Title

Communication at Microsoft Services Asia (B)

Publication Type

Case

Year Completed

8-2012

Abstract

Case B follows Case A where Cassandra Lee, the director of marketing communications of Microsoft Services Asia was tasked to develop a plan to address employee morale and engagement. In this case the primary issue centres on how a leader can take an organisation to the next level by setting a big, bold and aspirational goal. This case encourages discussion not only on the importance of clearly communicating the goal to every employee, but also that strategies and initiatives have to be put in place to focus employees to shoot collectively for a common and significant goal.

Keyword(s)

Communication, Employee Engagement, Change Management, Leadership, Microsoft, Asia

Discipline

Business Administration, Management, and Operations | Business and Corporate Communications | Human Resources Management | Organizational Behavior and Theory

Data Source

Field Research

Industry

Software

Geographic Coverage

Asia

Temporal Coverage

2010

Education Level

Executive Education; Postgraduate; Undergraduate

Publisher

Singapore Management University

Case ID

SMU-12-0013B

Comments

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