Many of Dell's participants consider Dell as very good example of how a company should manage its functionalities and communicate with its participants. Corporate communication must be closely related to a company's overall vision and strategy.
Issue
Dell has to align its identity with its image and become independent of technology. If a company depends more on technology, along with bridging the gap between image and identity, it needs to be attentive to technology changes.
Michael Dell, the founder of Dell computers initiated a primary work environment which depends on e-mail. E-mail can be an effective communication type across time zones. E-mail also helps managers and employees communicate effectively and thereby increase the productivity.
However, Dell's increasing dependence on technology based communication may negatively impact the relational development. If Dell's management does not improve the ways of communication existing in the company, the company may not grow in a changing corporate environment.
Solution
To improve its communications, Dell's upper management can work more effectively with the departments which communicate with marketing constituencies and create a stronger corporate mission.
The publicity of any product depends on how a marketing department communicates with customers and deals with customers' activities. Increased e-mail dependence can cause information overload for employees. As e-mail is an informal channel of communication, it isolates employees and prevents them from interacting with others. This issue can be solved by adopting face-to-face communications through meetings, team building activities, and company outings.
Dell should communicate closely with the entities that deal with marketing and involve face-to-face communications within the company. Increased internal and external communication can help Dell to align its image with identity and help to improve relationships to become a successful company in the changing corporate environment.
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