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MSCDISSERTATION PROPASAL

MSCDISSERTATION
PROPASAL
CORPOARATECOMMUNICATION IN BUSSINESS
MANAGEMENT

MOO323812
SHANKARKUPPUSAMY
OBJECTIVE STUDY

 The main objective of paper is to explain the use of intranet in organizational

communication.
 To improve the performance and effectiveness of the organization.
 How to force the intranets for organizational communication.
 As of previous researches, case studies and journals published, this paper
supports professed assumption that use of intranet in Organization
communication has positive impact on organizational performance.
 The purpose of this research to examine the corporate infrastructure and
performance in the company

INTRODUCTION

Information technology is transforming the business world. Information technology has an

new forms of organizations and business process 0f innovation and impact of organizational
structure, politics, culture and decision making. Most of the successful companies that
efficiently use technology manage the data and knowledge flow across the organizations. In
their early stages the companies were lacking in their technology and the ability for
employees to use it. In the recent year, the industry has seen great strides in building
Intranets to support the collaborative efforts for gaining the most on-line potential out of
normal business processes. Many recent research shows corporate world is seeing Intranets as
an important contributor for their business and corporate structure development.

BACKGROUND

A strong communication network has been very valuable key to enhance the corporate
culture. operate communication of activities involved in managing to compose all external
and internal communications.a very good communication promotes strong corporate culture
coherent identity, reasonable corporate philosophy, genuine corporate citizenship, appropriate
relationship with the press, quick communication during crisis, understanding of
communication tools and a sophisticated tool to global communication.

RATIONALE

The strong argument in the recent days about having intranets in the companies. The
argument has put forth the urge to use intranets for competing in today’s marketplace. This
attitude along with the enormous development in the technology has led to a massive
explosion in development. Generally, it has been hierarchical that the decisions are being
made at the highest level and those have been sent down to the ground floor to the rest of the
workers. There has been a systematic change in the method of transferring and conveying
information in the past years.

In the 40’s the information and the decisions were conveyed to the employees through hand
written notes or by words of mouth. As technology advanced, the medium was transformed
into typing of memos in the 50’s and 60’s. This also included a series of phone calls or

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sending fax, public announcements and even static bulletin boards to reach out the
organizations.

In the 1980’s the revolution of fastest growing business tools started which was the corporate
emailing service. Organizations till date rely mainly on the mail communications as an
essential part of their communication standards.

The next decade was a pure advancement of the usage of Intranets. It took a vital role in
communication within companies and past the other companies as well linking it to the tidal
wave of intranet usage that began in the mid 1990’s. This technology proved to provide a
consistent, reliable, presentable and one stop-shop for all the corporate related information. In
the meanwhile, it also connected the corporations to customers, suppliers and information of
the industries worldwide.

The end of the 20th century confirmed that more than 80 percent of the top level companies
already had some kind of intranet in their business. This was reported by the Zona research
report. The International Data Corporation reported that by the end of 2000, the server
licenses sold for the intranets would outdistance those for internet usage. In the record time,
the intranets were becoming the fastest-growing technology than the internet which ended up
in the usage ratio of 10:1 and continually proved to be the long time solution for promoting
growth.

RESEARCH METHODS

The method of this research include the following topics

 Analyse the recent trends and development in the organizations in the field of intranet.
 Analyse the evolution of the intranet in the corporate culture.
 Identify the various benefits and risks in the usage of the intranets in the corporations.
 Analyse the impact of these methodologies in the development and betterment of the
corporations.

RESEARCH QUESTIONS

Based on the recent issues in the organization development, the main research questions will
include

 How employees communicate among themselves and work together

 How market efficiency can be improved by eliminating information barriers
 How to increase the performance of the employees and the organization as well
 How efficiency can be increased by answering the questions like ‘who is who’, ‘who
knows what’ and ‘who is responsible for what?’

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DESIGN OF PROPOSAL

The design of the proposal is to Creation and maintenance of a comprehensive intranet remains
an important goal for any corporation. This involves the encouragement of the company to use
the site.

PRODUCTIVITY LEVEL

Regarding productivity, detailed information about what the employees need to do frequently
with the sites and what information should be collected and synthesized at the start of an
Intranet design project.This way, design decisions meet users work-related needs and
expectations head on.

