Innovation of transmission process in networks communication from business alliances to educational alliances

Abstract

This research is a qualitative research, aimed to study a transmission process, success and failure factors and to design a model of a network communication from business alliances to educational alliances. The research methodologies are a documentary analysis, a participatory observation and in-depth interviews with 33 key informants who are the opinion Leader of the organization, operational executives, heads of network groups, an academician, stakeholders, and alliances in both business and education sectors. The finding reveals that the convenient store business company applies concretely a network communication by establishing the Office of Business Networking Management (BNM) and transferring the networks from the business to educational organization (the corporate university). Furthermore, the findings are as following 1) According to the S-M-C-R communication process, the Office of Business Networking Management (BNM) is a “Sender” and Educational Networking Unit (ENU) of the corporate university is a “Receiver”. The transmitted message of the communication is to introduce publicly the educational organization towards good relations and opportunities for a future collaboration with network alliances by using the Guanxi-Relationship Concept. The major channel in the network communication is a face-to-face meeting while communicating occasionally via some devices, i.e. e-mails, telephone, and social media. 2) From the network analysis perspective, the networks are divided with different responsibilities based on the type, size, and location of business organizations, connected by both centralized and decentralized communication networking patterns formally and informally. The network members exchange and utilize common resources regularly. However, the level of intimacy among members is different through various kinds of activities. 3) The transmission process is divided into four phases: network forming, extending, moving, and maintaining. Among these four phases, the network-building phase is the most difficult and challenging. 4) Four success factors are the organization’s top leader, celebrity of the organization, mutual benefits, and qualified personnel in networking teams. 5) Four failure factors are a lack of understanding of networks, a shortage of qualified personnel, repeated and insufficient information transmitted in the communication process.

Two innovations in the transmission process in the network communication from business alliances to educational alliances are found in this study: 1) “Concept” Innovation; in the way that the criteria of a personnel recruitment is changed from graduates’ grades and the celebrity of a university to their multi working skills, especially communication skills. 2) “Process” Innovation; in the way that knowledge, experiences, and expertise in business are transmitted from business organizations to the educational organization via a network communication. A model of the transmission process in the network communication, comprising sixteen steps, is designed from the research findings as beneficial guidelines for other organizations.