Communication processes in critical systems: dialogues concerning communications

Purpose – To identify factors of decisive importance relating to communicative processes within companies and organisations, where communication across levels is essential not only for efficiency and effectiveness, but also because conditions are particularly challenging. Design/methodology/approach – A literature review leads to an ethnographic study of internal communication in a “critical system” in which decisions are crucial and the margin of error very small: a naval vessel. Findings – Common educational and empirical backgrounds, coded language, and mutual understanding of context and goals are necessary prerequisites for the attainment of organisational goals and the avoidance of mistakes with potentially serious consequences. At the professional management level, they achieve fully functioning communications, but the concomitant uniformity and homogeneity can create difficulties in communication with other systems, organisations and individuals. There were few problems with horizontal communication at the strategic management level, but vertical flows between strategy and operational levels were prone to distortion and malfunction. Research limitations/implications – This study may initiate further research concerning communication theory and its relation to marketing leadership and management. Practical implications – The findings and research procedure can be adapted to analysis of the developmental needs of organisations operating in complex, dynamic and uncertain marketing environments. Originality/value – Reports a study in an environment well beyond the normal setting of marketing research, in which the complexities and challenges faced by all participants in the system exceed those normally faced by marketing organisations. Thereby allows lessons to be learnt about effective communication under difficult operating conditions, such as those faced by marketers in a turbulent and uncertain future.