The Case

Newskool Grooves is a transnational company developing music software that is used to

compose music, play recording in clubs, and produce albums. Its Founder and CEO, Gerd
Finger admitted that he loves music so much that it gave him the idea to start his company, in
which he also gains good profit. He is very passionate about his company because he proudly
expresses that he is its biggest fan, and he makes sure that in hiring employees, he places a
heavy emphasis on independent working styles to make sure that they only have the finest
people working together. He also pointed out that he would never want to work in any other
company because Newskool Grooves makes sure that it is always ahead of the pack, it gives
only the best and the newest offers that they want their customers to have.
Since Newskool Grooves is a large-scale company, it has a series of interconnected
offices scattered around the globe where each office is assigned to a labor that is partially based
on technical expertise and cost issues. Consider their office in Berlin, Germany, it is the
companys headquarters where new products are developed and the organizational strategy is
established because the German team excels at design and production tasks. Newskool also
outsources most of its coding works in Kiev, Ukraine since this is where outstanding
programmers are found who dont require the very high rates of compensation compared to the
other offices in U.S. and Germany. Lastly, because most of their customers are English
speakers, Newskools marketing efforts are found in their Los Angeles offices, where the
companys ads and marketing products are made. The combination of high-tech software, rapid
reorganization, and outsourcing makes Newskool the very definition of a boundaryless
organization.

Statement of the Problem

What strategy must Newskool implement to improve the synergy and productivity in all of their
departments?

Objectives
1. To increase profitability in the tech sectors by 15% in 6 months time.
2. To lower the employees turnover by 5% in 6 months.
3. To increase productivity in all their departments by 20% in one year.

SWOT Analysis
STRENGTHS

Established Name

Employees want to work in Newskool Grooves because it's cutting edge. This means that over
time, the company was able to hook the attention of a broader market base. They had
established a brand which enables both possible and current customers to give their trust and
loyalty to the products that Newskool Grooves develops. In this case, the company will find it
easier to gain a higher revenue and will less likely to acquire loss. Being known and popular to a
lot of musicians and DJs gives Newskool the market power over any other transnational
companies operating in the same line of business as they do. They had well established offices
located in different countries to address possible customer concerns and complaints.

Highly Skilled and Independent Employees

In addition, Newskool Grooves houses highly skilled and independent individuals who has the
ability to work with less supervision. They can work on their own and are still able to develop
reliable and marketable outputs even when they are working alone or virtually with other team
members. The advantage of having highly skilled employees is that they usually advance into
higher positions or management more quickly than unskilled ones. They often have the
appropriate skills to apply on their careers, including communication, computer, planning,
analytical and problem-solving skills. Unskilled employees often have basic abilities. It typically
takes them much longer to advance in other aspects. Skilled employees are also more flexible
and adaptive to the changes in the organization. Since Newskool Grooves has highly skilled
and independent employees, then it gains a people who has extensive knowledge and
experience of developing music softwares. They can use these skills to be a great asset to
the organization which then results to higher productivity.

WEAKNESSES

Weak Leadership Structure

Since Newskool Grooves is operating under a boundaryless type of organization, they avoid
working in offices with a limited span of time. They do not practice the traditional way of working.
The traditional way is one with an established hierarchy of position in the organization with
employees working under pressure following certain rules and regulations in limited time spans
when it comes to accomplishing a given task. Newskool Grooves is decentralized and every
member has the right to speak their thoughts and share their ideas regarding certain matters in
the company. This gives everyone in the company equal rights and this leads to a weak
leadership structure. When everyone gets to speak, everyone might think that no one is

superior. This may lead to an uncooperative working atmosphere and may become very
destructive.

Weak Communication System

Newskool, on the other hand, has a weak communication system. They have different offices
located worldwide but these offices are not one with the other. They do not display cooperation
and eagerness in helping each other since it is stated in the case that one manager from Kiev
complains about the L.A. office not giving him the level of attention he wants for his concern to
be addressed accordingly as soon as possible. Working on their own might give the employees
comfort, however, high channel richness communication is still important to the company in
order to address properly problems in a shorter span of time. Sometimes too much freedom
invites laziness into an employees system which obviously contributes more to the company's
failure rather than to its success.

