Cunningham Enterprise: Communication and Knowledge Report

This report, prepared for Cunningham Enterprise, a company specializing in Information Technology services planning to expand its operation in UK, explores the crucial aspects of managing communication, knowledge, and information for global business success. The report details decision-making processes, assesses internal and external information sources, and recommends improvements for employee performance. It also identifies stakeholders, outlines strategies for building strong stakeholder relationships, and proposes methods for effective event planning. Furthermore, the report analyzes existing communication methods, suggests revisions, and introduces strategies to enhance access to information and knowledge. The report emphasizes the importance of adapting to the changing business environment and utilizing various tools and technologies, such as e-marketing and LinkedIn, to facilitate communication and stakeholder engagement. The aim is to improve the business operations and decision-making capabilities of the organization.

MANAGING COMMUNICATION,
KNOWLEDGE AND INFORMATION

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Range of decisions to be undertaken for Venture............................................................1
1.2 Information and knowledge required for effective decision-making...............................2
1.3 Assessing internal and external information....................................................................3
1.4 Recommendation for improvements................................................................................3
4.1 Existing method within Cunningham Enterprises, UK....................................................4
4.2 Revising the current method.............................................................................................4
4.3 Strategies to make access to information and knowledge at Cunningham......................4
TASK 2............................................................................................................................................5
2.1 Identification of stakeholders...........................................................................................5
2.2 Building close contact with stakeholders.........................................................................5
2.3 Involving stakeholder and considering their interests and need.......................................6
2.4 Deigning strategies for making event worthy for stakeholders........................................6
3.4 Personal Plan for improving communication skills..........................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Cunningham Enterprise specializes in Information Technology services and is planning
to expand its operation in UK. It is seen important for enterprises like Cunningham to manage
communication, knowledge and information for doing business globally. Effectiveness in them
will help in establishing their business and outperforming activities in effective manner.
This report demonstrates different needs of information and knowledge while conducting
business globally is discussed. The range of decisions that are required to be taken by senior
management team is stated below. Further assessment of internal and external source of
information for workforce is briefly understood. The next part of the report is a plan that is done
to draft strategies for future enhancements. To expand the idea about stakeholders and their
involvement in decision making process for successful venturing in UK is also studied below.
TASK 1
1.1 Range of decisions to be undertaken for Venture
Decisions are to be made at every point of time in businesses. It is recommended to make
good decisions only after critical thinking and analysis (Gwo-Hshiung, 2010). In projects like
venturing, it is imperative for businesses to consider all aspects before making decisions and
seek possible areas that provide the best opportunity to them during this venture.
The range of decisions that are to be taken into account before entering into venture are-
1. Cost of Implementation- It is the basic and most important decision that every business
has to come across. Decisions like cost that has to be incurred for a successful venture is
followed by decisions on what source of finance can be chosen to meet such costs. Since,
Venturing requires huge amount of capital and investment it is important see from where
these funds can be raised from like banks, Financial Institutions etc.
2. Resource Requirement- It is important for company to check the availability of human,
physical and financial resources. Any form of shortage in them will lead to negative
results from the project affecting the overall business venture (Jacobson, 2009).
3. Location of business- This factor also has a due effect on business and requires lot of
decisions and discussion to be taken. Location must compliment the business activities
and possess a key role in bringing sales and profit for company.
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4. Competition- It is important to check the intensity of competition lies in UK before
entering into that country. The level of competition for IT services in UK must be
analyzed and accordingly strategies must be framed.
1.2 Information and knowledge required for effective decision-making
It is important to assess all the information that can help in making the right decision. As
it can be seen that the environment is constantly changing so the ability to interpret and respond
to such changes effectively it is important to have adequate information and knowledge (Saaty,
2008). At senior level strategic level of information is required to be gathered. Knowledge and
information at senior level must be made in the context to enhance existing processes, add new
services which are unique and innovative and improve the overall strategic position.
In order to analyze the Europe market conditions a decision making unit is established
which consists of Supplier, Manager and a member of BOD.
Illustration 1: Decision making unit
The role played by all in evaluating the target market are-
1. Supplier- Analyzing Market trends and making recommendation
2. Manager- on the basis of supplier recommendation manager will see to its authentic
applicability.
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3. Member Of BOD- On manager recommendation he will make necessary modification
and then accordingly implement to capture the market (Goodstein and Wicks, 2007).
1.3 Assessing internal and external information
The workforce must derive their overall strength and weaknesses in meeting the
expectation of Cunningham. Internal source of information for employees can help in evaluating
their potential and capabilities in context of UK Enterprise. Time and cost also spent on availing
information through these sources is less. They can obtain such information through both means
formal as well informal (Zimmerman and Yahya-Zadeh, 2011). Formal documents can be used
to pass on the reviews framed by senior managers, while informally it can be in the form of
personal feedback by both managers and colleges.
On the other hand external information can be obtained by means of formal type of
communication through training and user guide system. Results can also be reviewed by looking
at customer perception on employee’s services and areas where they are required to improve.
Improvements in employees through these information will help them in gaining more
opportunities.
