| This thesis explores previous research in the fields of organizational communication and culture. Through the works of organizational communication scholars Deetz (1995), Conrad & Poole (2005), and Griffin (2009), the theory of critical communication in organizations is introduced as the foundation for effective communication, emphasizing the importance of participatory decision making in organizations. Through the works of organizational culture scholars Kotter & Heskett (1992), Schein (2004), and Cameron & Quinn (2011), principles of effective organizational culture are introduced, including shared values among stakeholders and adaptability within the industry. Together, these scholars lay the foundation for a study within a leading digital marketing agency using a communication audit and Organizational Culture Assessment Instrument (OCAI). This study, its concluding data, and recommendations aim to determine which organizational communication and cultural profile will augment and increase the effectiveness of Team XYZ. |
