Hur den aktiva kunden konstruerar budskap - Ett synsätt inom relationskommunikation

Den här avhandlingen erbjuder ett nytt perspektiv på marknadskommunikation. Det nya är ett starkt kundfokus, där kunden är en aktiv medpart i kommunikationsprocessen. I det traditionella kommunikationsperspektivet har man sett kunden som ett objekt som blir utsatt för företagets olika åtgärder. Där har det varit företaget som stått för integreringen av de olika budskapen. I det här arbetet står kunden för integrationen och har därmed möjligheten att lägga till budskap eller lämna bort någonting väsentligt. I och med perspektivskiftet kan man upptäcka nya fenomen i kommunikation som inte tidigare beaktats i tillräcklig utsträckning. Eftersom det är kunden som står för den aktiva konstruktionen av budskap, kan kundens uppfattning vara en annan än den som företagen avsett. Kundens uppfattning kan beskrivas med hjälp av begreppen tydlig, otydlig och tyst kommunikation. Inom ramen för tyst kommunikation utvecklas ett nytt begrepp – passiv kommunikation – som kan öppna möjligheter för företag att minska på den aktiva kommunikationen med sina kunder. Även källorna till den här kommunikationen kan variera. Dylika källor kan lokaliseras till relation, händelse eller konsekvens. Dessa fenomen har sammanställts i en modell som kallas relationskommunikationsarenan. Kundernas uppfattningar varierar beroende på om det är fråga om relationskommunikation eller annan kommunikation. Dessa uppfattningar är strukturerade i två olika dimensioner: en tids- och en kontextdimension. Tidsdimensionen består av historiska och framtidsrelaterade faktorer och kontextdimensionen är en situationsdimension som består av interna, personliga faktorer och av externa faktorer i omgivningen. I relations-kommunikation förekommer faktorer från alla dimensioner. Modellen för denna struktur kallas den dynamiska kommunikationsmodellen. I avhandlingen utvecklas även en metod – kommunikationstopografi – med vars hjälp olika uppfattningar kan visualiseras på ett åskådligt sätt. Med topografierna kan olika budskap som annonser analyseras och tydliga, otydliga samt tysta budskap separeras. På motsvarande sätt kan även olika grupper av personer som uppfattar budskap på ett visst sätt särskiljas. Både budskap och personer analyseras här. Förekomsten av relationskommunikation kan i en del fall påvisas. Med kommunikationstopografi kan man visa hur den aktiva kunden konstruerar, lägger till eller lämnar bort budskap.

An Experiment on Prisoner's Dilemma with confirmed Proposals

We apply an alternating proposals protocol with a confirmation stage as a way of solving a Prisoner’s Dilemma game. We interpret players’ proposals and (no) confirmation of outcomes of the game as a tacit communication device. The protocol leads to unprecedented high levels of cooperation in the laboratory. Assigning the power of confirmation to one of the two players alone, rather than alternating the role of a leader significantly increases the probability of signing a cooperative agreement in the first bargaining period. We interpret pre-agreement strategies as tacit messages on players’ willingness to cooperate and on their beliefs about the others’ type.

An experiment on Prisoner’s Dilemma with confirmed proposals

We suggest an alternating proposals protocol with a confirmation stage as a way of solving a Prisoner's Dilemma game. We interpret players' proposals and (no) confirmation of outcomes of the game as a tacit communication device. The protocol leads to unprecedented high levels of cooperation in the laboratory. Assigning the power of confirmation to one of the two players alone, rather than alternating the role of a leader significantly increases the probability of cooperation in the first bargaining period. We interpret pre-agreement strategies as tacit messages on players' willingness to cooperate and as signals pursuing individualistic objectives like publicizing one's bargaining abilities or eliciting those of the opponent.

Integrated Marketing Communication (IMC): New Discipline with an Old Learning Approach: A Syllabi Analysis

Marketing communications as a discipline has changed significantly in both theory and practice over the past decade. But has our teaching of IMC kept pace with the discipline changes? The purpose of this paper is to explore how far the evolving concepts of IMC are reaching university learners. By doing this, the paper offers an approach to assessing how well marketing curricula are fulfilling their purpose. The course outlines (syllabi) for all IMC courses in 30 universities in Australia and five universities in New Zealand were analyzed. The findings suggest that most of what is taught in the units is not IMC. It is not directed by the key constructs of IMC, nor by the research informing the discipline. Rather, it appears to have evolved little from traditional promotion management units and is close in content and structure to many introductory advertising courses. This paper suggests several possible explanations for this, including: (1) a tacit rejection of IMC as a valid concept; (2) a lack of information about what IMC is and what it is not; and (3) a scarcity of teaching and learning materials that are clearly focused on key constructs and research issues of IMC.

Communication choices to engage participation of rural Indonesian craftspeople in development projects

In participatory design projects, maintaining effective communication between facilitator and participant is essential. This paper describes the consideration given to the choice of communication modes to engage participation of rural Indonesian craftspeople over the course of a significant 3 year project that aims to grow their self-determination, design and business skill. We demonstrate the variety and subtlety of oral and written forms of communication used by the facilitator during the project. The culture, the communication skill and the influence of tacit knowledge affect the effectiveness of some modes of communication over the others, as well as the available infrastructure. Considerations are specific to the case of rural Indonesian craftspeople, but general lessons can be drawn.

Engaging environments: Tacit knowledge sharing on the shop floor

Purpose: The purpose of this paper is to identify factors that facilitate tacit knowledge sharing in unstructured work environments, such as those found in automated production lines. Design/methodology/approach: The study is based on a qualitative approach, and it draws data from a four-month field study at a blown-molded glass factory. Data collection techniques included interviews, informal conversations and on-site observations, and data were interpreted using content analysis. Findings: The results indicated that sharing of tacit knowledge is facilitated by an engaging environment. An engaging environment is supported by shared language and knowledge, which are developed through intense communication and a strong sense of collegiality and a social climate that is dominated by openness and trust. Other factors that contribute to the creation of an engaging environment include managerial efforts to provide appropriate work conditions and to communicate company goals, and HRM practices such as the provision of formal training, on-the-job training and incentives. Practical implications: This paper clarifies the scope of managerial actions that impact knowledge creation and sharing among blue-collar workers. Originality/value: Despite the acknowledgement of the importance of blue-collar workers' knowledge, both the knowledge management and operations management literatures have devoted limited attention to it. Studies related to knowledge management in unstructured working environments are also not abundant. © Emerald Group Publishing Limited.

Communication Architecture Design for Real-Time Networked Control Systems

Networked control over data networks has received increasing attention in recent years. Among many problems in networked control systems (NCSs) is the need to reduce control latency and jitter and to deal with packet dropouts. This paper introduces our recent progress on a queuing communication architecture for real-time NCS applications, and simple strategies for dealing with packet dropouts. Case studies for a middle-scale process or multiple small-scale processes are presented for TCP/IP based real-time NCSs. Variations of network architecture design are modelled, simulated, and analysed for evaluation of control latency and jitter performance. It is shown that a simple bandwidth upgrade or adding hierarchy does not necessarily bring benefits for performance improvement of control latency and jitter. A co-design of network and control is necessary to maximise the real-time control performance of NCSs