Effective Communication Management: A Factor for Development of International Companies in Our Day

Abstract

The purpose of communication management at company level is to create and exploit all the categories of company assets by building up the communication space in a way to achieve the company competitiveness. Therefore, the quality of communication management in companies has become an indicator of their ability to create an internal and external environment that will help them gain the necessary market advantages. 
 The article contains results of an analysis of the phenomenon of communication management and causes of disruptions of effective communications in international companies. A review of previous research shows that international companies operating in multicultural environments face communication barriers affecting the performance of international partners. But once built in a right manner, communication management enables to overcome such cross-cultural barriers. When the peculiarities of cross-cultural communications are accounted for, it will allow to predict the behavior of foreign partners and avoid mistakes in management of international organizations and projects. Two aspects have critical importance for the prevention or quick settlement of conflicts: (i) a cautious and balanced strategic policy of company management, the readiness to grasp the causes of conflicts and change policy schemes to achieve a reasonable compromise, flexibility and adaptability of an organizational structure; (ii) deep awareness of the cultural environments in which an organization operates, and of the cultural origins of its staff. 
 It is concluded that due consideration for the cultural diversity can strengthen mutual understanding between the partners in communication. It is shown that communication management has impact on the organizational communication climate, whereas the latter have implications for future performance of international companies. The organizational communication climate is a proxy of the relationship between communication management and prevention of conflicts.