OPPORTUNITIES:

Broad Customer Base

Due to Newskool Grooves established brand, they become popular to a lot of musicians and
DJs which became their loyal customers. Newskool can continuously attract prospective
customers because they had developed products, particularly softwares, which were specially
customized to adjust to their taste of music. Though Newskool offers products with higher prices
compared to its competitors, this does not give threats to the customers because they trust the
brand and they know that the company offers high quality products which are very reliable and
therefore, its worth the expensive price. Loyal customers will stick to the brand because they
trust the brand. Organizations with a loyal customer base are immune to both competition and
economic changes.

Strong Customer Relations

In relation to Newskool Grooves established name and broader market base, it is obvious that
they too has their strong customer relations. Customers trusts Newskool because they had
come up with products which are not just appealing, but with good quality. The company had
been successful in making their customers satisfied of the products and services they offer and
this gives them an edge over their rival companies. While acquiring new customers is essential,
Newskool had laid emphasis on retaining existing ones and creating loyal customers who will
ensure stable business operations. The better the relationship customers share with an
organization, the greater their potential to generate revenue for the business.

Through the established customer loyalty, Newskool Grooves can create strong promoters that
can outshine their best marketing efforts. These net promoters can help save huge advertising
and marketing costs for the company since word-of-mouth is a powerful and cost-effective
marketing tool. Moreover, customer retention efforts are cheaper than acquiring new customers.
Building loyalty forms a solid customer base helping the business to grow exponentially.

Variety of creative- thinking employees

Newskool Grooves had been very careful in the entrance of new employees. They see to it that
they hire open- minded individuals with broad imaginative skills who can work even with less
supervision. Because of this, they had established a variety of creative- thinking employees
which continuously develop and create products which are attractive to their market of
musicians. These creative employees help Newskool in finding new opportunities to grow. As
creative employees do not believe in simply doing what they are asked to do, they show more
commitment and proactivity in exploring other opportunities. Moreover, their creative minds can
open up several unobserved issues and opportunities for the organization to look into and
creative- thinking employees can easily adapt to change.

THREATS

Stagnation and Rigidity

When successful companies such as Newskool Grooves face big changes in their environment,
they often fail to respond effectively. When they become unable to defend themselves against
competitors armed with new products, technologies, or strategies, their sales and profits
declines and their best employees leave. Due to the changing environment, Newskool has to
develop better plans on how to retain their wide base of customers. This plans includes
diverging into another line of business such as producing hardwares including drums and
amplifiers aside from their software- based music tools. However, they must be wise enough to
produce only a reasonable number of products so as to avoid overproduction which may lead to
greater loss and lesser revenues.

Cultural Differences

Newskool Grooves has 115 employees basing in distant places including Berlin, Ukraine and
Los Angeles. Though the company is a boundaryless organization, they still observe division of

labor. This means to say that employees coming from these different offices has its own area of
work as identified by their abilities. However, when instances require, employees coming from
different offices has to interact with another employee of another office. This can be a challenge
to employees to adapt to the culture of other employees. Unmanaged cultural diversity in the
company may lead to conflict and disrespect. Conflict inevitably occurs in the work environment.
However, employees who acknowledge each others differences often also find similarities,
particularly when there are common goals - production and quality. Respect for co-workers
either reduces the likelihood of conflict or facilitates an easier road to conflict resolution

Weak Employee Personal Relations

Weak Employee Personal Relations is a challenge to boundaryless organizations such as

Newskool Grooves. Employees have lesser time working with each other personally because
they are more on working virtually through the companys intranet. The relationship among the
employees plays an important role in the organization. If the employees do not enjoy a healthy
relationship among themselves, problems are bound to arise and ultimately their productivity
decreases. Creativity and innovation comes through discussion. Employees must sit together on
an open forum where every employee has the liberty to express his ideas. Every employee
comes out with a unique idea which can be evaluated thoroughly to come out with something
that has never been thought or implemented before. Employees together can contribute their
level best in coming out with something beneficial to them as well as the organization. It is
important to keep in mind that high channel richness communication is very effective in
addressing problems because it enables other employees to see personally and understand
more what an individual is trying to say through his/ her gestures, tone of the voice and facial
expressions.

