Business Communication Networks in Google and Assemblo: A Report

This report compares the business communication networks of Google, a large IT company, and Assemblo, a small B2B marketing firm, to identify how their different sizes, organizational structures, and business missions influence their communication strategies. The report details Google's hierarchical Y network and circular communication, highlighting the benefits of innovation, employee well-being, and efficient information flow. In contrast, Assemblo relies more on inter-organizational communication but also focuses on building a strong internal network for decision-making and client solutions. The analysis covers the purpose of business communication in each organization, the types of networks they employ, and the benefits these networks provide, ultimately illustrating how communication networks are tailored to meet specific organizational needs and objectives. Desklib offers a wealth of resources for students, including past papers and solved assignments.

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BUSINESS COMMUNICATION
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Abstract
Communication networks are essential for any business to strive in the market for profitable
and commercial reasons. The size of the organization, the scale of operations, the type of
business and the purpose for the business communication all determine the kind of
communication network an organization would have. This report takes Google and Assemblo
into account and identifies how the disparities between the businesses and their missions
differentiate their communication network, primarily driven by the organizational structure of
the organizations and also by the kind of business which is conducted by each of the
companies.

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Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................4
Google....................................................................................................................................4
Brief and purpose of business communication......................................................................4
Type of business communication network.............................................................................5
Benefits..................................................................................................................................7
Assemblo................................................................................................................................8
Brief and purpose of business communication......................................................................8
Type of business communication network.............................................................................9
Benefits................................................................................................................................11
Comparison and Rationale.......................................................................................................11
Conclusion................................................................................................................................12
References................................................................................................................................14

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Introduction
Business communications refers to the way in which certain organizations
communicate within the organization for the commercial benefit of the organization.
Different organizations have different objectives and different ways in which they do their
businesses, and hence, there are different ways in which those organizations communicate.
These communication processes build up networks of communication within the
organization. Communication networks say a lot about the management objectives of the
organization, from the type of communication network which is present in the organization.
The purpose of this report is to compare a small company with a big company, and identify
how differently they conduct their businesses. This is in accordance with the fact that
different organizations communicate with different networks and tools to suit the needs of the
organization.
Google is the big company, which has been chosen for the purpose of this industry
research report, alongside Assemblo, which has been chosen as the small company. The
contrast between two of these companies is vast. Google is an IT giant, having virtual
monopolies in the market on the products, which the company sells. Assemblo on the other
hand, is a small B2B firm, responsible for providing business and marketing solutions to
businesses and government organizations alike, and is based in Australia. The difference
between the two of these organizations is not only their business maturity or the type of
business which both of the businesses conduct differently, but also the stark difference in the
number of employees that work for the organization. Google has over 98,000 employees
worldwide while Assemblo barely has 100. The discussion in the report from here on, will be
based on the purpose of the business communication network in the organization, the type of

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communication network that is present within the organization, and also the benefits the
communication yields to the organization.
Discussion
Google
Brief and purpose of business communication
Google, as discussed earlier, is an IT giant, which has a virtual monopoly in the
market regarding the products which it sells. The company has been highly beneficial in the
recent years, and has continuously upgraded its products and services, to meet the needs and
wants of its large and vast customer base. Here itself, comes the introduction for the purpose
of business communication in the organization.
The founder of the company, Larry Page had once said in an interview that the
company has never focused on coming up with new and never-seen-before kind of products
in the market. According to him, the motto of the organization has always to make sure that
the company comes up with the base and common products in the market, and innovate them
from the scratch to come up with a product which is in high demand in the market, and
provide extra benefits with the product with high levels of personalization features (Eesley
and Miller 2018). Hence, innovation for the organization is the key to its growth and
development. Accordingly, the company has to communicate its strategies and innovation
policies to the subordinates and also the parallels in order to reach to its goals successfully.
The company also has policies for the fair treatment and well-being of its employees.
According to Baldonado (2015), its goal is not only to have a high market share and growth,
but also to make sure that the employees in the company get the best working environment,
and hence, are able to be at their peaks in terms of productivity. Therefore, the company must

