Managing Horizontal Communication

Question

What will be an ideal response?

Answer 1

The need for horizontal communication is similar to the need for integration, discussed in Chapter 8. Particularly in complex environments, in which decisions in one unit affect another, information must be shared horizontally. Google provides space for ongoing horizontal communication in Google Cafés, which are designed to encourage more interaction among employees within and between teams.109

Applied Materials, a semiconductor equipment manufacturer in Santa Clara, California, took a sophisticated approach to managing horizontal communication. To improve the caliber and efficiency of its information technology (IT) group, the company outsourced routine tasks, cut the in-house IT workforce, and focused the remaining IT employees on supporting strategy. The IT workers were expected to collaborate with each other (and with customers) to develop and implement creative projects.

Applied Materials surveyed its IT staff to determine their communication patterns. About half of the IT people were communication hubs—that is, many colleagues consulted with them for ideas and questions. Those highly networked employees weren't necessarily managers; they were people at all levels whom others trusted and respected. The company assembled a team of 12 highly networked IT employees to share insights about what affected collaboration in the company. This team identified barriers, and Applied Materials used that information to provide coaching in better communication. A follow-up survey showed that more employees had become highly networked.