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Management of information in market-oriented organization
Praktyka i Teoria Informacji Naukowej i Technicznej (2005)
  • Boguslawa Lewandowska, Polish Academy of Sciences, Institute of Fundamental Technological Research
The role of communication as an factor of organization culture bas been appreciated in contemporaneous analyses. The hyphothesis bas been admitted that the meaning of the organization communication should be treated as more important in organization culture. At such a view of organization communication one bas been arrived at the supposition that the organization communication may be treated, for management in reasonable way and in a defined style, as a brace of managing team. However, numerous authors have treated organization mainly, if not only, inside the view of the problems involved in maintaining the tendency of increasing continuously the efficiency of organization. Such an organization model is suggested by the first scientifc theory of management given by F. W. Taylor (1911). In accordance with the F. W. Taylor 's concept, people employed by an organization and their performance should be treated and evaluated from the point of view of their effecfiveness, i.e., inside the same view which enables one to evaluate the suitability and utility of the devices exploited by the organization. Therefore, control, effectiveness and rationality are priorities in the clasic ergonomy. Such defining a work organization contains the concept of the J. S. Mill's rational man - homo oeconomicus and, consequently, implies an impersonal manner of every employer's behavior towards his employees of the organization under consideration. Moreover, in this situation, there is also admissible an authoritative manner of employer's behaviour towards his employees. That makes impossible two-directional communication on the line employer-employee, the two-directional communication being necessary for the self-realization of every employee by professional work done to earn one's living. Therefore, beside measurable criterions of work effectiveness and employee's health there exist also some non-measurable criterions, which have been perceived contemporaneously, such as finding satisfaction in professional work, interpersonal communication, symbolic identification, competence and the personal development. The non-measurable criterions called also the psychologic aspects of organization life are remembered in an organization or not, dependently on its organization culture. It always appears that changes in the work system and environment performed in accordance with the expectations and needs of the staff members do not warp the organization but improve it. In the concepts of the work improving, the interest is in finding a structural solution to the problem of the contradictions between the actions commanded by routine and narrow specialized on one band and the human need of self-realization by professional work on the other band. It is due to Herzenberg the concept of integrating the individual structural units of the organization into one system., i. e., the integration of the management structure, physical space environment and management culture with themselves. Such a multiaspect treatment of work environment may be a base of treating the employees of an organization as subjects. A consequence of that is that the employees acquire the right to autonomic information exchange in the process of organization communication. In a market-oriented organization there exists the system of marketing information but in the structure of the work organization it is possible to distinguish the following elements called the systems: technological, social, structural and the environment system. The firm has an internal environment which is created by staff members in performing their professional tasks or, in another words, in the process called in psychology the process of realizing. The environment system consists of both the previously mentioned internal environment and the external surroundings. In accordance with the concept of the marketing management the organization acquire and employ information planning further development in varying market surroundings. Information flowing in the organization both from macro- and micro-surroundings results in changes in organization being an work environment. Information is a material which is processed by organization. In turn, self-organizing is the effect of information processing. In Taylor approach communication is regarded only as a technological process of information flow. Contrary to that, the management of information in an organization is really a complex process, the purpose of that is to provide numerous data for employees, the data being not only training ones but also enabling each of the employees to be identified in the conditions of professional work. According to The Economist the leading theoretician of management, Tom Peters, became reach due to saying listen to my customers. It is undeniable that he published his innovative view on management in the paper In search of excellence (1982) in the time when in the business were dominating strategy and plan, and just lately, Peters together with Robert Waterman gave a humanistic feature to organization management. The humanistic approach used in managing a team work creates the conditions for development of the organization communication which in turn conditions the use of the humanistic approach. This feedback in an organization can be explained by reminding that the managing of professional development of employees is among others the result of remembering the expectations and needs of the staff members. That remembering is possible due to acting the two-directional communication on the line employer-employees. The two-directional communication may cause also a significant increase of the dynamics and effectiveness of the team work. From the presented here information one can deduced that there exist premises justifying the use of the managing strategy with managing information in organization treated as priority.
  • business information,
  • business information management,
  • marketing,
  • business ethics
Publication Date
Fall 2005
Citation Information
Boguslawa Lewandowska. "Management of information in market-oriented organization" Praktyka i Teoria Informacji Naukowej i Technicznej Iss. 2 (2005)
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