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also make sure that sufficient information must reach the desired receivers to ensure the well-
being of the employees, as well as their welfare policies.
The company operates on a global scale, and is headquartered in California, United
States. This implies that this company must have a network operations centre from where
information and data is communicated to the other branches of the company. Each of these
branches operate in specific locations, and are hence effective in market research specific to
that area. This in turn is beneficial to the company to personalize its services and products
specific to the area, and also integrate data for a more comprehensive market and data
analysis, which are all possible only via the means of business communication.
Type of business communication network
As discussed earlier, Google is not a small company, and has an employee base of
over 98,000. This makes it tough for the organization to have a star network for
communication, especially when many of its branches are spread worldwide. This is why the
company has to adopt the hierarchical Y network of business communication. In this kind of
a network communication, information flow is upward and downward along the hierarchical
chart of the company, and then the information is disseminated to the subordinates of the
organization. Google best suits this kind of a communication network, because of the
complexity of the organizational workforce, which makes it tough for the management to
reach out specifically to every employee of the organization.
Y communication network
Source: (Misra and Misra 2019)

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The company has a separate product department and a research department. Each of
these departments work alongside each other in a continuous loop in order to make sure that
the objectives of research and product development are fulfilled. In other words, the
company’s research and product development teams have objectives relating to innovation
and customer needs respectively. If any of the findings or suggestions from any of these
teams do not comply with the sole objective of attracting the target market, it is conveyed to
them and recommendations regarding the same are given directly. Google has a lot of other
departments such as maintenance teams and communication teams, each of which must also
work mutually for the benefits of the company. This is indicative of the fact that once the
higher management has given the orders regarding the policies and objectives of the
organization for a particular period of time, and the information is disseminated to the
subordinate destinations, the various teams communicate in a circular manner. This means
that after the Y network of communication, the circular network of communication takes
place. Hence, the company makes sure that adequate room for internal communication within
the organization is given to the subordinate workforce of the company, throughout all of the
company’s branches.
Circular communication network
Source: (Analysisproject.blogspot.com 2019)

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Benefits
The company’s key to business development is innovation in its products and
maintaining a healthy environment within the workplace to make sure that the company
grows with the enhanced productivity of the workforce. The business communication
network which the company has provides that justly.
Firstly, information and data pertaining to softer issues like welfare of the employees
as well as policy formulation is provided indirectly to the employees, through the hierarchical
chain of the company, before disseminating them to the workforce by the respective reporting
managers and leaders of each of the departments of the organization. This is one of the
reasons why Google has been able to maintain a high class working environment and culture
in the market, which is enviable to many.
Secondly, the process of having a circular network of communication at the end of the
Y network is also highly beneficial to the business objectives of the company. This is because
the key decisions in the company are made to be kept in the hands of the higher management,
as they know the best about the company’s benefits. However, the management of the
company lets the subordinates of the company have the system of a circular communication
network in between them, particularly because they have the right set of employees in each of
their departments, each of whom are aware of how to get the objective of the company
accomplished. The technical information which ahs to communicated in between the
departments are communicated immediately to them, without the presence of intermediary, as
seen in the case of the company’s product and research departments. In this way, not only is
the objective well informed to each of the concerned employees of the organization, but is
also made sure that communication problems such as distortion of messages due to having an
intermediary in between does not affect the functioning of the workforce, which is integral to
the success of the organization. For example, Google’s mission is to create a market in

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information technology which has high levels of personalization and user friendliness in its
products. To accomplish this, Google had recently demonstrated its new upcoming update of
the Google maps (Perez 2017), which caught the attention of the entire media and the
software geeks alike. The mission and objective of the company can be assumed to have been
communicated by the higher management of the organization, and then mastered by the team
of experts which Google has. It can be assumed that the product team wanted to serve the
mission and objective of the company by making sure that the company comes up with a hi-
tech digital map, which would be able to interact with the user, to guide the user towards his
or her desired destination. The research team accordingly did valuable market and technical
research to come up with the solution.
This is how the existing communication networks within the company is highly
beneficial to the company.
Assemblo
Brief and purpose of business communication
Assemblo is a B2B marketing firm based in Australia. It is primarily devoted to
serving business organizations with business and marketing solutions. The company is a very
small one, with not having established itself properly in the market as of yet. That is to say,
the main operations of the company are undertaken and watched over by the founders of the
organization themselves, until recently, as the company has hired a few number of people in
the recent past. The objective of the business of the company is to find clients who need
business solutions and consultancy, in order to earn the revenues. Thus, unlike Google, this
company has to make communication networks outside of the company significantly. In fact,
much of the company’s business relies on inter-organizational communications network, and
not as much on the intra-organizational communications.