CSFs & Allocation of Weights

CSF

Description

Allocated Weight (%)

The degree to which there is

an effective open channel
Communication

within the organization for

30%

expression of mutual
information, goals & ideas.
A degree or level of freedom
Autonomy

and discretion allowed to an

25%

employee over his or her job

so as to not compromise
creativity.
Long-Term Effectiveness

Formalization &Structure

The degree to which the

implemented alternative
sustains itself a longer
duration.
The extent to which jobs in
the organization are
structured and governed by
rules

25%

20%

Alternatives Presentation

1. Application of Bureaucracy
Newskool would be more efficient and effective in their performance if they use the
bureaucracy as their organizational structure because basing from the comments and opinions
of their workers, although they appreciate the autonomy given to them by the company, the
employees still desire the rules and structure that would guide them in their tasks. Bureaucracy
is famous for standardization which enables the workers to rely on systematized work
processes provided by the company for better coordination and control in an organization.
Furthermore, bureaucracy is characterized by highly routine operating tasks achieved through
specialization among workers, much formalized rules and regulations, tasks grouped into

functional departments, centralized authority, narrow spans of control, and decision making that
follows

the

chain

of

command.

In the case of Newskool, the company must be stricter with their employees because
when they were given total liberty to act and decide on their own, many difficulties arose. Also,
Newskool must keep in mind that not everyone in the organization is comfortable with having no
rigid structure that would keep matters in place. Like for the programmers, they freely expressed
that they are uncomfortable and less eager to work with the boundaryless model because they
are used to strong leadership structure and well-defined work processes. Managers are also
being vocal with their complaints on the ambiguity in the workplace. They all believe that if only
Newskool provided them a structure to work with, they would have done their tasks effectively
and there would have been less cost and time spent if they would not repeat their tasks due to
some

misunderstanding.
If bureaucracy was implemented, Newskool would be grouping their workers by their

respective specializations which then would increase employee satisfaction and productivity.
The provided rules and regulations would also help the employees manage and handle different
circumstances that may take place, and they would be less to no chance of repeating a task if
ever a mistake was made. Rules and regulations may also help in the smooth flow of actions
done by the workers. Since tasks are diverse in huge companies like Newskool, it may be
helpful that employees will work with the people who have the same skills and specialties as
theirs. In this way, departmentalization would be of great help so that workers can be
comfortable and at ease with the people they are working with considering that they share the
same skills and will be working with the same tasks. And although bureaucracy comes with the
traditional centralized authority, it cannot be ignored that when the top managers make all the
decisions, the organization would be more structured, and there would be less ambiguity in the
tasks that employees would perform since the top level in the organizational hierarchy had
already provided decisions for their subordinates. Lastly with the employees following the chain
of command, the employees will not experience any vagueness on who should they talk to
when problems arise in the organization, or to whom they are responsible because there is a
clarification on who the leaders are, and who were given the authority to look after the workers.

2. Human Resource Modification/Reform

Changing the companys rules and principle will also be beneficial to them because the
prevailing set of rules and policies governing the organization is so vague and spontaneous
which makes job confusingif using ones choice will met the organization's criteria or not. It is
quite confusing as to what the organization ought you to do and produce a specific product
when employees are not given the exact structure as to how the work gets done. They might be
in the creative business aspect but structuring the job will not compromise their creativity and
individual style. Appointing a liaison and changing rules and policies will not offer a long term
solution to the organization. They need to change their Human Resource practices
The company needs to improve not just in its performance management practices, but
also, both its selection and training practices as well. Having been known to music industry, it is
crucial as to how to select workers possessing a high degree of creativity since relying solely on
their software would compromise their output. The selection process does not necessarily be
the same to all of the offices because it will be contingent to the type of job is in the office and
who are they serving.
Aside from improving in the company's selection and training processes, there should
also be a more enhanced communication system. Newskool Grooves allows its employees to
work outside the office and project discussions often via social networking on the company's
intranet. This system gives comfort to employees however, relying on virtual communications all
the time is not at all healthy. It is important for employees to develop their social life with
coworkers in order to build trust and confidence. Newskool Grooves allows its employees to
work outside the office and project discussions often via social networking on the company's
intranet. This system gives comfort to employees however, relying on virtual communications all
the time is not at all healthy. It is important for employees to develop their social life with
coworkers in order to build trust and confidence. Newskool Grooves should establish a well
organized plan on how to keep their employees from different offices across countries to feel
like they are part of a family. Employees must be encouraged to act as team players and to be
more cooperative in accomplishing their respective tasks to assure that concerns are addressed
as soon as possible for their job to go smoothly. Since Newskool is operating in a boundaryless
manner, it is important that they give immediate attention to performance management. Working
at home will give it more confidence to each employees to work in the way they wish in anytime
of the day. Supervisors must remind their employees of the work expected of them from time to
time.

