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The importance of organisational culture towards direct sellers’ communication competencies


Omar, Nuredayu (2015) The importance of organisational culture towards direct sellers’ communication competencies. Advanced Science Letters, 21 (5). pp. 1448-1451. ISSN 1936-6612

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Abstract

Organisational culture is very influential in the organisation’s efforts to lay the foundations and principles that can be practiced by all organisational members.In the context of direct selling business in Malaysia, artefact is the organisational culture element that has been distinguished as the element that can influence the direct sellers’ communication competencies. From observations of 33 direct selling conversations and in-depth interviews of 11 women direct sellers, this study found that trainings and storytelling are the artefact components that shaped the direct sellers communication competencies.The communication competencies that influenced by the organisational artefact are product knowledge, perspective-taking, cultural sensitivity, message delivery skills, and communication style.

Item Type: Article
Subjects: H Social Sciences > HF Commerce
P Language and Literature > P Philology. Linguistics
Divisions: School of Multimedia Technology & Communication
Depositing User: Mdm. Nuredayu Omar
Date Deposited: 20 Apr 2017 02:00
Last Modified: 20 Apr 2017 02:00
URI: http://repo.uum.edu.my/id/eprint/21763

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