Abstract:
With the introduction of the new dispensation as early as 1994, the South
African Labour market has changed irrevocably. Companies were confronted
with empowerment which exploded into an international consciousness,
suddenly finding it self somewhat alienated in a very competitive market.
Globalisation is the concept that currently dominates the competitive horizon
which represents major new challenges to the workplace. Globalisation is
giving effect to the creation of new markets, new products, new mindsets, new
competencies and new ways of strategising and managing business in
general.
The strive towards global competitiveness demands a move away from
cultural ignorance by addressing the lack of understanding through greater
participation and people involvement in the workplace.
Country Bird, a significant player in the food production industry was therefore
selected as an object for the purpose of this study. The role of management
and workers was examined to determine the level of impact on internal
communication in a diverse culture.
Attention was also focused on the development of an internal communication
structure system and its resultant impact on the alliance between
management and employees in building cross-cultural trust and to develop a
fit in terms of strategic application of communication in problem solving
processes.
