1. II International Symposium Engineering Management and Competitiveness 2012 (EMC 2012)
June 22-23, 2012, Zrenjanin, Serbia
COMMUNICATION AND ORGANIZATIONAL CULTURE IN THE
COMPANY
Miloš Jovičić1,Goran Zarić2,Danijela Milovanović3
ABSTRACT
Organizational culture represents a more competitive edge in the factor market. Companies that
have a clearly defined culture, creating a positive image with customers and getting more profit.
Companies with significant organizational culture are more willing to tackle the biggest
challenges that arise in recent years due to the recession. Good communication between
employees and between managers enables easier decision making, delegation of tasks, as well as
conflict resolution, and thus contributes to building a positive climate business. Transfer of
Paragraph, beliefs, and rules of the organization is the basis for designing a strong organizational
culture. In this paper, we try to emphasize the importance of communication within the
organization to motivate workers to achieve better results and to reduce the level of their mutual
conflict.
Key words: communication, organizational culture , crisis, linking, image
1.Introduction
In times of crisis and recession, when many large companies experienced a decline of state governments
are struggling to preserve every job , management must more than ever to work on establishing the
organizational culture in companies. Organizational culture should be a means of integration between the
capital owners, top and middle management or all employees . But in a number of organizations and
especially in those who worked in the safe conditions (monopolies, state enterprises ...) is not developed
enough awareness of the need to adopt common: values, attitudes and beliefs that they are not framed in
the language , attitudes, symbols, management activities ...
The solution is quick and meaningful communication through vertical and horizontal structure of the
organization. This communication will contribute to the feeling of unity and solidarity, will enable the
transition of ideas for overcoming the current difficulties, the ability of firms to establish a flexible
business and further development in both the technical and technological terms, such personnel and
creatively in order to speed action to new challenges. The introduction of IT in business leads to verbal
communication is increasingly suppressed and social networks are at the same time can talk with several
1 M.Sc. PhD student University of Kragujevac, Kragujevac Faculty of Engineering Sciences; mail: milos.jovicic84
@ yahoo.com
2Directorate of Roads municipalities Vladimirci mail: zaric.goran5 @ gmail.com
3 TF .’’ M.Pupin” Zrenjanin student mail: milovanovic.danijela @ yahoo.co.uk

2. II International Symposium Engineering Management and Competitiveness 2012 (EMC 2012)
June 22-23, 2012, Zrenjanin, Serbia
colleagues, although there is a danger that this communication in working hours is not formal but it is for
absenteeism in the workplace and for spreading rumors about colleagues. It is necessary to establish the
norms of communication and direct them to raise a culture for the sake of survival in the market and
increase profits and satisfaction of all employees.
2. Factors that affect the corporate culture
At the organizational culture of work among the many factors which have an important role in the labor
relations group manager leadership style, feature of the organization as a management process that
egyistiraju in the organization. (Seifert Z. ‘’Organizacija poslovnih sistema”2006)
Figure 1. Factors that affect the corporate culture
As you can see a system of communication and communication itself is an important factor in building an
organizational culture and goal of our work is to know what constitutes successful communication in the
company to integrate it into their culture and are in business. Also from this diagram we can see the kind
of communication exist in the organization: communications managers to workers, then communication
between groups, the communication processes that take place (and the cooperation and conflicts are a
form of communication). We see that as well as the organizational culture and communication affect the
size, complexity and autonomy of the organization.
3. Communication management to employees
Communication in management actually has two important aspects (Sajfert Z.’’Preduzetništvo”2003)
Factors influencing
the culture of the
organization
The Working
Group
-advantage
-obstacles
-moral
-friendship
Leadership style of managers
-reservations
-emphasis on quantity of
production
-leniency
-,, Sticking your nose "at all
Management
processes
-reward system
-system
communication
- conflict /
cooperation
-tol. risk
Feature, the organization
-size
-complexity
-formalizovanost
-autonomy

3. II International Symposium Engineering Management and Competitiveness 2012 (EMC 2012)
June 22-23, 2012, Zrenjanin, Serbia
1. Communication is maintained through personal relationships,
2. Communicate effectively transmit messages.
Successful managers always have the time to listen to colleagues who are in their rank and supervisors and
subordinates. To be able to get the truth he must gain the trust of respondents and to let them know they
have a common interest. During the conversation should be natural and to put the interviewee know that
you respect his views. You do not need to have a fear of humans, or from what you say. It is necessary to
speak meaningfully and at his interlocutor that he could not understand us. When communicating you will
meet the specific profiles of people (Sajfert Z.'' Preduzetništvo "2003):
-'' thinkers " prefer to deal with facts and figures,
-'' intuitive " creative act and the idea,
-'' sensual " face action,
-'' emotional "driven by emotion.
From this we see that when forming the system of communication must take into account the psychology
of personality, a good tip is to first listen to the first part of the talks determine what type of personality
belongs to the respondent and consequently make conversation. Written communication should be
avoided in the company and use it only if you want to avoid personal contact, or if you need to make clear
that this is an action that should take. Also in this type of communication should have a concise and
effective. As for reading also apply the same rules as for writing. Of course, it is said to be a form of
communication will depend on the factors discussed above and in particular the style manager.
4. Communication between workers
Business is a complex process and people involved in it must be the nature of work to communicate with
each other. These people are usually categorized into specific groups to interact. These groups can be
classified into a small space, and inevitably must come sometimes to some disagreements. Each group
expects loyalty from its members and has developed reward systems or symbolic punishment for those
who do not respect the rules of the group. The reaction of certain information may be understood
differently by certain groups within the organization. The characteristics of the group (group culture)
makes their mentality. Groups can be formed at the workplace, according to years of service, gender,
marital status ... Each group has its own system of values, attitudes, interests and communication task is to
integrate all these features into a strong organizational culture. Of course the task of managers is that all
these groups the most appropriate way to convey the views of management and corporate objectives. It
just puts business people in different systems and structures. By the nature of the work staff manages a
group of people, others have a certain status and privilege that they have a certain prestige. A good system
of communication that everyone here should explain why these people deserve the prestige and so do not
let jealousy and unfounded jealousy affects the good climate in the organization which would be collapsed
and organizational culture. It should also be mentioned that in modern companies the process of moving
and going and going of workers is a common occurrence. There may be a problem that people should be
informed about the changes you need to take a narrow or a wide range of people, one must ask whether it
will bring i envy so badly affected by the organizational culture.