With regards to its selection process, they could still follow the basic steps initial
selection, substantial selection, then contingency selection however, from the very start of the
process which is during the initial selection, they must be able to unleash the creativity of the
applicant. So, aside from passing application form and doing a background check, they should
also require and output, or conduct an on-site job test perhaps in order to determine the
applicant's skills and knowledge at the very beginning. This method also benefits the
organization to have the best of the best workers since they were filtered even from the very
start already.
In selecting new employees, it is important for Newskool supervisors to consider
conscientiousness, agreeableness and openness.
Recommendation

CSF

Alternative 1

Alternative 2

Communication

20%

27%

Autonomy

15%

22%

Long-term Effectiveness

20%

23%

Formalization & Structure

20%

17%

TOTAL

75%

89%

We recommend that Newskool Grooves will apply modifications and a reform to their
Human Resource Management. The most obvious problem that could arise in a boundaryless
organization is the lack of coordination of its offices. Its possible that by virtue of its being
borderless and thus not having a centralized office, the distance and lack of face-to-face

communication could lead to various misunderstandings and significantly affect their overall
productivity.
Basically, having the different offices in the organization be far apart from one another
creates a lot of hindrances and limitations to what Newskool can achieve, however this
supposed obstacle in itself is also creates some strong advantages for the tech company.
Because of the far distance between each office, employees are allowed a considerable amount
of autonomy in how they operate and the manner in which they handle different problems that
arise in their offices. Being borderless pushes them to think outside the box for different projects
and inspires creativity in projects. It also allows them greater flexibility as an organization since
they are not bound by the normal conditions of brick and mortar operations with 9 to 5
schedules. They can conduct meetings on the fly and not have to disrupt their own personal
matters through video chat and other modern technological means of communication.
We find that the level of autonomy that allows creativity is not a problem in the structure
of the organization. It has proven to have given them an edge as a brand and its something that
Newskool shouldnt change. Instead, the composition of its workforce, the distinct differences of
personality creates an incompatibility of employees to the organizational culture therefore
causing the organization to lose synergy.
Yes, the boundaryless environment of the company, covering three different countries,
has been working successfully for some time but it has bumped into some issues that were very
much inevitable for companies that operate on a multinational level. Some of the cultural issues
observed from Newskools situation are as follows:
Individualism vs Collectivism: the marketing teams working in the US, which is
predominantly individualistic, do not mind the companys practice of letting their employees gain
control and autonomy to do their tasks, make level decisions and demonstrate ideas, even
going as far as letting them do their job at home. Their culturally affected nature of needing
lesser social and collective work activity makes them less affected of the companys way of
doing things since it basically suits them. Meanwhile, Ukraine is traditionally collectivistic but
younger generations have increased their individualistic side. Still, the majority of the workforce
there are still dominated by a collectivistic characteristic. This means that the production and
design team located in Kiev are more concerned about the lesser group interaction with other

