Chapter 1

Many companies has faced with the issue of how to compete in a changing environment. The first step is to recognize that the environment is changing. Those in the management position need to realize that business environment is always changing and making improvements. Most managers are unable to see the big picture of how the environment is effecting the business. The example that is used is that of Coca-Cola and how it was effected when one campus suspended the purchase of their product. This action forced change in the company and the environment of the business. The next thing that businesses need to do is adapt to the changes that are taking place without compromising the principles of the company. Going along with the companies must never assume that problems will go away on their own. In most cases the problems does not go away but instead it gets bigger and becomes more a problem. The last thing that companies must do in this ever changing environment is keep the corporate communication open and connected to the visions and plans of the company. In the end it is essential for a company to change their behaviors and deal with issues by means of communication. For most businesses communication with be the key to their success.