4. II International Symposium Engineering Management and Competitiveness 2012 (EMC 2012)
June 22-23, 2012, Zrenjanin, Serbia
5. Features of organizational culture that is transmitted communications
Elements of organizational culture to be transmitted through the entire company are:
-standards,
-philosophy of the compani (the dominant values, attitudes, beliefs),
-rules.
Values, attitudes and norms are invisible factors organozacione culture and visible parts of culture are in
fact only their outward manifestations. Here be transferred to employees: the company philosophy, the
maximum orientation to the customer, encouraging team spirit and innovation processes, management by
objectives, accepting the changes, the benefits of teamwork, joint problem solving, business ethics, which
are channels of communication, the status symbols of the company should work and efforts deserve. Also
in talks to mention the tradition and history of the organization. Examples from history that are positively
or negatively affect the organizational culture to recount and analyze how the errors would not be repeated
and positive examples should be emphasized as a desirable model. And in many rituals and ceremonies
there is communication among employees. At the ceremonies can always send a message about how to
shape the culture of the company.The symbols include organizational culture and language and jargon.
Various companies are different on them because they will be different for each activity they perform it.
We also determined the jargon can I have a special group within the company. In my opinion, to try out
the jargon of the business and negatively impact on the organizational culture, because sometimes if you
need to conduct a conversation between multiple groups can lead to difficulties in communicating.
Communication can be achieved in the organizational culture:
- giving its members a sense of belonging,
- establish loyalty among employees,
- social stability of the company,
- action orientation of employees.
Communication is also very important for the maintenance of organizational culture as it should provide a
well-developed sense of organizational culture is a beautiful working environment than areas where the
tense atmosphere and where it is in fear. Also it develops and spreads a sense of community, the need for
members, staff exchanges.
6.The importance of communication in changing the organizationalculture
Turbulent times in which we live, continuous progress of science and technology organization said the
constant changes. These changes apply not only to the change machine, human or organizational
structures, but also refers to the organizational culture. Sometimes and most improved crops must undergo

5. II International Symposium Engineering Management and Competitiveness 2012 (EMC 2012)
June 22-23, 2012, Zrenjanin, Serbia
occasional changes that would become monotonous and boring. Most of the factors influencing cultural
change in the external environment, as well as changes to their top people who were symbols of the
culture. The role of communication should be the transfer of the reasons for the change in an
understandable and acceptable manner. Communication should also neutralize and reduce resistance to
change, and to provide management information to the new situation affects the operation of the company.
Changes in organizational culture goes through several stages of determining the need for change through
the election method for implementing a change to a new culture. All these activities must be conducted in
coordination with a number of people inside and outside the company and is therefore very important to
good communication between all stakeholders. As an organization of people and do when and change
there must be adequate communication. There are two approaches that the first is the direct replacement of
those people and us in this work is not that interesting, and the other is an attempt to change the problem
of workers thinking and working. Talk about problems with employees can often lead to improvements in
them and it is almost always easier to adapt to the culture of individual companies rather than the opposite
which naturally depends on its position in the system.
7.Conclusion
The purpose of good communication in the company is informing employees about the tasks to be done,
ikonflikata resolve disagreements between them, coordination, stimulation and intervention. Also good
communication provides insight into the results of some decisions and reporting on the actions taken.
Communication is important for cross transmission of business objectives throughout the organization.
There are two types of first communication for performing operational tasks and those that transmit a
political message. For us the important policy of the establishment, development, operation and
organizational culture It is formed the image of companies that increasingly determines successful from
unsuccessful companies. It is easier to achieve goals if we know that the organization has stable and
positive culture of a course busin climate ess partners and customers more respected companies that have
a clearly defined organizational climate. In order to achieve all the above organizations should be
developed and recognized system of communication as a factor affecting the establishment and nurturing
of the organizational culture.
8. REFERENCES
Sajfert,Z. (2008) ‘’Organizacija poslovnih sistema” TF.’’M.Pupin” Zrenjanin
Sajfert,Z. (2003) ‘’Preduzetništvo” TF.’’M.Pupin” Zrenjanin