The application of systems thinking as applied to corporate communication.
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Date
2003
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Abstract
P & 0 Grindrod Logistics (Pty) Ltd (POGL) was the focus of study over a period of two
years and served as the learning field for the systemic appreciation of complex problem resolution.
Organisational conversation and communication surfaced as an issue within the
organisation during this period of research and served as the system of interest (SOl)
warranting further appreciation and understanding. This paper surfaces an
understanding of the complex and emergent issues and dilemmas of the SOl through a
process of generative learning, using systems thinking and a brief theoretical
understanding of communication, as a multimethodological paradigm. The reflective
approach was to gain knowledge and understanding of the SOl and then to subject the
knowledge claims to validation. Various worldviews emerged, as to the causes and
reasons for non-communication. This required the surfacing of personal issues and
experiences, an understanding of emotions, appreciation for other's points of view,
values, knowledge, perceptions, beliefs and ethics of the staff at POGL. A systemic
appreciation facilitated the emergence and understanding of behaviours of the people,
specifically as regards the leadership style and the knowledge-power position of that
management style. During my research, my observation was that organisational
conversations were limited to these issues, void of any strategic value or vision content.
In most job functions including managerial positions, authority levels, empowerment,
innovation, and creativity, was replaced with a command style leadership. People lived
in fear of reprisal and did as they were told. Retrenchments and restrictions on capital
expenditure, equipment maintenance and general day to day running costs, further
limited team building, personal and organisational learning, by removing responsibility
and authority and relocating this to the Executive Team. The absence of a
communicated vision negatively affected commitment, productivity decreased, and focus
and energy was lost. A culture of non-communication, namely, distrust, emotions,
disrespect, and credibility, emerged as barriers to effective communication and were
noted as concerns of the people.
The proposed intervention is the creation of a learning organisation, with the purposeful
construction of a strategy to enhance and maximise organisational learning. The process
is designed as systems starting with leadership development, progressing through
strategic conversation, a system to improve communication, recognition, reward and
performance management systems and staff and management development. The
overall objective is to improve organisational effectiveness. The intervention has
developed as a generative learning process, ie the reflections of the two-year research
process and the additional reflections and learnings from this paper. This was a
conscious attempt to improve competitiveness, productivity and innovation, to
understand uncertainties and the need for learning in order to improve adaptability and
efficiency during these times of change and uncertainty in POGL. As evidenced from the
literary review of systems thinking and the application to the issues in this organisation,
we are dealing with a complex and dynamic environment. 'Learning enables a quicker
and more effective response to this environment, increases information sharing,
communication, understanding, increases the level of energy and excitement in
individuals and the quality of decisions made in organisations.' (April, 2000:49)
The whole process requires a culture change for the organisation and will take time.
However, I am of the opinion that the inclusion of staff in organisational decision making
complemented with staff development will improve innovation and creativity and promote
a sustainable organisation. People desire to be part of a community, where expansive
thinking is encouraged and recognition and reward part of the process of building trust
and respect; where the people talk to one another, learn from each other in ongoing
dialogue, exchange advice, coach and mentor each other. Success is in teamwork,
personal mastery, a shared vision and developing leaders capable of dealing with the
complexities of the present and the future. The five learning disciplines, namely, systems
thinking, personal mastery, team building , mental models and shared vision are seen in
this paper as a foundation and enhance aspiration, reflective conversation and
understanding complexity. (April , 2000:52) Jack Welch, formerly of General Electric,
quoted in April (2000:50) said of learning: 'Our behaviour is driven by a fundamental core
belief: The desire and the ability of an organisation to continually learn from any source -
and to rapidly convert this learning into action - is its ultimate competitive advantage.'
Description
Thesis (M.B.A.)-University of Natal, Durban, 2003.
Keywords
System theory., Communication in organizations., Communication in management., Theses--Business administration.