Integrated Business Management System in Mobile Application Development

Integrated business management is a system which is associated with the collaboration of all the functions of management including marketing, supply chain, research and development, operations and production functions of the organization (Hill, Jones and Schilling, 2014; Kelly et al., 2013). With the help of the integrated management, the organizations hold the accelerating position in the performance of the business activities. Moreover, the company can be highly focused towards the continuous improvement on the basis of outcomes from the integrated system. Furthermore, all the functionalities can be synchronized in the company. In this context, an integrated system has been analyzed with respect to mobile applications development company for the upgradation of the business.

The mobile application development company is an organization that develops and deploys various mobile applications. Currently, many businesses in the market both local and international relay on mobile applications to meet customers’ needs. This has prompted the development of a mobile application that normally is used by smartphones to perform a specific task.  Some of the categories of mobile applications include web applications, multitasking applications, and operating system or native applications. Web mobile applications include those mobile applications for websites. Native mobile applications are developed for the most operating system and include those applications for a specific task such as banking, shopping and utility apps. Multitask mobile application are those applications that build for various uses such a website and are built on operating systems (Madden 2014, p. 99). Integration of various business process, functions and factors enable the development and production of mobile application easy. Integrated management, therefore, encompasses all the process of integrating various organizational processes and systems to a complete framework. Mobile application developing company bases its operation on the integration of various business process and functions.

Moreover, an integrated system may be helpful for the respective mobile company to achieve the effectiveness in business processes and all departmental functions. However, the company is dealing with a problem of poor communication and conflict in the organization. Additionally, the problem has adverse impact on the performance of employees and business at international marketplace. Therefore, it shows that the integrated management system gets affected by the communication because in the absence of effective communication, an integrated system cannot be operated in the company. Hence, to deal with the identified problem of the organization, a set of objectives and aim has been determined as follows-

To analyze the problem of communication and conflict in the integrated management of the mobile application company.

The Problem of Poor Communication and Conflict in the Mobile Application Company

In order to accomplish the aim of the current study, several objectives have been framed as follows-

• To understand the concept of integrated management system and various factors affecting it
• To assess the impact of poor communication and conflict on integrated management of mobile application company
• To critically identify the potential reasons behind poor communication and conflict through the application of suitable theoretical framework and models
• To recommend various ways through which integrated management system can be applied in the mobile application company

The communication and conflict negatively affect the business performance due to poor collaboration between different departments. However, companies target to implement the integrated approach; yet, the issues associated with the communication affect the overall performance. Most of the organizations deal with the problem of poor communication which arises the conflicts among the employees’ reason of lack of information regarding the situation. By considering it, management becomes unable to manage the diversified workforce and cannot integrate the entire human and non-human resources within the organization. However, the integrated management system in the company might be possible to maintain a standard level in the competitive business environment because integrity delivers the fruitful results for the business. In this context, the report is based on the exploration of an integrated management system to manage a problem of poor communication and conflict in the organization.

Here, to resolve the issues related to communication and conflicts, an effective integrated management system has been deployed in the organization so that all the functional departments, required resources and systems can work collectively. Further, an integrated management will be helpful to manage the supply chain, demand review of the clients, production and operations management etc. Moreover, with the help of review of adequate approaches and theories, an effective implementation of integrated management might be supportive in the mobile application development company. Apart from this, many communication companies use the web application, multi-tasking system for the effectiveness of the services. Most of the companies use an integrated system but less emphasis has been laid on the issues and impact of poor communication on an integrated management system. Owing to this, the present study has been carried out to assess the importance of communication in an integrated management for the effectiveness of business.

There are two types of methodologies involving qualitative and quantitative which are used as per the nature of the study (Neuman, 2013). Quantitative study is based on the statistical tools such as Chi-square, t-test, ANNOVA etc. which provides relatively accurate outcomes because scientific methods are applied on the collected numerical data whereas in qualitative study, the researcher uses the own experience and ideas to obtain the possible outcomes with detailed analysis (Bernard, 2017). In this context, qualitative study has been used for the collection of data because a detailed analysis is required for the attainment of aim of the study.  By considering the qualitative study, a thematic analysis has also been done to derive the detailed information regarding the problem of poor communication and conflicts in the implementation of integrated management.

Aim and Objectives

The problem is related to poor communication and conflicts in the mobile application company which has direct and indirect impact on the integration management Here, communication and conflict has significant impact on the integrated management system which has been analyzed with the help of theoretical aspects.

There are several leading causes including lack of education, the domino effect, improper management, scarcity of motivational factors etc. for the poor communication at the workplace which arises the conflict in the entire organization (Snee, 2010; Katz, Lazarsfeld & Roper, 2017). In this context, Goetsch & Davis (2014) stated that lack of education is the key factor to lead a poor communication in the employees because interaction get affected by level of education. Moreover, in the absence of professional learning employees feels like unimportant people in the organization and deny to be connect with entire management. On a contrary, Ceravolo, Schwartz, Foltz?ramos & Castner (2012) argued that poor communication takes place in absence of an impressive leadership because the employees do not get any support in the organization. However, an effective leader regularly interacts with the team members and focuses on those issues which are blocking the growth of employees as well as company. In this context, effective leadership style plays a role of supportive element in the integrated management because employees transform the free flow of information in the direction of a leader (Yukl, 2013). Therefore, it reflects that poor communication takes place in absence of complete direction of the leader and do not emphasizes on the issues which are occurring in the team work. Hence, it shows that effective leaderships are important to lead the employees and in a critical situation so that they can be motivated towards the scenario of integration and the problem of poor communication easily resolved. In this context, the existing mobile company which is completely dependent on the communication perspective, so, without adequate level of communication, business cannot sustain in the market due to raising queries by customers any time and company’s employees are bound to revert on the issues to make them satisfy.  

On the basis of analysis of issues, it has been found that with the help of the participative leadership, an integrated management system can be developed in mobile application company. In this regard, the leader may involve the employees and team members in the decision-making process for boosting their motivation and collaboration among them. In this manner, the problem of lack of communication can be sorted out as well as the level of motivation can be boost at the workplace through participative practice. Therefore, a social commitment can be developed among the team members by using the participative leadership and results become more relevant to the identified problem of the company. For example, a leader of Apple company, Steve Jobs used the participative leadership at the time of failure of the business in the year of mid of 1990’s. The business was not generating the revenue and almost it came at the stage of shut-down. (St. Thomas University, 2018).  At that time, with the help of participative leadership, Steve jobs focused on the integrated management system by the involvement of skilled employees in the decision-making process. In this stage, Miao, Newman, Schwarz and Xu (2013) asserted that the participative leadership was helpful to remove the issues related to communication because it is associated with collaboration and integrated management in the company. On a contrary, Huang, Iun and Gong (2010) argued that participation leadership theory can be supportive merely through use of reward and motivational aspects because a close relationship cannot take place without a leading factor. Further, it requires psychological delegation of authority instead of count on supervisions.  Apart from this, Woods and Woods (2013) explained that participative leadership demanded for the delegation of responsibilities and rights to perform the specific task then only employees motivates towards the engagement. Otherwise, it may create the issues related to power, purpose and understanding. However, the leader of Apple Inc. involved the lead designers, manufacturers and entrusted people in the business activities and results achieved in the form of success of business and become a leader at international mobile market. On the other hand, it shows that participative leadership creates the collaboration among the team members and leader because all the decisions are based on the collective aspects of employees

Rationale of the Study

Fishbone theory may be helpful to discover the causes of the problem of poor communication and its effects on the integrated management. because theory dictate the reasons that why the problem is arising in the particular problem (Fishbone & Abilock, 1981; Kamhawi, 2012).

Poor management and lack of education- On the basis of Fishbone diagram, it has been recognized that poor leadership, lack of communication, poor management etc. are the major elements which causes the problem of poor communication and conflicts in company (refer figure 1). In this regard, Rahim (2017) stated that poor management is one of the critical elements which causes the issue of poor communication in the organization. In the absence of effective management system, the employees would not be able to communicate with top level, leaders and correspond team members. However, Covello, McCallum and Pavlova (2012) argued that lack of education is the major factor which arises the poor communication and conflicts in the respective mobile company because if the people are not enough educated and experienced then they usually face issue at workplace. In this context, due to lack of knowledge and education, the employees lack from the relevant information which is demanded for the team work. Similarly, Stowell and Welch (2012) asserted that an information system cannot be implemented in the organization if the employees have lack of knowledge and least experience of technology. The problem of uncertainty and complex phenomena cannot be assessed in the absence of technology.  

At this chronology, Lundgren & McMakin (2018) asserted that poor management is the major reason for the enhancement of poor communication and high level of conflicts in the company. The management of the mobile application company might have the issues in managing the workforce as well as lead the employees in a right direction and manage the co-workers and colleagues. Therefore, it reflects that poor management has greater impact on the maximization of poor communication and conflicts instead of lack of education because inadequate management has an adverse impact on the efficiency of employees and develops the loopholes in the business.

Poor leadership and lack of motivation- According to several theories, poor leadership and lack of motivation are the key elements which causes the problem of poor communication and conflict in the mobile application company. In this context, Rahim (2017) stated that lack of motivation demoralizes the employees to perform the better-quality work in the services and manufacturing industry. For example, a mobile company is going to launch an advanced service in the mobile then it is quite important for the company to communicate with employees and keep employees informed about the goals and objectives of the business. Furthermore, to meet the objectives, the proposed strategies and goals must be communicated to respective employees to get them ready for the support in the operation of new service. On a contrary, Salahuddin (2010) argued that poor leadership has adverse effects on the communication as well as outcomes of the employees. However, the effective leadership is needed for the continuous professional improvement and desired results for the success. Nonetheless, Carver, Johnson and Joormann (2009) asserted that motivational factors are more significant to lead the employees’ level of satisfaction and working criteria. Moreover, due to lack of rewards approach and low incentive tendency enhances the lack of motivation among the employees and they resist for the integration.

Methods of Analysis

For instance, a leader of the organization must be transparent and knowledgeable in context of the subject matter; otherwise, the followers cannot be controlled and managed. Moreover, a problem of poor communication and higher number of conflicts can be arising at present. For example, the CEO of Uber, has put the immense efforts for the success of the company to bring the company at international level. In this regard, the CEO has applied various marketing strategies to beat the competitor as OLA. Hence, the company is getting success in the metro cities because the people do not have time to wait for government vehicles so they hire the cab on personal basis to save time. In this manner, the company is coming into existence due to effective leadership of the leader and preferences of the customers (James, 2017). Therefore, information technology is the effective aspect for the better integration between serves and users (Stowell and Welch, 2012). It shows that the mobile application company can be affected by poor leadership because it has a contribution in the maximization of inadequate communication. The employees become demotivated and harsh in the nature with co-workers which resulted in low productivity and profitability. 

Cultural diversity and the domino effects- Martin & Nakayama (2013) stated that cultural diversity leads a problem of poor communication in the organization because the employees were not able to understand the diversified culture of the employees in the same organization. However, companies consist of employees from different background, cultural values and assumptions which may cause poor understand among each other.  Moreover, due to diversified cultural environment, employees feel hesitation which creates a challenge in front of them that how to communicate with others. However, Vaara, Sarala, Stahl & Björkman (2012) argued that the level of diversified culture can be minimized by providing the effective cultural training with respect to completion of business activities. Furthermore, the level of confidence of the workers can be enhanced and can take the initiatives to communicate with others to maintain anintegration in the organization of environment. Apart from this, Martin & Frost (2011) explained that the domino effects develop the chances of poor communication in the organization because the dominating people always try to dominate the others which leads conflicts among the employees. Moreover, conflicts arise due to lack of discussions on the problem. Therefore, it reflects that all the components as lack of leadership, domino effects and cultural diversity affects a problem of poor communication which explores the issues and conflicts in an integrated system of management.

Analysis

There are few dependent and independent variables which causes the problem of poor communication and conflicts in the organization as mobile application company. In this context, the effective approaches can be used to prevent the variables which raise the identified problem. In this context, few approaches might be helpful to deal with the problem of communication like 7s frameworks, Actor-network theory, Resource-based theory, integrated marketing communication and integrated framework etc. (Singh, 2013; Borgatti and Halgin, 2011; Kozlenkova, Samaha and Palmatier, 2014).

Singh (2013) stated that Actor-network theory is based on the development of relationships and network among the employees which help in creating the strong bond between management and employees. The approach is constructive which focuses on combination of thoughts and interactions to generate positive outcomes. The respective mobile application company requires to integrate management system to develop the interconnectivities in workforce so that the problem of poor communication and conflicts can be minimized. In this regard, it is helpful for the organizations to maintain a constructive relationship in employees by assessing the cultural environment (Liu, 2017). On a contrary, Alcadipani and Hassard (2010) explained that various resources can be integrated within the organization through Actor-network theory because leader will play a role of an actor who will guide the associated team members. Moreover, there is a systematic mechanism between management and leaders through which the detailed information would be communicated to respective workers for the effectiveness of task. In this manner, the problem of communication and higher level of conflicts may be reduced because everything will be in a flow by using the particular theory. However, Hsbollah, Simon and Letch (2012) argued that actor-network theory requires an effective infrastructure and connected activities to maintain network among employees and managers. Additionally, it majorly depends on information technology to develop the connectivity’s which enhances the cost for the organization. On a contrary, Arnaboldi and Spiller (2011) mentioned that Actor-network theory incorporates a generalized consistency between human and non-human actions for the integration in the same organizational framework. By considering this, a strong network can be maintained with the help of information systems because technology is a base to provide the complete information in minimum time period to a large group (Stowell and Welch, 2012). In this context, it might be appropriate for the respective mobile application development company to deal with the issue of poor communication because by developing networks employees get closer to each other and communicate in an efficient manner to derive the fruitful outcomes. Therefore, it shows that network theory might be helpful to minimize the differences between employees by maintaining a strong network in the associated fields. Further, a constructive relationship can be easily maintained by creating the networks and assessing the diversified cultural environment in the organization.

The 7s framework has been identified by McKinsey which is a Value Based Management (VBM) model and generally used by the organizations to identify the current problem. On the basis of current problem, prospective results are achieved by using all 7 elements of model. Additionally, 7s framework includes strategy, structure, systems which are the hard S’s for the company whereas shares values, skills, styles and staff are the soft elements. The soft elements are required to deal with the hard S’s of the organization. In this context, mobile application development company would centralize the shared values to make links among all other elements of the model. Moreover, with the help of the model, the company would be able to raise the awareness regarding the identified problem and can derive the adequate results to deal with the conflicts.  

• Structure- Effectiveness of the organizational structures shape the success of the business and facilitates the development of experiences and knowledge in a competitive environment (Zheng, Yang and McLean, 2010). In this context, Matt, Rauch and Dallasega (2015) stated that decentralized structure provides new insights and innovative ways for solving the problems which occur in the organizations. On a contrary, Kim, Thottan, Kolesnikov and Lee (2010) argued that centralized structure is helpful to reduce the constraints like poor communication, lack of education etc. and inevitable elements in the decision-making process because strategic decisions do not require the involvement of all the employees to derive the outcomes. In this context, mobile developing company will follow the decentralized structure for the involvement of employees in the business procedure. Moreover, the company is dealing with the problem of poor communication in the implementation of integrated management; therefore, with the application of decentralized structure, there might be possibility to integrate all workforce and communicate properly about the current situation.
• Strategy- Strategies are used to achieve the set of standards and resolve the problems which hinders the growth and success of the businesses (Papulova and Gazova, 2016). By considering this, the respective company can apply the strategy as ‘be genuine rather than manipulative’. In this context, the management of the organization may remain open and honest towards the employees and emphasize on the surroundings for the settlement of the problem of communication. Thus, this thing can be possible with integrity in the system instead of manipulation among employees.
• System- Systems are considered with the application of different procedures, routines and procedures for the application of strategy and structure in an effective manner. Further, performance appraisal is used to offer the rewards and additional authorities for the better performance in the organization in context of attainment of the business goals (Brudan, 2010). Moreover, with the help of the performance appraisal, employees become more associated with the management and leaders. Hence, employees remain open towards the management and capabilities can be enhanced to perform analytical activities. In this context, a performance appraisal system might be appropriate to deal with identified problem of poor communication and conflicts in the organization.
• Style- There are different types of leadership styles such as participative, transactional, autocratic leadership etc. which are used by the organizations as per the cultural environment of the organization (Cummings et al., 2010). In this regard, a participative leader might be supportive for the mobile application company because the problem of poor communication and conflicts can be resolved through participative environment in diversified cultural organization. Similarly, Hoel et al. (2010) explained participative leadership enhances the chances for the management to deal with the tactical decisions instead of strategic decisions. Therefore, the use of participative leadership style has a purpose to collaborate with all employees, departments and available resources in the organizations.
• Staff- Staff creates the fundamental base for the company because they possess the significant capabilities which are demanded for the development and success of the particular organization (Rahnama, Mousavian and Maghvan, 2011). Moreover, passionate, skilled and above averaged employees may be helpful to improve the performance of the company along with customer satisfaction. In this context, it is important for the respective mobile application company to hire efficient and technological experts to deal with the issues of customers. By considering the importance of staff, Phipps, Prieto and Ndinguri (2013) asserted that productive workforce is helpful to reduce the communication errors and focus on the business priorities. Hence, the resource capabilities have major contribution to improve the performance and achievement of business success.
• Skills- According to Rastgoo (2016, p.341), there is positive relationship between capabilities, competencies and performance of the human resources which leads the success of the business It is helpful to reach more closure to the objectives and establishment of powerful interaction among all departmental resources. In this regard, it creates the advantageous position for mobile application company because if the employees possessing the analytical skills then there will be a possibility to minimize the problem of communication. Additionally, the workforce will regularly interact with co-team members for the clarification of new technological services.
• Shared values- Shared values are associated with the core values, beliefs and attitudes of company which represent the business culture (Porter and Kramer, 2011). In this context, the mobile application development company need to include transparency, integrity, efficiency and solution-focused core values for the smooth running of the business. Because technology operators have a contribution in the development of mobile software solutions and grab the entire technological market. Furthermore, the cleared code of ethics, elaborates the level of motivation of employees towards the company and enhances the connectivity which helps to remove the hurdles of communication in the integrated management system.   

