2. Overview Article
Define phases of conflict
Apply phases of conflict situation
Questions
Conclusion
Objectives
3. In the wake of the Brussel Bombing Shea Moisture shared a photo
on their Facebook and Instagram pages in support
This created tension with the consumers because they didn’t show
support to the West African countries who suffered from terrorist
attacks just days before
Article Overview
4. The issue stems form Shea Moisture founders being Liberia and in
the eyes of the consumer they weren’t showing concern for
people who were closure to home
Many people were upset and expressed that they would boycott
the company for not showing solidarity to these African countries
Overview Continued
5. With all the constant comments CEO Rich Dennis made a statement
saying that no issue outweighs another
Brussel is the major transit point for Liberia and some of the Liberians
were trapped in Brussel when the attack happened
Dennis said if consumer don’t support him bringing awareness to
issues he supports their decision not to support the company anymore
Overview Continued
6. Dennis ended his response urging those to continue to help fight
injustice by supporting the company
“If you really care to fight injustice, now more than ever is the time to
support the one business that comes from and stands for community
and stands to fight these injustices not just with words and social
media posts but with millions of dollars, time, effort and love! “
Overview Continued
8. Organizational Conflict is a state frictions caused by perceived or
actual opposition of needs, values and interest between people
There are 5 phases of organizational conflict
Organizational Conflict
9. Latent Conflict
Interaction of parties in a setting where conflict can occur
Perceived Conflict
One or more parties see that there is incompatibility and interdependence
Felt Conflict
Parties personalize conflict and management steps are put into place to
began to solve the conflict
Phases of Organizational Conflict
10. Manifest Conflict
Communication has begun and the conflict will escalate and
deescalate before a resolution is found
Conflict aftermath
Short term and long term effects felt after the conflict
Phases of conflict continued
11. I will use the example of Brussel post to show how the phases of
organizational conflict happen
This conflict does not occur between employee but it is still
perceived as organizational conflict
Application
12. Latent Conflict
Once the photo of the heart was posted this was the necessary
conditions for the conflict to start
Application
13. Perceived Conflict
Immediately after the picture was posted comments flooded the
comment box with questions
Some of the comments were in solidary
Most of the comments questioned their authenticity and why they
weren’t supporting the African countries
Application
14. Felt Conflict
The administer of the Instagram page immediately apologized for the
misunderstanding
There was a period 5 hours before the CEO of Sundial Rich Dennis
made his statement
I believe during this time he was brain storming how he would address
the conflict.
Application
15. Manifest Conflict
The administrator of Instagram directed the commenters to Facebook
to see the official response
Although Dennis response was clearly articulate there was discourse
between the patrons of the FB page and the FB admin
The admin replied to many comments trying to reconcile with the
consumers.
Application
16. Aftermath
In the aftermath Shea Moisture may have lost some customers but
they were able to enlighten the rest of the consumers on how
they stand on issues
This instance shows just how much the care about their brand and
how much the value their customers opinions
Application
17. What steps were used mange the situation?
What change will Sundial make to their conflict management
process?
What steps have been taking to prevent an issue like this from
happening in the future?
Questions
18. These are questions I would ask current employees
How are decisions made when there is a huge disagreement that
could have a large negative impact on the company>
Who has the power to implement the necessary changes to resolve
conflict?
How does “politics” play in making decisions regarding resolving
conflict?
Questions
19. Conflict is essential to the growth of a company
How a company handles conflict will revel strength and weaknesses in the
organization
Shea Moisture dead a great job with managing the conflict
Conflict is a natural occurrence and it is great that they have a system in
place to help them manage
Conclusion
20. C. (2016, March 26). Customers Blast SheaMoisture for Supporting
Brussels But Ignoring Terrorist Attacks in West Africa. Retrieved
March 31, 2016, from
http://blackgirllonghair.com/2016/03/customers-go-in-on-
sheamoisture-for-ignoring-black-lives/
Miller, K. (2012). Organizational communication: Approaches and
processes (6th ed.). Stamford, CT: Wadsworth Cengage Learning.
Retrieved March 31, 2016
Work Cited