help in the creation of a positive brand image for the organization”.
Moreover, the organization under discussion here can also take the help of various kinds of
non-electronic modes of communication for the countries in which it had not been able to
attain a considerable amount of success. Furthermore, taking the help of various kinds of
promotional events as well as college and other events would also enhance the prospects of
the organization under discussion here in a significant manner.
Conclusion
To conclude, the process of communication has “emerged as one of the most
important ones in the present day business world” and it is a reflection of this particular fact
that the various business organizations in the present times take the help of “various kinds of
innovative as well as effective methods of communication”. Thus, the various kinds of
electronic as well as non-electronic methods of business communication have gained
“prominence in the present times”. Furthermore, in the contemporary business world it is
generally “seen that the various business organizations take the help of kinds of innovative

11INTERPERSONAL AND E-COMMUNICATION
strategies” for the process of their business and thus it becomes very imperative for them to
take the help of innovative kinds of communication methods. However, the communication
methods used by a particular business organization should be in synchronization with the
strategies which the organization is following for the purpose of their business. In a way it
can be said that the strategies and the communication system followed by an organization
should be coterminous to each other.

12INTERPERSONAL AND E-COMMUNICATION
References
ABC News. 2018. Amazon launches in Australia, local retailers brace for onslaught. [online]
Available at: http://www.abc.net.au/news/2017-12-05/amazon-launches-australian-service-
threatens-local-retailers/9225160 [Accessed 21 May 2018].
Amazon.com. 2018. Amazon.com: Amazon Web Services: Books, Biography, Blog,
Audiobooks, Kindle. [online] Available at: https://www.amazon.com/Amazon-Web-
Services/e/B007R6MVQ6 [Accessed 21 May 2018].
Beebe, S.A. and Mottet, T.P., 2013. Business and professional communication: Principles
and skills for leadership. Pearson.
Cardon, P.W. and Marshall, B., 2015. The hype and reality of social media use for work
collaboration and team communication. International Journal of Business
Communication, 52(3), pp.273-293.
Chaney, L. and Martin, J., 2013. Intercultural business communication. Pearson Higher Ed.
Chow, A.T., Erving, R.H., Kim, J., Robert, R.M.I., Russell, J.E. and Ying, W., AT&T
Intellectual Property II LP, 2012. Computer readable medium with embedded instructions for
providing communication services between a broadband network and an enterprise wireless
communication platform within a residential or business environment. U.S. Patent 8,155,155.
Conrad, D. and Newberry, R., 2012. Identification and instruction of important business
communication skills for graduate business education. Journal of Education for
Business, 87(2), pp.112-120.
Dwyer, J., 2012. Communication for Business and the Professions: Strategies and Skills.
Pearson Higher Education AU.

13INTERPERSONAL AND E-COMMUNICATION
Forbes.com. 2018. Forbes Welcome. [online] Available at:
https://www.forbes.com/companies/amazon/ [Accessed 21 May 2018].
Golob, U., Podnar, K., Elving, W.J., Ellerup Nielsen, A., Thomsen, C. and Schultz, F., 2013.
CSR communication: quo vadis?. Corporate Communications: An International
Journal, 18(2), pp.176-192.
Grunig, J.E. ed., 2013. Excellence in public relations and communication management.
Routledge.
Guffey, M.E. and Loewy, D., 2012. Essentials of business communication. Cengage
Learning.
Hynes, G.E., 2012. Improving employees’ interpersonal communication competencies: A
qualitative study. Business Communication Quarterly, 75(4), pp.466-475.
Kernbach, S., Eppler, M.J. and Bresciani, S., 2015. The use of visualization in the
communication of business strategies: An experimental evaluation. International Journal of
Business Communication, 52(2), pp.164-187.
Laghari, K.U.R. and Connelly, K., 2012. Toward total quality of experience: A QoE model in
a communication ecosystem. IEEE Communications Magazine, 50(4).
Martin, J.S. and Chaney, L.H., 2012. Global Business Etiquette: A Guide to International
Communication and Customs: A Guide to International Communication and Customs. ABC-
CLIO.
Meredith, M.J., 2012. Strategic communication and social media: An MBA course from a
business communication perspective. Business Communication Quarterly, 75(1), pp.89-95.

14INTERPERSONAL AND E-COMMUNICATION
Roth, S., 2014. The things that go without saying: on performative differences between
business value communication and communication on business values. International Journal
of Business Performance Management, 15(3), pp.175-191.
Wang, W.Y., Pauleen, D.J. and Zhang, T., 2016. How social media applications affect B2B
communication and improve business performance in SMEs. Industrial Marketing
Management, 54, pp.4-14.