Naslov
Barriers of Internal Communication

Autori
Rukonić, Neva ; First Komen, Ivana

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
23rd Cromar congress: Marketing in a dynamic environment - academic and practical insights, congress proceedings / Grbac, B., Lončarić, D., Dlačić, J. - Lovran : Faculty of Tourism and Hospitality Management in Opatija, University of Rijeka, CROMAR, 2013, 149-159

ISBN
978-953-7842-18-5

Skup
23rd Cromar congress: Marketing in a dynamic environment - academic and practical insights

Mjesto i datum
Lovran, Hrvatska, 24.10.2013. - 26.10.2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
internal communication; barriers in communication; market orientation; internal marketing

Sažetak
This research investigates the importance of internal communication in marketing as well as barriers to internal communication. The research was conducted by the method of an in-depth interview on a sample of fourteen organizations with multiple examinees from different levels or different departments within organizations. There were several barrier of internal communication identified which were as previous literature suggests classified to barriers due to organizational structure and those due to individual characteristics. Many of the discovered barriers were previously mentioned in the literature, but there are some specific to this research such as non-transparent business conduct and dislocated offices. Two main findings of this research are: barriers occur more often due to organizational structure rather than individual characteristics and superiors find internal communication barriers more problematic than subordinates do. Due to these findings managers are advised to make internal communication a planned and well organized process, to educate their employees and conduct team buildings as only informed, educated and motivated employees can smoothen internal communication flows. Smooth internal communication flows are a basis for successful external communication flows and achievement of organizational goals.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA