CORPORATE COMMUNICATION FACTORS AFFECTING THE ORGANIZATION GROWTH AND SUSTAINABILITY: CP ALL PLC.

Abstract

This research aimed to investigate corporate communication factors concerning the management of a retail trade organization that affected the organizational growth and sustainability. The research was conducted using a mixed-method design with quantitative and qualitative methodologies. In the quantitative study, a survey questionnaire was used to collect data from 1,317 office section and operation section personnel of the organization. The results showed that the factors that affected the company’s growth and sustainability the most were the corporate communication and brand strategies. Members of the research sample admired CP All for its image of products and services. It was also reported that the company had the good reputation of organizational administration and management with good governance. In addition, it was found that in the resource allocation and the management planning strategies, the company regularly provided financial supports in education for social development. All of these activities created the outstanding identity of the company. However, the brand image of 7-Eleven was more reputable than that of CP All. In the qualitative study, data were obtained through in-depth interviews with 49 senior and middle executives of CP All, and also business partner companies. The results revealed that CP All was ranked as the first place in the minds of the customers and business partners in retail business. The company provided many educational and career opportunities as well as supports for society, using CSR activities to improve the image of brand loyalty. Good governance was also an important factor leading to organizational growth and sustainability. Moreover, there should be activities promoting organizational and business values that could lead to sustainable growth. The activities should be done with partner companies in CSR in-process and community relations. However, some interviewees revealed that CP All had done many CSR activities, but with unclear purposes. The company should consistently communicate with related internal and external stakeholders. Corporate communication was the key to the organizational growth and sustainability, helped build the organization and brand images, and kept positive images for stakeholders and society.