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However, it is important to note that the company being a B2B firm, does not mean
that it only has to communicate with external firms. The decision makings and the solutions
have to be formulated within the organization itself and not outside the organization. This
makes it viable that the company has to focus on building a proper internal communication
network too. As decision making and formulating business solutions are the main ways in
which the company earns revenues, it can be said that the company needs to have a strong
business communication network within the organization to make sure that effective
communication and flow of information take place between individuals and departments, to
find solutions to business problems.
Needs and wants of clients also keep changing. Market dynamics can be much
versatile and unpredictable and according to Castellucci and Podolny (2017) to address these
changing requirements, it must be made sure by the organization that information is properly
transferred through the intermediaries to the concerned personnel within the organization.
Hence, this is another purpose of having an established business communication network
within the organization.
Type of business communication network
To be clear, Assemblo is not a very big company, having only a limited number of
employees. The company has to ensure that information is transferred within the organization
without any sort of distortion in them, to make sure that the company does not misinterpret
the requirements of the client firm. Integrating the two facts, it can be theorized that the
company has a star network for business communication. A star network is a communication
network, in which information is transferred to the recipients of those information, directly,
and across any department. In this kind of a communication network, every department is
linked to one another and can communicate with them directly without restrictions or
barriers. What makes this viable is the size of the organization itself.

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Star Communication Network
Source: (Essays, Research Papers and Articles on Business Management 2019)
It must be noted that communication is a big part of the business of the organization,
as it solely relies on the same. The size of the organization supports it because the presence of
a very few number of people within the organization makes directly communication with
each of the departments or individuals possible. Furthermore, being a basic business
consultancy firm, the organization does not have many departments within itself either. There
is the consultancy department, the client servicing department, the communications and
marketing department and the maintenance department. Each of them has a close
interdependency on each other for the proper functioning of the organization as a whole.
Therefore, it should be noted that the need for effective communication and the
interdependency of each department, alongside the small size of the organization make the
perfect platform for the organization to have a star network of business communication.
The hierarchy of the organization is embedded within the founders of the organization
themselves, who themselves handle much of the operations of the company (Assemblo 2019).
Hence, downward communication networks like the Y network, and the chain network are
automatically not viable communication networks within the organization.
According to Lunnenburg (2016), minimum noise takes place in a communication
process when the communication takes place directly on a one-to-one basis. This is the
reason why the communication network within the organization is so much supportive of

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having a star network of communication. This is further supported by the fact that the
organization does not have any branches outside of Australia, and hence, no network
operations centre has to be incorporated within the organization for a small size of workforce.
Benefits
As discussed in the previous section, communication plays the biggest role in the
business of the organization. Therefore, having a star network, greatly increases the
efficiency with which the organization does business. Firstly, having a star network ensures
that the departments within the organization are able to communicate freely and fast with
other departments of the organization, with the proper messages. Crisis situations are
something which no business consultancy organization is ever out of. Market dynamics, as
discussed earlier keep the clients changing their requirements, and consultancy services too,
have to make sure that they respond and act based on the ups and downs of the market, to
make sure that the clients get the best return on investment.
In such situations, the room for time and error is very less. Communication has to be
swift and apt in order to ensure fast action in crisis situations. This is why the star network is
beneficial as it ensures communication with every entity within the organization and also free
and fast flow of information.
Comparison and Rationale
Google has a business communication network which is a Y network, with a circular
communication network at its end. Assemblo has a star network. Google has over 98,000
employees and is not limited to one area of operations. It has a number of branches
throughout the world. Also, it is an IT based company, which is solely driven by innovation.
Hence, a strong internal communication structure is as important for the company as having a
hierarchical structure of communication, which would guide the subordinates on the mission