Cas Study On Internal Communication Of SD Electric In The Process Of Organization Change

The spring up of manufacturing industry is an important part of the development ofChina’s economy. With big changes of world economy in recent years, and the idea ofindustrial upgrading promoted by China’s government, manufacturing industry is facing moreand more challenges, and experiencing more and more changes.The theory of keeping pace with the times has being highly regarded by China modernsociety. Organization changes are precisely drive by this theory. While, since changes bringuncertainties and unexpected risks, more and more managers realize that the important rolescommunication plays in changes. Effective communications can remove barriers and promoteorganization changes.This paper focuses on such a case. The impact of2008financial crisis made SD co., ltd.make a decision to start a joint venture: SD electric co., ltd at2009. Joint venture broughtchanges into organization structure and management styles. In the process of Contractchanges, because the company didn’t get the main points of internal communications duringorganization change, the original communication plan didn’t work and employees started astrike.From the perspective of the newly employed general manager secretary Miss Y, whoviewed the strike’s happening, developing and the process of salvation decision-making madeby management team, according to the study on the related information of memos, internalnewspaper, BBS, emails and interviews with related employees when the strike washappening, and based on the theories of organization changes and managementcommunications of organization behaviors, this paper analyses the reason caused the strike ofSD co., ltd. and its theory evidence. And draw a conclusion that the reasons were: firstly,during the period of organization changes, the management team neglected the problem thatthe existing communication system couldn’t meet the requirements of internal communication.Secondly, the function of internal communication was not fully understood. On the one hand,they did not pay much attention on internal communications, thus they didn’t make an effectcommunication plan; On the other hand, the management team conducted communicationplan in an indifferent way, which leaded to the strike. Later on, the management teamsrealized the importance of internal communication and changed their attitude. They made fulluse of exist communication channels, developed targeted strategies and optimized the internalcommunication system of SD electric co., ltd., and resolved the problem finally. In a conclusion, in the process of organization changes, management team should learn theorganization’s communication requirements to solve problems. At the same time, they shouldpay enough attention on internal communication, make good use of communication tools andpay more attention to feedback, and actively to optimize communication system. Meanwhile,this paper also provides a case to MBA teaching of organization behavior and managementcommunication study.