departments of the company. Being collectivist in nature, they have the need for group
collaboration to be dynamic and constant rather than being unable to reach other departments
to talk about the products and design of the company. When individuals are thrown into the mix,
meaning, a more individualistic person works for the Kiev department (collectivistic) they
encounter the difficulty of finding the team dynamic, when an individual does not match their
preference or is not willing to cooperate when asked to work in the group interactively.
Time Relationships: It is a given factor and obstacle to handle differences in time zones
when managing a multinational company. While some people prefer meetings and interactional
activities done during their preferable time of the day, others may oppose. It is a factor that is
difficult to compromise with different teams located in different parts of the world, even with just
individuals in the same departments, especially when their work must be complementary at all
times to ensure company success.
High Context Vs. Low Context Cultures: Ukraine is dominantly a high context culture,
meaning they are relational, collectivist, intuitive, and contemplative. This also means that
people in these cultures emphasize interpersonal relationships. Developing trust is an important
first step to any business transaction. This is why the lack of clear and ready communication
with other departments and even with the head of the company poses a major issue on their
part. It seems that the idea of not being socially interactional within the company demotivates
their work and even frustrates them at times. This do not reach the mindset of US teams and
the German headquarters though, of which both belong to low context cultures, since it is innate
for them to give interpersonal relationships and collectivistic ideas lesser attention. This
situations creates a barrier for communication for the management and the different
departments of the company.
These cultural issues are all contributive to understanding the dynamics of the
organization, especially in a setting of a multinational company like Newskool. The factors cited
above are not the only ones that can affect or cause issues within the organization, these issues
and conflicts may also arise due to differences in task or job. Like in Newskool, where the
departments located in different countries are also distinctly doing different kinds of job which
are all required to be complementary, there is bound to be issues that will arise. Production and
design department of the company in Kiev desire more control and lesser autonomy when doing
their job, they need higher level of downward communication and guidance from heads in order

for them to function well. On the other hand, Marketing departments are relatively comfortable
with high levels of autonomy and freedom when handling their job. These differences cause
lesser company synergy and climate of trust.
The people who would most likely be satisfied in Newskools office in Berlin, Germany,
and in Los Angeles offices, who focuses in product development and organizational strategies
establishment and marketing efforts, respectively are those who are extravert since they would
be working with a lot of people to further enhance the makings of their product that would be
helpful and useful to the customers that they are catering to and to also convince their
customers that their products are the best in the market. Also, agreeable people would be
satisfied in these areas because employees would surely work in teams to function effectively,
thus, cooperative and trusting members would be highly needed to further increase the
efficiency in the development and enhancement of the products and ads of Newskool. However,
openness to experience is also important for the LA office because the employee there need to
adjust to the market demands and changes of their buyers; thus, they have to be open to new
ways that could improve the way they operate to align with the demands on their products.
Since employees in Berlin offices are critical because they are assigned to the design
and production tasks, their works can be classified under the skill-variety, task-identification,
autonomy, and feedback dimensions of job-characteristic model. First, their job in Newskool is
high in skill-variety because the members can use different skills and talents to develop new
products that the company would provide its loyal customers. Their jobs also have high taskidentification because it requires completion of a piece of work, which is in this case, the
products if Newskool such as their software, and also their hardware like drum machines and
amplifiers. Autonomy also is one characteristic of their job specification because the employees
need to have the freedom and liberty to go out of the box and think of ideas that would benefit
the organization. Since Newskool has many emerging competitors, they need products that
would be unique and distinctive from the others. Lastly, feedback is also encouraged because
the employees need to personally know the outcome of their own performances; would it be
satisfying to the customers, or should they further develop their products to outshine their
competitors in the market?
In the same way, the ways to classify the jobs of the employees in Los Angeles who
focuses on the selling and marketing field of Newskool through their ads and market products

are: skill-variety, task- identification, autonomy, and feedback. Skill variety is considered
because the employees can exude their different skills and talents in making ads that would
capture the buyers attentions and to shift their focus on Newskool products. Task-identification
is also a definition for their jobs because in marketing departments, there would be teams who
would work together to complete a certain project. Autonomy is also appreciated because
employees need to have the freedom to transcend the limitations in order to upgrade the way
that they work to the advantage of the company. Lastly, feedback is important to know how
effective

they

have

been

in

doing

their

tasks

assigned

and

jobs.

