Solutions for Corporate Communication, 8th Edition Argenti (All Chapters included)
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Complete Solutions Manual for Corporate Communication, 8th Edition by Paul A. Argenti ; ISBN13: 9781264330263. (Full Chapters included Chapter 1 to 10)....1. The Changing Environment for Business
2. Communicating Strategically
3. An Overview of the Corporate Communication Function
4. Corporate B...
Corporate Communication
8th Edition by Paul A. Argenti
Complete Chapter Solutions Manual
are included (Ch 1 to 10)
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** All Chapters included
,Chapter 1 – The Changing Environment for Business
Teaching Notes
Chapter 1
The Changing Environment for Business
This chapter gives you an opportunity to cover material with your students that will
help set the tone for them to be able to see communications as a necessary and
strategic function of business. First and foremost is the information about changing
attitudes toward business in the United States.
For most senior executives, the world they grew up in is wildly different than the
world they are living in now, particularly when it comes to the role that businesses
play in society. Today, companies across every industry face increasingly high
expectations from the public with regards to a wide range of global issues. Partially
due to the rise of social media, public scrutiny of corporate activities is constant and
intense. This chapter will focus largely on key events that have influenced the shift
in operating environments for businesses. I divide up the analysis of the shift into
three parts; first taking a historical look into public attitudes toward U.S. businesses,
next examining the effects of globalization on business, and finally discussing how
companies can use improved corporate communication tactics to address the
constantly changing environment.
Using video clips from popular media not only brings many of these concepts to life
for students (in an often humorous and entertaining manner!), but also helps to
hammer home just how important communication strategy is in our daily lives. For
this chapter, I usually also show the annual meeting scenes from both Oliver Stone's
Wall Street and Danny DeVito's Other People's Money. Both films are available
throughout the United States and in many other parts of the world as well. You
should even be able to find the appropriate scenes on YouTube.
The scene from Wall Street is in the second half of the film. It includes an
introduction by Richard Dysart followed by the famous speech to a group of
shareholders by Michael Douglas's character, Gordon Gekko. The
characterization of older management is that they are a bunch of lazy,
overweight, overpaid bureaucrats shuffling paper back and forth. Gekko
looks quite appealing by contrast, but you must point out to students that
Gekko is actually a very negative figure in the film as well.
The depiction of business is a choice between bloated/bureaucratic or
charming/corrupt; neither is acceptable. You will want to point out that the
Gekko character is representative of a typical outsider – an appealing
characterization in both literature and film. Also note that the public tends to
prefer entrepreneurs to corporate drones. You might also want to discuss
how these perceptions have changed in recent years. For example, to what
extent did the dot-com bubble burst affect our trust in entrepreneurs? What
business types do we characterize as corrupt after the Enron scandal? Many
stereotypes remain the same, while others have not. You can also discuss the
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, Chapter 1 – The Changing Environment for Business
Teaching Notes
recent Wall Street sequel, in which Gekko is now a philanthropist. That can
lead to interesting comparisons to John D. Rockefeller and the Robber
Barrons. And, finally, you might mention that Gekko did his job SO well that
management overinvested in companies in the 90s and the early part of this
century, which created a whole set of other problems.
The clip from Other People’s Money is toward the end of the movie. In this
case, Danny DeVito comes to speak at Gregory Peck's annual meeting. Here,
the older manager is not a bloated bureaucrat, but clearly out of touch with
the times. DeVito is unlikable but ultimately correct in his assessment of
needed changes.
To conclude the discussion on the changing environment of business it will be
important to illustrate how exactly companies can use improved corporate
communication tactics to address the constantly changing environment. This
conclusion will give you the chance to wrap-up the session and end with some
tactical and action-oriented content.
When teaching Chapter 1, instruction should vary depending on the levels of your
students. For example, if teaching this chapter to executives I would challenge them
each to examine how their own companies responded well (or poorly) to the
changing business environment. In an MBA course, you might ask your students to
reflect upon how a company they have worked at or are interested in working at has
handled the increasing consumer demands for social responsibility. If you are
working with undergraduates, have them research a crisis like Walmart and
evaluate it based on the criteria that I include in the textbook.
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