Communication at Microsoft Services Asia (B)
Publication Type
Case
Publication Date
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
Research Areas
Corporate Communication
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
Additional URL
https://cmp.smu.edu.sg/case/1991
Comments
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