DESIGN PROCESS FOR FUTURE INTRANET

The design process for future intranet will be Creation of user profiles and analysis of user
tasks, considering accessibility issues and allowing users to input or update as much of data
as possible and keep it updated. It also includes finding out the people who will be using the
intranet, by including their experience levels, their job function and tasks, what kind of tools
they use and how the intranet will help them streamline their work.

LITERATURE REVIEW

According to the ‘13th Intranets for corporate communications’, Unutilized or underdeveloped

intranets get no respect until the companies see how useful a good one can be in streaming
the communication process internally and coordinating public relations efforts. It should also
include what role should the intranet play in developing the organization’s overall
performance? How can you take advantage of its best features and avoid the common
pitfalls? This outlines how to effectively integrate the intranet in the organization’s plan.

METHODOLOGY

An intranet is a network within an organization that uses internet technologies such as web
browsers and servers, TCP/IP network protocols, HTML document publishing and databases,
etc to provide a web-based environment within the enterprise for information sharing, data
gathering, communications, collaboration and the support of business processes. The
intranets are protected by passwords, firewalls, encryption, etc and thus can accessed by
authorized users only.

REASEARCH METHODOLOGY

Wide availability of networked personal computers within organizations has enabled new
methods for organizational research which involves presentation of research stimuli using
Web based pages and browsers. Is study provides an overview of the technological
challenges for collecting organizational data through this medium as a springboard to discuss
the validity of such research and its ethical implications.

RESEARCH METHODS

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This capstone Project combines both Primary and Secondary research techniques. This
basically gives a case study of the company’s intranet infrastructure. Thus this may be treated
as a quantitative study.

DATA COLLECTION AND ANALYSIS

There are two types of data they were an

 Primary data
 Secondary data

PRIMARY DATA

This project involves collection of data from an organization which uses up the intranet to
communicate among themselves. In addition to the reviews collected from the literature, this
project also includes interviewing and demonstrating working models from the organization.

SECONDARY DATA

Apart from the primary data, the other data that has to be collected as secondary work models
may include

 Software, Hardware and Network Infrastructure

 Clients and Servers
 Management and Training
 Intranet Outsourcing
 Training Concept
 Third party interview

SUMMARY

 Establish guidelines – To set the policies and standards for publishing, style, security,
ROI measurement, business model, budgets and intranet mission.
 Establish platform and infrastructure - Define standards for the systems you intend to
support, including access, security, content management, development tools, server,
and bandwidth.
 Invite all to participate - Create programs to gain the participation of all employees.
 Intranet team - Form a cohesive group ready to take on the day-to-day growth of the
corporate intranet.

LIMITATIONS

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COST OF SETUP

Time and human resource requirements can be significant. Depending on the complexity of
your design and the number of users of your portal, setting up and maintaining the Intranet
can be costly.

Intranets can be costly to set up as well. Again, this depends on the specific software solution
you use, but to take advantage of some of the more advanced features of an Intranet (such as
workflows, unified search and audience targeting).

COMPLEXITY

Complexity in some environments, Intranets can become complex monsters consisting of

web based portal software, file services and databases. Managing these components can be
both costly and time consuming – especially if you don’t have dedicated staff to devote to IT
administration.

REFERENCES:

13th INTRANETS CORPORATE COMMUNICATIONS, September 14 & 15, 2009, Toronto

14th INTRANET CORPORATE COMMUNICATIONS, December 9 & 10, 2009, Ottawa, Two-
Day Event

Charles, F. (1996) Reputation: Realizing Value from the Corporate Image, Boston: Harvard
Business School Press.Corporate Communications: An International Journal ISSN: 1356-3289, 2009

Jackson, P. (1987) Corporate Communication for Managers, London: Pitman.

Leveraging the new organisational Information, Communication, Distribution & Transaction

channels, Intranets: The Backbone of Corporate Market Spaces, an IBM production

Paul Chin, The evolution of Corporate communications, http://www.intranetjournal.com

Ritter, Ron. The Oxford Style Manual. Oxford University Press, 2002, p. 1.

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