To increase the satisfaction among the employees, Newskool can use skill-based pay and
bonuses so that the employees would elevate their job performance and also their productivity
that would serve a good purpose to Newskool. Recognition may also be used to boost their
performance more.
For the area in Kiev, the programmers behind the companys pride, their software, the people
that would be most satisfied in that field are those who are conscientious because the
programmers will not communicate that much while working in front of the computers, are the
conscientious ones. The reason is that conscientious people are responsible and reliable, and
when there is little interaction between the members of the team, these characteristics are in
need. Emotional intelligent people would also be satisfied in this area because employees have
to sense what others are feeling through their actions and facial expressions when
communication through verbal is not enough to understand the people around you.
In this area, there needs to be a low autonomy because programmers need to have a structure
and direction when doing their forte. They feel uncomfortable if there are no clear and defined
work processes to follow and a strong leadership to guide them. Task-identification is also a
characteristic of programming because the programmers have to complete the software
together for better efficiency. However, there is low skill variety because they are solely focus on
their programming skills. Feedback may also help to know if the programmers had done well on
their assigned work, and to know if improvements or adjustments must be made on their
software. Now, the best way to reward or motivate these employees is through skill-based pay,
merit-based pay and bonuses to further improve their productivity and satisfaction. Recognition
may also encourage them more.

The company needs to improve its Human Resource practices both in its selection and
training practices as well. Having been known to music industry, it is crucial as to how to select
workers possessing a high degree of creativity since relying solely on their software would
compromise their output. The selection process does not necessarily be the same to all of the
offices because it will be contingent to the type of job is in the office and who are they serving.
Aside from improving in the company's selection and training processes, there should
also be a more enhanced communication system. Newskool Grooves allows its employees to
work outside the office and project discussions often via social networking on the company's
intranet. This system gives comfort to employees however, relying on virtual communications all
the time is not at all healthy. It is important for employees to develop their social life with
coworkers in order to build trust and confidence. Newskool Grooves should establish a well
organized plan on how to keep their employees from different offices across countries to feel
like they are part of a family. Employees must be encouraged to act as team players and to be
more cooperative in accomplishing their respective tasks to assure that concerns are addressed
as soon as possible for their job to go smoothly. Since Newskool is operating in a boundaryless
manner, it is important that they give immediate attention to performance management. Working
at home will give it more confidence to each employees to work in the way they wish in anytime
of the day. Supervisors must remind their employees of the work expected of them from time to
time.
With regards to its selection process, they could still follow the basic steps initial
selection, substantial selection, then contingency selection however, from the very start of the
process which is during the initial selection, they must be able to unleash the creativity of the
applicant. So, aside from passing application form and doing a background check, they should
also require and output, or conduct an on-site job test perhaps in order to determine the
applicant's skills and knowledge at the very beginning. This method also benefits the
organization to have the best of the best workers since they were filtered even from the very
start already.
In selecting new employees, it is important for Newskool supervisors to consider
conscientiousness, agreeableness and openness. These three traits coming from the Big Five
Personality Traits is necessary in the company. A conscientious employee is important for
boundaryless organizations such as Newskool to ensure that despite working virtually or

socially, the best output can still be generated because a conscientious employee is thoughtful
and goal-directed. He is organized and mindful in accomplishing every details for a work to get
done. An agreeable employee is also of great help to the company since he/ she is more
cooperative and trustworthy. He takes initiative and is less likely being told of what to do.
Another important trait of an employee is openness. Creative individuals contribute more to the
prevailing success of Newskool because they can generate more brilliant ideas in improving the
current performance of the company and in creating more artistic products which helps in
hooking the attention of a broader market.
These three traits coming from the Big Five Personality Traits is necessary in the
company. A conscientious employee is important for boundaryless organizations such as
Newskool to ensure that despite working virtually or socially, the best output can still be
generated because a conscientious employee is thoughtful and goal-directed. He is organized
and mindful in accomplishing every details for a work to get done. An agreeable employee is
also of great help to the company since he/ she is more cooperative and trustworthy. He takes
initiative and is less likely being told of what to do. Another important trait of an employee is
openness. Creative individuals contribute more to the prevailing success of Newskool because
they can generate more brilliant ideas in improving the current performance of the company and
in creating more artistic products which helps in hooking the attention of a broader market.
The performance measures can be divided into two general categories: the
performance itself and the collaboration with other offices. They should keep track
of their productivity and efficiency with proper time-management. They should also
practice conscientiousness and citizenship, especially with other offices, and check
whether their actions inhibit the productivity of others. The Berlin office is the
headquarters, and it is where new products and the organizational strategy is being
developed. They are also responsible for the design and production. For this office
they should be open to new suggestions (Im talking to you, Gerd) and rethink
things before scrapping or accepting an idea. They should not be rigid to their
values but allow flexibility while staying within the bounds of the organizations
culture. Since much of their work is physical, they should manage their work
schedule,

flexible,

but

they

should

meet

regularly.

