Management Communication Research on Futong Group Communication Technology (Thai) Company

Last modified: August 28, 2022
Estimated reading time: 2 min
Project Title: Management Communication Research on Futong Group Communication Technology (Thai) Company
Author: Mr. Ma Bowen
Advisor: Associate Professor Dr. Chao Qiu
Degree: Master of Business Administration (International Program)
Major: International Business Management
Faculty: Graduate Schools
Academic year: 2020


Conference Proceedings
National and International Academic Conference “Innovation and Management for Sustainability” 9-10 July 2020


Ma, Bowen. (2020). Management communication research on Futong Group Communication Technology (Thai) Company. (Master’s independent study). Bangkok: Siam University.


As the market competition becomes more and more intense, management communication is gradually paid more and more attention to by enterprises and management scholars. Naisbitt, a famous American futurologist, once summarized that the focus of future competition lies in management competition, and more specifically focused on the effectiveness of communication between members of the enterprise. Today, organizations have realized that better management communication is critical to improve cohesion and innovation, which determines the future development of an organization.

The purpose of this paper was to tackle the management communication barriers faced by Futong Group Communication Technology (Thai) Co. Ltd (Hereinafter referred to as Futong Group). The author expected to put forward an effective, systematic and easy-to-implement method system, which can not only improve the competitiveness of Futong Group, but also provided solutions for enterprises that encounter similar problems.

This paper mainly studied the management communication situations of Futong Group, identified the obstacles encountered in management communication through analysis, combined the management communication theory mastered by the author and previous research results, deeply analyzed all aspects of obstacles, and tried to eliminate or reduce the negative impacts of the obstacles. First, research theories and achievements on management communication were collected and sorted out through information retrieval. On this basis, the latest research trends and research methods at home and abroad were timely mastered to provide theoretical basis for solving the obstacles in the management communication of Futong Group. Secondly, a grey correlation analysis was carried out on failed cases of management communication of Futong Group to quantitatively calculate the factors that had the greatest impact on management communication, namely the difference of corporate culture. Questionnaires were sent to Chinese and Thai employees to prove whether the cultural differences of Futong group were real, once the data was gathered, and the factors of differences were ranked to propose targeted solutions.

Through the research of the questionnaire, it was true that there were serious cultural differences in Futong Group, which led to serious management communication failures. Combined with the information retrieval on corporate culture and the facts of Futong Group, qualitative analysis was conducted. In the fourth chapter, the author puts forward a solution to cultural differences: corporate culture integration and guarantee. It is hoped that the enterprise culture measurement index system and fusion path established in this paper could effectively solve the problem. At the same time, we also hope to expand the applied range and help other enterprises to solve similar problems in management and communication.

Keywords: Grey relational analysis, Corporate culture difference, Corporate culture fusion, Management communication.

Management Communication Research on Futong Group Communication Technology (Thai) Company

Master of Business Administration (International Program), Siam University, Bangkok, Thailand


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