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Communication Strategies for Aligning Organizational Culture and Managing Diversity in a Knowledge-Based Economy

Knowledge-based economy and globalization have led to changes in organizational structure (e.g. decentralization, project and matrix teams, flatter structure) and the rise of a multicultural, diverse workforce. As such, organizations are reevaluating their strategies, and one of the trends is to adopt organizational culture as a knowledge-management tool. The purpose of this paper is to lay down a persuasive communication-based model for cultivating a synergetic, multicultural work environment that allows for knowledge sharing and transfer. This model can be broken down into three components: (1) cultivation of a well-defined organizational culture; (2) development of cross-cultural skills and flexibilities; and (3) establishment of a cross-cultural mediation process. It highlights some issues and areas for consideration during assessment, planning (such as message, spokesperson, measurable objectives), implementation, and evaluation