Integrated business management is the collective form of different department of the company in which it includes finance, marketing and other functionalities of the organizations (Grunig, 2013). Moreover, an integrated management also involves the collaboration of additional departments such as supply chain, management of marketing, analysis of demand and activities of operations and production department (refer figure 4). By considering this, the application of integrated management has been adopted by plenty of the organizations to improve the quality as well as level of communication among the employees and departments. On the other hand, Muzaimi, Chew and Hamid (2017) stated that effectiveness of integrated management is helpful in developing a link between quality management and risk management of the company. On a contrary, Armstrong and Taylor (2014) asserted that the implementation of integrated business system demand higher cost and additional expenses on the infrastructure. Hence, a systematic communication system is needed for the effective integration of employees so that quality of interaction can be improved. It shows that there is positive link between integrated business management and communication because without effective integration, low level of communication cannot be improved and the workforce may deviate from the exact path or may get inadequate information regarding the business activities. 

According to several studies, poor communication, lack of transparency and mis-management among unimportant stakeholders can be reduced with the help of the integrated business management because in this individual aspect can be considered to achieve the potential benefits as well as full realization of the services (Business excellence, 2007; Asif, Searcy, Zutshi and Fisscher, 2013). In this regard, an integrated communication model can be implemented in the organizations to attain the effectiveness and remove the poor communication among employees. Moreover, communication activities can be integrated over the period of time with the help of the integrated communication model (refer figure 5). In this model, an experience of first stage will be counted for the next stage of communication because it has been estimated that business professionals gain the experience at every stage and produce the better outcomes for the organizations. On the other hand, integrated communication can raise the awareness at the first stage and reach at the end stage of coordination which is helpful to maintain an interconnection among stakeholders, consumers as well as functional department (Miller and Rice, 2013). 

Actor-network theory is critical for understanding the impact of poor communication and conflict within the organization. Based on this theory, there are many different human and non-human factors that play an important role in business integration. The focus of this theory is the interplay of factors forming a network that need proper integration within the business. In addition, success on technological innovation especially mobile application development depends on the integration of these factors to form actor network. Human and technological factor, for instance, need communication linkage in development of apps that are them marketed through a well-connected network of online platforms (Bob Jones University 2008).

The resource-based theory that explains the application of communication in integrating various resources within an organization. The theory is based on the integration of human resource and technological resources for better production within the organization. For instance, poor communication and conflict result in the poor integration of human resource (staffs) and technological resources that therefore result in declining production of the mobile applications. Moreover, the company relies on the coordination between company management and the staffs to achieve set business goals and this is paralyzed by the poor communication (Newman & Ober 2013).

Leadership theory is another theoretical perspective that defines the connection between communication within an organization and integration of the business factors. Good leadership is defined with the communication structure and this influences the performance of the organization. In addition, the business with poor communication and conflicts reduces the integration of various company factors. In mobile application development, a strong communication network that characterizes leadership objectives facilitates company operation and production of apps. Leadership theory and management define the ability of management to focus on business objectives and this is enabled through good communication structure within the organization (Krajewski, Ritzman & Malhorta 2013, pp. 3).

