Introduction into International Law

The organization, an international trading company, periodically conducts an internal survey to assess the engagement and satisfaction of its employees. This year’s survey results show that the majority of staff feels ill-informed about current activities of other departments. In addition, the employees are of the opinion that the management board provides too little information about the overall strategy and the clear organizational vision of the company group. The lack of efficient communication channels is identified as an essential problem.
In order to bring about a strategic change for this organization the management board decided to implement an internal marketing concept (cf. ‘selling approach to strategic change’), i.e. they want to foster employees’ engagement and resonate with their staff.
In particular, the managers have taken the following actions:
Scheduled a quarterly employee information event at which they will present current issues concerning the company as well as the whole company group; deliver general corporate messages; and give feedback of achieved milestones. (spectator events)
Regularly inviting a small group of employees to ‘fireside chats’ giving them the opportunity to talk about issues which they are concerned about in a ‘relaxed’ setting.
Decided to walk the floor on a regular basis talking their employees and asking them about current issues. (‘back to the floor’ communication by managers)
Installed an online communications team who is responsible for keeping online contents for employees updated and integrating relevant issues onto the intranet content.
Supporting the use of social media tools such as a company blog, facebook and other online platforms.
Enabling employees to comment online on work issues and to give feedback on particular subject matters by which it can be seen who is leading a specific content and how the employees interact. (attempt to collect ideas to influence change or create a ‘sense of