McCullagh, Jennifer (2003) Organisational Communications in a successful footwear retailer in Ireland. Undergraduate thesis, Dublin, National College of Ireland.
PDF (Bachelor of Arts)
Download (3MB) | Preview
With increasing competition in the marketplace, retailers have had to pull their socks up in an effort to gain that certain 'edge' over their competitors and to make the shopping experience that little bit different for the end user. There is something about the footwear retailer, Schuh on O'Connell Street Dublin that makes it different, that essentially makes it successful both internally and externally. This dissertation seeks to throw open the doors of Schuh, in an effort to extract what that certain something is. My own experiences blended with those of eight colleagues with whom I held a focus group as well as two members of Schuh management will serve as crucial fountains of knowledge and information. These sources supported by literature, both internally and externally sourced, have led me to believe that the key part of that 'je ne sais quoi' is in fact effective communications.
The most important conclusion I have drawn from these sources is that it is the balance in Schuh's communications culture, which makes it special, while their processes and systems follow suit. Elements such as the strong, informal, open and friendly culture, social interaction, visually intriguing displays, people and nonauthoritarian management style all contribute to the success of this footwear retailer. In such a competitive environment, however, Schuh needs to focus on maintaining this communicative and competitive advantage in meeting the demands of the marketplace. Ultimately, then, from these research methods it follows that organisations who have invested time and resources into forming focussed, concise and open communication process, system and cultures will be successful.
|Item Type:||Thesis (Undergraduate)|
|Subjects:||H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Retail Industry
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > Human Resource Management > Effective Communication
|Divisions:||School of Business > BA (Honours) in European Business and Languages|
|Depositing User:||SINEAD CORCORAN|
|Date Deposited:||05 Jun 2010 11:27|
|Last Modified:||06 Jan 2015 14:33|
Actions (login required)