Integrated marketing communication is another theory that based on the integration various marketing methods that will be used in the marketing of the mobile applications.  IMC model focuses on integrating various marketing methods that are critical for the company when marketing products to customers. For instance, poor marketing communication results in the poor marketing of mobile applications in the market leading to poor performance of the products within the market. Some of the marketing communication methods that are defined under this model include advertisement, online marketing, and sale person marketing. In addition, the integrated marketing model is chosen due to its ability coordinates both human and technological resources for successful marketing of mobile application to customers (Shenoy & Zebelle 2016, pp. 13-24).

Integration framework is another tool that the proposal uses to understand the impact of poor communication and conflict in the business. Integration framework focuses on the scope of integration that all business departments and processes to ensure smooth operation and production within the organization. In addition, the integration framework indicates the essence of communication in the integration of various processes within the organization. The extends of the integration is another scope of the integration framework. For instance, the integration framework of the resource framework defines the importance of communications in coordinating company resources for a better business operation. Poor communication and conflict within the organization lead to poor integration that reduces the production of mobile applications within the organization (Mulcaster 2009, pp 68–75).

• Performance – Poor communication and conflict affect the performance of employees and company in many ways. Firstly, at the organization level, the problem of poor communication and conflict within the organization reduces the overall organization performance since the problem is linked to poor employee performance. Performance of an organization wholly depends on communication and the ability of management to communicate company objective and value to employees. This implies that poor communication reduces interaction between employees within the organization. Marketing of mobile applications, therefore, becomes difficult leading to poor company’s return. In addition, conflict reduces the ability of employees to deliver service that is expected by the management (Cameron 2014, pp 22-27).

Secondly, the performance of employees reduces since poor communication reduces commitment, morale and job satisfaction. The conflict has an impact on the interpersonal relationship within the organization. This, therefore, reduces the morale of employees to work within the company hence low performance. Moreover, employees that are not satisfied due to conflict exhibit poor customer relationship leading to poor customer service. Poor customer service is always reflected in the performance of the company’s products in the market. For instance, the mobile application is always marketed within the online platforms and mobile application market or stores. Lack of coordination between staffs in making and selling of mobile applications, make it difficult to market these applications in the mobile store (Ayesh,  Rausch & Sheta 2013).

• Leadership- Leadership is the core of the management of the organization and communication is the unifying factor that results in good leadership. Poor communication, therefore, has a direct impact on the leadership of the organization. Firstly, poor communication results in poor efficiencies since most employees are involved in unnecessary tasks (Richard et al. 2009). Poor communication makes an organization to spend more time in setting and clarifying its objectives or tasks that were supposed to have been done. This is also connected to miscommunication where employees or management are concentrating on other tasks that are not important as compared those they should be doing. Secondly, poor communication and conflict result in unclear goals of the organization. Setting or company goals is one of the key leadership strategies that give the direction for the company. Communication facilitates goal setting and coordination of employees to work towards the goals. This implies that poor communication cut the link between management and staffs making it difficult to attain goals. Once the company loses focus on its goals the organization will leadership cannot achieve its performance projections (Buytendijk2008).
• Managing creativity/innovation- Poor communication reduces creativity within an organization and this also reduces innovation. Poor communication reduces the staff morale that in turn reduces the organization’s innovation. Mobile application development is based on innovation and productivity of the company is facilitated by the morale of employees. Conflict and poor communication reduce this morale of employees leading to low creativity and innovation. For instance, innovation depends on research on customer’s preference and market and this is facilitated with good communication within the organization. Poor flow of information within the company limits the connection between market and the company leading to poor progress in marketing research. This reduces innovation and management of the creativity within the organization especially for mobile application business that heavily relays on innovation and creativity (Mettler & Rohner 2009, 699–708).

Communication has an impact on the financial aspect and assets of the company since the communication integrate various business factors for a better financial generation. Better organizational communication is connected to the financial performance of the company in the market. Company with good communication often has a high return on the assets of the company and this enables the business remain financially stable as compared to business with conflict. In addition, communication affects the overall performance of the company leading to increasing in financial assets of the company (Zhexembayeva 2014).