1.4 Recommendation for improvements
For venturing the business in UK, it is important to have a competent and capable
workforce to perform their tasks with efficiency (Klein, 2008). A regular trend in performance of
employees can be noted and must be suggested ways to make improvement in areas where they
are lacking. Ways that can be adopted by senior management team to enhance employee’s
performance are-
1. Providing more control by management to employees will render a sense of responsibility
among them.
2. Encouraging and motivating them to perform better. The management can provide
incentives, bonuses and appraisals to enhance the performance of employees.
3. Creating a work environment of growth in the organization through training, induction
programs, acknowledging etc. to learn and expand their skills and responsibilities.
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4.1 Existing method within Cunningham Enterprises, UK
Currently, data in Cunningham Enterprise is collected through a collective server system.
The Data Administration department is made where the new data as well as records of available
data is stored. Collection of data and the examination of new and any changes further made in
information is all reviewed by this department (Gold and Shadlen, 2007.). The data so collected
is then formatted by a team and any issue arising in it is discussed with Data Administration
Department. Lastly, the team after formatting all information disseminates the same to all
through email on their individual e-mail addresses.
4.2 Revising the current method
The collection system must be made more flexible ensuring that it is collected from an
authentic source and special access of all type of information must be provided to managers so
that it a more extensive study can be conducted by them. Simultaneously, at formatting head a
common standard must be set for the formatting of data, so that uniformity can be achieved in
the information so disseminated (Carroll and Buchholtz, 2014).
Lastly, at the level of dissemination, a common portal must be framed and access to that
portal must be provided. Common information can be displayed on that portal and for specific
information individual e-mails can be sent.
New systems can be introduced in organization like MIS (management information
system) and DSS (Decision support system) for gaining convenience in spreading the
information.
4.3 Strategies to make access to information and knowledge at Cunningham
Strategy that organization can be introduced in the context of Managers, who are crucial
for organization, they must be equipped with cloud or intranet facility. Through this facility they
can get access to the company important information at all places. They can take decision from
places other than the office premises.
Benefits that can be gained by organization through revised system of collection, formatting and
dissemination of information and knowledge are-
1. Extensive data can be collected through open source of information and knowledge
accessibility available for managers (Weiss, 2008).
2. By setting up a clear standard of format a uniformity and consistency can be framed.
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3. Through Common Portal, similar information can be sent to all which saves time, efforts
and cost of the organization.
4. MIS will help company in streamlining the information in a more systematic ways. DSS
system on other will improve the decision-making capability of organization
TASK 2
2.1 Identification of stakeholders
Stakeholders of company are those individuals or group that hold key interest and have
the potential to influence the organization. The type of stakeholder’s are-
1. Employees- these are recognized as the most crucial assets of the organization. Being a
part of internal source their dissatisfaction towards organization is likely to affect the
business to a great extent (Motivating Employees, 2015). Thus, they must be motivated to
work and encourage their participation within the organization.
2. Customers- For Cunningham they are clients that seek help from them, it is their main
source of income. Any sort of carelessness towards them is likely to affect the
organization resulting in adverse outcomes.
3. Government- businesses pay taxes on the incomes earned by them to government and it
is also binding on them to carry ethical and legal practices.
4. Suppliers- Through suppliers, company is able to develop shared goals, strategies and
vision. Suppliers support is a must for smooth operation of business. Therefore, it is
important to maintain a close relationship with them (Greenwood, 2007).
2.2 Building close contact with stakeholders
It is important for businesses to enhance their relationship with the stakeholders to stay
sound in the market. Newsletter/Posters/Emails are a good means to be in touch with the
stakeholder. It is important for Cunningham to keep their stakeholders associated with their
businesses (Dunbar, Brooks and Kubicka-Miller, 2006). Relationship with suppliers can be build
by providing them with quality services. Business can make contact with their employees and
customers through emails, trade shows, social media etc. On the other hand for building their
contact and relationship with their government they can make public announcements about the
CSR activities it is planning to perform. These declarations and announcements will keep their
stakeholders satisfied.
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2.3 Involving stakeholder and considering their interests and need
The magnitude of their interference in decision making depends on how much these
decisions will affect them.
Customers of Cunningham enterprise in UK, which are their clients will have a strong
involvement in decision-making. The decisions are made in accordance to satisfy their needs and
meet their expectations. Company can install software, which manage or track company
relationship with their clients (Freeman, 2004).
By complying with UK legal laws and rules, company will be able to avoid the
consequence of penalty. It is important to frame their decisions as per the standards set by British
Government.
The employees can be motivated by organization to encourage their continuous
involvement and participation within the company. By delegating responsibilities certainly helps
in gaining their participation in decision making.
Supplier’s suggestions and recommendations for the company must duly be recorded.
They're suggestions should be considered before making decisions as; they are in direct link with
the market and hold knowledge about them in detail.