The office in Ukraine is responsible for the coding and the programming. They can
Since in their homeland culture they are used to structure and specificity, they should design a
workplace and leadership structure that is tailor fit for them. Not too rigid to be confining, but
gives guidance and clear direction. Lastly, the Los Angeles office is tasked to cover the
marketing aspect of the organization. They should also take risks and try new things or
innovate. Overall, they should have general goals and specific goals in line with the general
goals so that they would be moving in the same direction. They should also monitor themselves,
and from time to time keep check with the people from other offices. They should not work in
isolation. They should design a work schedule, to specify the time when they should meet
(virtually). Communication should be given priority, especially between offices. They should
keep everyone posted of their progress, to check if they are still moving in the same direction.
Socialization in an organizational setting refers to the process by which a new employee
learns the ropes, by becoming sensitive to the formal and informal power structure and the
explicit and implicit rules of behavior. It is basically where the person is shaped by his or her
environment. In this case of the Newskool Grooves company, it can establish a socialization
program by setting clear, achievable goals, allowing autonomy in achieving those goals, and
removing distractions or unnecessary time pressures. Also by analyzing and thinking some
attractive activities involving the employees in the brainstorming process will not just help them
become proactive and good employees, but also it can help them bring out the creative
impulses of the employees and guide them down to the path of real innovations and creativity
that will impact the company positively.
Because of the fact that some of the Newskool Grooves offices are departmentalized
according to different specialization, different offices require different level of creativity and they
should also come up with different type of socialization program. Like for example in their Los
Angeles office, they are required more creativity to handle the great way for marketing the
product compared to the Keiv offices that required more independence to carry out the duties as
the programmers, so at the end we could see different type of activity will be established
according to these different offices. Of course any activity will only reach its goals by depend on
the willingness of employee itself, so the cooperation and willingness by these employees
considered as essential thing that determines either the employee want to support and approve
this activity or otherwise against it. Managers should also consider almost all aspects in the
organization, like the cost to carry out those proposed activities and they should also make sure

that the details of implementation are right in order for their employees to be more extrinsically
motivated, and become more passionate about their work that will results to the realization of
their profitability goals.

Conclusion/Implementation:
Newskool has been able to successfully keep ahead in the market by cultivating an
organizational culture that develops and encourages creativity in their employees. But these
culture becomes destructive if it hinders its employees from being productive his/her work. In
this case, an office suffering from a need for more autonomy and higher level of communication
and structure indicates that the coordination and synergy of the organization becomes
compromised. Rather than a reform on their organizational culture, we proposed changing their
human resource practices instead, identifying that Newskool has worked best as they are with
their organizational culture and the only thing that hinders them from being productive and in
sync with each other is an incompatibility of some of their employees to the culture that they
have.
Their hiring and selection process needs to see to it that they only get people who work
well with the existing structure and culture already. It is not a high maintenance request, rather a
safety measure to ensure that the synergy of the organization is uncompromised. By looking
into the applicants personalities and dynamics with others they will be able to do this. Also,
ensuring that they are able to hire people that are contented with the organizations way of
doing things lessens the threat of destructive conflict and dissatisfaction of employees.
Newskool must implement these kind of changes into their human resource practices to achieve
better coordination in the organization. The effectiveness of this alternative can be seen through
constant returns of productivity and revenue. They can also use employee surveys to see the
perspective of the whole culture about their environment.
References:
Barney, J. B. (1986). Organizational culture: can it be a source of sustained competitive
advantage?. Academy of management review, 11(3), 656-665.

Barrick, M. R., & Mount, M. K. (2000). Select on conscientiousness and emotional stability.
Handbook of principles of organizational behavior, 15, 28.
Spillan, J. E., Mino, M., & Rowles, M. S. (2002). Sharing organizational messages through
effective lateral communication. Communication Quarterly, 50(2), Q96.