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Chapter 8 Case: Whole Foods
Vanessa R Brown
Michael Finn
Organizational Behavior
Janurary 29th, 2011

Discuss how the basic interpersonal communication model that is presented in Figure 8.1 can be applied to the impersonal nature of an online forum.

First interpersonal communication is communication between two or more people in an organization. In figure 8.1 the message contains the thoughts and feelings of the sender in which he or she hopes to evoke in ther receiver. The primary components of the message is contained in the words, ideas, symbols, and concepts chosen to relay the message. The feedback may or may not be activated in the model. Feedback occurs when the receiver provides the communicator with a response to the message. Also, feedback occurs when information is fed back to the sender that completes two-way communication. However, basic interpersonal communication can be applied to the impersonal nature of an online forum. It can be applied by using computer mediated communication to send messages throughout an organization. The delivery of the message and how it is perceived from the receiver will depend on the response to the message. You can set up meetings and conferences when everyone is in different locations, particularly sales jobs involving travel. It can also be used by managers to communicate with there employees when away from the office or to just simply provide information or update on company status.

How does defensive communication enter into this case?
Defensive communication first entered into this case when John Mackey and Perry Odak, CEO of Wild Oats met in Manhattan in 2001. John Mackey shouted “I’m going to destroy you”. For several years John Mackey posted numerous comments about Whole Foods Market using a psuedonym, which is his wife’s name spelled backwards. Mackey lauded Whole Food’s stock, cheered it’s financial results, and castigated Wild Oats Markets. He made comments about how small Wild Oats locations are, Wild Oats management does not know what it is doing, no company would want to buy Wild Oats, and several other comments. His attacking behavior, insults and put-down is a perfect example of defensive behavior.

How is the internet transforming the way people communicate?

The internet is transforming the way people communicate through nonverbal communtication. Managers, society, and company’s today have access to more tools than ever. These databases provide a tremendous amount of information with the push of a button. Through internet communication people can take care of bills, set appointments, shop, set up accounts, and manage accounts, multitask, and stay in contact with friends and family. However, because computer-mediated communication is impersonal, it shields the sender from personal interaction. The non-verbal cues we rely on to decipher a message are absent. Communication via the internet also changes group interacton by equalizing participation. The speed advantage of the electronic media may translate into an expectation of greater speed in all forms of communication. However, individuals may miss the social interactions with others. Communicating via computer people tend to get the point right away.

Discuss the ethical problems that are revealed by examining John Mackey’s online postings in relation to the communicatons provision of the Whole Food’s Declaration of Independence?

The ethical problems I think are revealed in John Mackey’s online postings in relation to his communications of the Whole Food’s Declaration of Independence is his ablility to communicate more compassiontely. His comments were in no way sympathetic, empathetic, or kind. He did nothing but insult and put Wild Oats down. He was morally wrong and I feel his reactions did not live up to the expectations of Whole Food’s Declaration of Independence. He definitely did not instill a clear interdependence among their stakeholders as mention. He did communicate openly, but not compassionately.

SOURCES: Whole Foods Market, www.wholefoodsmarket.com, Rohodeb (or John Mackey): Internet Postings About Whole Foods and Wild Oats, Nelson/Quick Organizational Behavior 2010 Custom Edition

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