2.4 Deigning strategies for making event worthy for stakeholders
Cunningham Enterprise can look upon adopting the strategy of e-tool which is the latest
and most trending technology used in today's business world. E-marketing has helped in creating
a base for developing and maintaining contacts with different stakeholders as conveniently as
possible. Tools like e-mails, video-conferencing, instant messenger can help business develop a
network for an effective decision-making. One such crucial tool that can be employed by
business which will build a network and enable business to maintain their contacts with
stakeholders is LinkedIn site. This site represents one's company, portrays its business, engages
the followers, share their view points and career opportunities and communicating what are their
current and future business plans (Cho and Haas, 2004). This page will hold build relationships
with the stakeholders and ensuring their satisfaction with the company.
Next strategy that company can adopt is to present brochures that bring in complete
details about the event so organized like date, venue, participant members etc. This brochure will
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serve as conclusive evidence that the event was conducted in systematic manner to encourage
their involvement in organization.
3.4 Personal Plan for improving communication skills
Possessing strong and effective communication skills is part of all job, it holds vitality in
development of personal as well as organizational growth. Developing communication skills is a
key feature to individual success. It is an integral part of every facet of life. To take my
responsibility as Communication and Information Officer I shall look onto enhancing my
following key areas-
1. Enhance skills of listening- patience and observations both are key factors of an effective
learning. Techniques can be used to hold patience to listen and then clarify about the
confusion so arising.
2. Equal treatments- Tone used must be polite and alike for all. This tone will help in
encouraging their participation and are likely to give their best.
3. Resolve conflicts- The organization must have an empathetic approach towards all for
their encouragement. This approach will indeed help in sorting out the conflicts that
might be arising among few individuals (Lee and et.al., 2009).
4. Minimizing stress- Stress creates unfriendly environment which considered being a major
barrier to effective communication. Staying calm and being focused are two important
variables that will lead to success and curbing the factor of stress in oneself.
CONCLUSION
It has been consistently seen in this report that possessing reliable information and
knowledge creates the path for Cunningham Enterprise that leads it to a successful venture.
Decisions are seen to be an integral part of business which is bound to be undertaken by the
senior level management and their key participation in collecting information and knowledge is
seen to be imperative in this report. Current responsibility of Data Administration department in
collecting, formatting and disseminating information can be improved by adopting MIS and DSS
system. Stakeholders relationship is gained is enhanced by organization through e-mail,
newsletter etc. Furthermore, areas of improving communication skills are shown by ways of
listening, equal treatment, resolving conflicts etc.
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REFERENCES
Books
Carroll, A. and Buchholtz, A., 2014. Business and society: Ethics, sustainability, and
stakeholder management. Cengage Learning.
Gwo-Hshiung, T., 2010. Multiple attribute decision making: methods and applications. Multiple
Attribute Decision Making: Methods and Applications.
Jacobson, S. K., 2009. Communication skills for conservation professionals. Island Press.
Weiss, J., 2008. Business ethics: A stakeholder and issues management approach. Cengage
Learning.
Journals
Cho, J. and Haas, Z. J., 2004. On the throughput enhancement of the downstream channel in
cellular radio networks through multihop relaying. Selected Areas in Communications,
IEEE Journal on. 22(7). pp. 1206-1219.
De Martino, B. and et.al., 2006. Frames, biases, and rational decision-making in the human
brain. Science. 313(5787). pp. 684-687.
Dunbar, N. E., Brooks, C. F. and Kubicka-Miller, T., 2006. Oral communication skills in higher
education: Using a performance-based evaluation rubric to assess communication skills.
Innovative Higher Education. 31(2). pp. 115-128.
Freeman, R. E., 2004. The stakeholder approach revisited. Zeitschrift für Wirtschafts-und
Unternehmensethik. 5(3). pp. 228-241.
Gold, J. I. and Shadlen, M. N., 2007. The neural basis of decision making. Annu. Rev. Neurosci.
30. pp. 535-574.
Goodstein, J. D. and Wicks, A. C., 2007. Corporate and stakeholder responsibility: Making
business ethics a two-way conversation. Business ethics quarterly. 17(03). pp. 375-398.
Greenwood, M., 2007. Stakeholder engagement: Beyond the myth of corporate responsibility.
Journal of Business Ethics. 74(4). pp. 315-327.
Johnson, A. M. and Lederer, A. L., 2005. The effect of communication frequency and channel
richness on the convergence between chief executive and chief information officers.
Journal of Management Information Systems. 22(2). pp. 227-252.
Klein, G., 2008. Naturalistic decision making. Human Factors: The Journal of the Human
Factors and Ergonomics Society. 50(3). pp. 456-460.
Lee, I. E. and et.al., 2009. Performance enhancement of outdoor visible-light communication
system using selective combining receiver. IET optoelectronics. 3(1). pp. 30-39.
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Saaty, T. L., 2008. Decision making with the analytic hierarchy process. International journal of
services sciences. 1(1). pp. 83-98.
Zimmerman, J. L. and Yahya-Zadeh, M., 2011. Accounting for decision making and control.
Issues in Accounting Education. 26(1). pp. 258-259.
Online
Motivating Employees, 2015. [Online]. Available through:
<http://guides.wsj.com/management/managing-your-people/how-to-motivate-
employees/>. [Accessed on 26th September 2015].
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