Highlights successful communication practices at Dell, General Electric, Microsoft, and Monsanto.
Through case studies of communication best practices at Dell, General Electric, Microsoft, and Monsanto, this book provides specific and powerful theories for leadership, marketing, and stockholder communication. Best practice limitations are also revealed in the cases of IBM, the Bumper Works, and Asea Brown and Boveri, where organizational learning, a firm's timeline, and corporate culture made implementation difficult. Taken collectively, these case studies suggest several ways in which benchmarking can become an important research methodology and theorist tool for understanding excellence in organizational practice.
Donald P. Cushman is CEO of The Cushman Group and Professor Emeritus of Communication, University at Albany, State University of New York. He is also the coeditor of the SUNY series, Human Communication Processes. Sarah Sanderson King is CFO of The Cushman Group and Professor Emerita of Communication at Central Connecticut State University. Together they have written many books, including Excellence in Communicating Organizational Strategy, also published by SUNY Press.