CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
One of the uniqueness of the human person is the ability to objectify his thoughts and ideas through language. With the social evolution of language, especially speech language, man was able to widen the gap between him and the rest of the animal kingdom. Thus, language can be seen as a system of sounds, symbols and words for purposes of communication.
Communication touches every aspect of human activity. Business communication is any communication used to promote a product, service or organization, with the objective of making sale.
The impact of effective communication in every human organization cannot be over emphasized. It is reminiscent to the function of blood within the human physiology. This is because it is a process of creating, transmitting, disseminating and interpreting ideas, facts, messages, opinions, feelings and information between one person and the other. In fact, it is not an error of over claim to contend that the standard of an organization’s productivity and efficiency is directly and indirectly related to the standard of the communication system and networks.
According to Andersen (2001), enhancement of an organization’s communication capabilities may influence performance through improved strategic decision making, better coordination of strategic actions and by facilitating learning from strategic initiatives. The power of communication approaches is further stressed by Juslin and Petri (2003) who studied the impact of communication of emotions in vocal expressions on music performance.
In other words, communication is a process that is essentially a sharing one – a mutual interchange between two or more persons that would ensure that the entire system functions as an organic whole (Hybel and Weaver II, 2001). It consists of the content which can be the factual information, discussion points, formal notices as well as the form of communication which are the memos, reports and bulletins, just to mention three. The media which can be face to face, written reports/memos, e-mail, fax, telephone, audio (radio) and audio-visual which is the TV sets are also crucial. In fact, in broadcasting, the medium is often said to be the message. This is to underlie the role and importance.
Alexander Ode (2009); defines communication as a process that makes common to two or several what was the monopoly of one or some. It is also defined as the process by which an individual (the sender) transmit stimuli to modify the behaviour of other individual (the audience).
Many organization today have capsized, some rapidly diminished, while some does not achieve the intended sales level because they do not have a good communication system.
1.2 RESEARCH PROBLEM
The promotion and improvement in the communication system of manufacturing industry is the sine qua non for its strength of character, ability to withstand competition, flexibility and profit maximization.
Further to this is the observation of Andersen (2001) that enhancement of an organization’s communication capabilities may influence performance through improved strategic decision making, better coordination of strategic actions and by facilitating learning from strategic initiatives.
The primary aim of business organization is survival, so to survive, business organization must not only design an effective communication techniques or system but must also make a substantial profit which Drucker (2000) refers to as “the cost of staying in the business” in making sufficient sales volume, a business organization must device a sound communication system which will be used to evaluate their sales performance.
Therefore against this background, this research intends to undertake and examine the impact of effective communication on organization performance in manufacturing industry using Global Soap and Detergent as a case study.
1.3 OBJECTIVES OF THE STUDY
The objective of this study is to critically examine the impact of effective communication on organization performance of manufacturing industry in Nigeria with reference to Global Soap and Detergent, Ilupeju, Lagos. The objectives of this study are as follows:
1. To examine the relationship between effective communication and sales volume in the manufacturing industry.
2. To determine how effective communication assists manufacturing organization to achieve organizational goals and objectives in dynamic business environment.
3. To examine how effective communication affects profit maximization of manufacturing company.
4. To determine the contributions of effective communication on the organization’s productivity.