Group Communication Business Research Community

Question: Discuss about theGroup Communicationfor Business Research Community. Answer: Introduction The core purpose of this study is to emphasise the concept of group communication and groupthink by considering a specific case study. The study primarily zoncentrates on the groupthink in business with specific reference of Marks Spencers and British Airways case of the 1990s. Initially, the study establishes a theoretical knowledge regarding the groupthink which helps to understand the case study more effectively. Afterwards, the case study of Marks Spencer's and British Airways is manifested with relevant data and information. Along with that, the study also analyses the reason behind the operational failure of the chosen case study. Groupthink It has been found that the psychologist Irving Janiss publication of Groupthink phenomenon widely accepted in the business research community (Schafer Crichlow, 2010). Considering the statement of Sunstein Hastie (2015), it can be stated that groupthink takes place when a certain group makes faculty decisions. In this context, it is essential to mention that the group pressure deteriorates the moral judgement, reality testing, and mental efficiency of the individuals present in a group. Ntayi et al. (2010) criticised that groupthink leads people to take irrational actions which affect other people or the business where they are engaged. It is also mentioned that when the people in a group belong to a similar background, the groupthink results in a vulnerable outcome. In most of the organisations, the leadership techniques are incorporated in such a way so that the groupthink can be prevented in the workplace. Supporting the discussion, Kowert (2012) added that it is quite challengi ng for the managers to take effective actions for avoiding the groupthink. As per Janiss groupthink phenomenon indicates that cohesion is the primary antecedent for groupthink. In this context, it should be mentioned that two major types of cohesions are there that include task-based cohesion and interpersonal cohesion. As opined by Sunstein Hastie (2015), the interpersonal cohesion occurs from the personal relationship. On the other hand, the mutual commitment in a group might create task-based cohesion. Case Study of Marks Spencer's and British Airways in the 1990s The study considers the groupthink example from the corporate world. The case study of UK based organisations British Airways and Mark Spencer. In the period of 1990s, a negative impact of groupthink has been noticed when the two companies British Airways and Mark Spencer released globalisation expansion strategies (Riordan Riordan, 2013). As per the content analysis of media press release of Jack Eaton, the eight symptoms of groupthink were present during this period. Supporting the discussion, Redding (2012) represents these symptoms of groupthink are as below: Collective Rationalisation: Turner et al. (2011) stated that the collective rationalisation took place in this respective case study where the team thought that their decision is correct. However, arguments took place as groupthink directs the team to make a specific decision even if it is wrong. Peer Pressure Kowert (2012) opined peer pressure is another major symptom in the groupthink. In a context of the case study, it has been found that at the time when one or two persons decided to oppose the decisions of the entire team, he was told to leave the team. This indicates that the team pressure leads everyone to pursue the decision taken by the majority of the group. Complacency As per the discussion of Bnabou (2012), this particular symptom is noticed when the team is over confident about their decisions. At the time when the two companies British Airways and Mark Spencer has released the globalisation expansion strategies, they were confident that this would lead their business towards success. Tidd (2014) criticised that their globalisation strategies led to the fall of their reputation and stock market value due to their illusion of invulnerability. Moral High Ground Considering the discussion of Riordan Riordan (2013), it has been found that morality was superior to both of the respective companies British Airways and Marks Spencer. Their belief of not making an immoral decision was the reason that they avoid to identify all the potential failures. Stereotyped Views of Outsiders Turner et al. (2011) stated that he agreement of the groups is the reason that they think the outsider have inferior views. Censorship Turner et al. (2011) further opined that the groups chose to have some personal opinions which are the reflection of the culture where they worked. Self-appointed Mind Guards In words of Riordan Riordan (2013), it has been noticed that cohesion values reached beyond the value of making right decisions for these two companies. Illusion of Unanimity Tidd (2014) shared the statement that all members of the groups saw the unanimity and this was the reason that no one defended the decision taken by these two groups. Reason of its Operational Failure Among all the eight symptoms mentioned above, the most predominant symptom of groupthink was Illusion of unanimity' that caused operational failure of the companies (Riordan Riordan, 2013). In order to be more precise, both the organisations underestimated the activity of identifying potential risk during the years of their success when their business profitability increases. Turner et al. (2011) mentioned that this risk led them towards failure in the increasingly competitive market. It is also mentioned that the blue chips and darlings of the London Stock Exchange were considered by these companies. The wrong decisions were the major reason of the operational failure of these two companies. The share of British Airways and Marks Spencer dropped from 740 to 300 and 590 to less than 300 during the period 1998-1999 (Tidd, 2014). Conclusion The study concludes that groupthink leads a particular group towards a collaborative approach where everyone pursues the decision whatever the group is decided. There is no scope of delivering oppose views if anyone thinks the decision is not correct in respect of the business goal. The same things happened in the case of British Airways and Marks Spencer when they decided to incorporate globalisation expansion strategies. The study concludes that the companies underestimated the identification the potential risks in the challenging market. This was the prime reason of their operational failure. Reference List Bnabou, R. (2012). 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