Microsoft is one of the largest and most well known information technology companies in the world. Its internal and external communicational strategies have been analysed to uncover how the company has been able to generate value for itself and also for its stakeholders. The study has revealed that the organizational communication plays a vital role in the success of a company. The internal communication comprises of the interaction among the employees and staff and the external communication includes the communication with the customers and notable external stakeholders like the investors. The company has improved its internal communication by incorporating advanced telecommunication technologies to virtually bring the employees together who are separated by national borders. It has been found that the communicational strategies incorporated by the company have helped to develop team work, productivity and efficiency. The external communicational strategies of the company include its marketing communications and promotional campaigns. Microsoft has developed its advertisements to highlight the brand image of the company and to create customer awareness about its products. It has leveraged its financial prowess to develop robust promotional campaigns. Finally, it has been concluded that the company has successfully designed its communicational process to increase its value generation and it has been recommended that in order to further improve them, it should adopt an integrated marketing strategy and adopt content localization.
The organizational communication of a firm can be considered as one of its determining factors that can helps in seamless running of its operations. The organizational communication encompasses the flow and exchange of information with both the external and internal stakeholders (Blakeman, 2014). This as a result allows creating seamless transmission of message from one entity to another, thereby leading to communication of instructions, feedback, creating a corporate image, etc. The idea of organizational communication can also be used as a tool to create an integrated network of closely associated stakeholders (Anderson and Narus, 2007). The internal communication determines how well the employees are interconnected and coordinated, whereas the external communication helps dictates how the organization interacts with the customers and shareholders. This paper discusses about the organizational communication of Microsoft in theoretical perspective. It covers both the internal and external communications conducted by the company and its implication on the company.
Overview of the organization
Microsoft is one of the biggest information technology companies that operates globally and runs multiple business units across different domains of technology. It is associated with development and marketing of software, applications, offering services and hardware devices (Marketline, 2015; Statista, 2015). Microsoft is known worldwide owing to its versatile operating system for personal computers and other professionally used applications like MS Office, Skype, etc. The company has established its offices in more than a hundred nations. Microsoft operates through two primary business segments, which are Device and Consumer (D&C) and Commercial.
The mission statement of Microsoft is based on practical implications of the constantly changing world of technology. According to the reports of McAllister (2015) the current CEO of Microsoft Satya Nadella has stated that the organization is looking forward to empower every individual and business entity and help them to achieve more. It has been further stated that Microsoft seeks to move forward with the changing trend in the consumption and behavioural pattern of the customers. The CEO has further stated that the company will move in to a “mobile-first, cloud-first” environment, thereby bringing drastic transformation in the organization to improve their competitive advantage (Microsoft, 2015).