21st Century Communication TrendsThere are five key areas in which the trends can be commonly seen:-
Globalization
Increasingly global sales, manufacturing, research, managementMovement from direct exports to having sales offices in different countries to having manufacturing to all functions spread across the globe
Increasingly global labor market
Due to:
ü reduced cost and improved quality of international transportation and communication
ü search for unsaturated markets
ü exploit regional cost and expertise differences
Workforce getting more heterogeneous sexually, racially, culturally, individually, etc.
Source of both innovation and conflict/communication problems
Need to cope with different styles of interaction, dress, presentation, physical appearance
Due to:
changing demographics
globalization of the labor market
Flexibility
Organizational systems and processes and people that can respond differently to different situations
Fewer detailed rules and procedures
Greater autonomy, encouragement for initiative
Customizable employment relationships: telecommuting, job sharing, mommy tracks, pay for skills
Lifetime employability, not lifetime employment
Due to:
differentiated customer needs -- filling them exactly is source of competitive advantage
increasing diversity in workplace
increased pace of change in technology and markets
Flat Structure
Source of both innovation and conflict/communication problems
Need to cope with different styles of interaction, dress, presentation, physical appearance
Due to:
changing demographics
globalization of the labor market
Flexibility
Organizational systems and processes and people that can respond differently to different situations
Fewer detailed rules and procedures
Greater autonomy, encouragement for initiative
Customizable employment relationships: telecommuting, job sharing, mommy tracks, pay for skills
Lifetime employability, not lifetime employment
Due to:
differentiated customer needs -- filling them exactly is source of competitive advantage
increasing diversity in workplace
increased pace of change in technology and markets
Flat Structure
Fewer levels of management,
Workers empowered to make decisions
Fewer differences in responsibility (not in pay) across levels
Due to:
need for speed, which makes it helpful to empower employees to make decisions, which means fewer managers are needed
changes in information technology mean less need for the communication and control functions of middle managers
globalization means intensified competition, which increases the need for a flat structure.
Workers empowered to make decisions
Fewer differences in responsibility (not in pay) across levels
Due to:
need for speed, which makes it helpful to empower employees to make decisions, which means fewer managers are needed
changes in information technology mean less need for the communication and control functions of middle managers
globalization means intensified competition, which increases the need for a flat structure.
Easing the way of doing business by Networking 
Direct communication across unit & firm boundaries, ignoring chain of command.
Cross-unit team structures.
Outsourcing & downsizing.
Strategic alliances with competitors and others.
Now have firms that are your competitors, customers and collaborators all at the same time.
Close coordination among firms (e.g., JIT systems) and information sharing (open computer systems).
Across the board contact with customers, not just official boundary spanners.
Customization
Decentralization
Due to new information technologies, especially groupware, client-server, distributed computing
fast changing customer needs and competitor offerings
more complicated products require better integration of manufacturing, design, and marketing functions
References:-
Direct communication across unit & firm boundaries, ignoring chain of command.
Cross-unit team structures.
Outsourcing & downsizing.
Strategic alliances with competitors and others.
Now have firms that are your competitors, customers and collaborators all at the same time.
Close coordination among firms (e.g., JIT systems) and information sharing (open computer systems).
Across the board contact with customers, not just official boundary spanners.
Customization
Decentralization
Due to new information technologies, especially groupware, client-server, distributed computing
fast changing customer needs and competitor offerings
more complicated products require better integration of manufacturing, design, and marketing functions
References:-
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