• Impact of poor communication and conflict on marketing dimension- Marketing of the mobile applications relies on communication since marketing itself is communication and has an influence on company’s outcomes. Poor communication and conflict affect marketing dimensions of the company in many different ways. Poor communication and conflict in the organization have many effects or impact on the marketing dimension of the organization.

Firstly, poor communication and conflict within the organization have an impact on customer service since the company employees lack necessary resources that can be used to market mobile applications to customers. It is important to note the connection between resources within the organization and the communication within that organization. In another word, poor communication reduces the morale of employees during customer interaction that facilitates marketing of mobile applications. In addition, the company’s products being an element of communication are highly affected by poor communication and conflict within the organization (Gary 2009).

Secondly, conflict within the company impacts the employee turnover that in turn affects the company’s overall marketing returns. Conflict leads to the replacement of an employee which has been approved to be much costly as compared to the overall returns from the marketing campaigns. Poor communication leads to retaining employees which has an effect on the return as this reduces the cost of hiring a new employee to replace fired one. The marketing, therefore, is highly affected by poor communication and conflict within the organization (Buytendijk 2008).

Poor communication has an impact on business strategy in the global environment. Poor communication and conflict within the organization have an impact on the global platform since the strategy is important in global perspective. Firstly, the problem of poor communication and conflict reduce the business performance in the global environment. Coordination of business within global arena wholly depends on communication and smooth running of the organization (Gerrish 2015).

Secondly, the communication problem is an important factor when it comes to the marketing of products in the global business environment. Mobile application business is always based on internet marketing and this enables the business to go beyond the national boundary. The company needs to market mobile application at the global market and this whole depend on the integration of the internal business environment and the external business environment. This implies that the management of the company works to coordinate its internal management to realize its goals that one of the goals is reaching customers globally (Livia, Darren & Dimple 2011).  

Customer service is another important business factors that play a critical role in global business strategy. Customer service forms an important business strategy as it aims to offer customer services as expected. Poor communication reduces the focus on customer service as a strategy and results in poor performance of the company products within the market.  Moreover, business strategy encompasses communication of values to employee often done by management. Poor communication leads to unclear goals and business objectives which make the business performs dismally in the market (Zhexembayeva 2014).

The problem of poor communication and conflict can be viewed based on PESTEL analysis of the business environment. Firstly, political environment form part of the business operation as government influences the operation of the company. Poor communication reduces efficiency in connecting the government and business. In addition, many governments within the global market currently try to regulate the mobile application and online business. This is based on tariffs and fiscal policing that are developed by the international business community. This work in the sense that, mobile application business is mostly carried out on the internet through mobile applications platforms such as Google play and apple store. Marketing on these platforms requires compliance with international mobile application policies. Poor communication, therefore, is challenging when facilitating compliance of the business to global business regulators such as world trade organization (Rothwell 2010, pp 11–15).

Secondly, economic factors at the global business environment interact with the business through clear communication strategy of the business. Global economic factors such as inflation rate, economic growth pattern and foreign exchange rates of various countries. For instance, the global economic patterns are highly connected to demand and supply of mobile application in the global market. Communication forms part of economic market chains since business is connected to other business and players through perfect communication strategy (Besanko, Dranove, Scott & Shanley 2012).

Social factors form part of important business operation factor that determines the success and is linked to communication structure of the business. It is important to note the position of the social environment in the global mobile application. Currently, technological firms are shifting their focus to social network mobile applications. Poor communication limits production and marketing of social network applications hence the company’s performance in the global platform remain low. In addition, social environment such as population structure has an influence on mobile application market since mobile application market is mostly based on youthful population. In order to reach this population, poor communication reduces the chance of marketing company products to this market. In addition, good communication conforms to cultural patterns of consumers since communication connects the business and the consumer (Dainton & Elain 2011, p. 247).

Technological factors and communication are two interlocking features of global mobile application market. Mobile application relies on pattern and development of technologies and this is highly affected by poor communication and conflict within an organization. Information communication technology is an important aspect of business communication and links the company to the external business environment. According to Upadhaya, Munir and Blount (2014), technologies depend on the organizational communication structure and limited conflicts. Poor communication, therefore, affects the advancement of technology within the company which is the core foundation of mobile application business. In the global business environment, technological factors relay on the internal business management integrations (Kelly & Cole 2011).

The legal framework for mobile application development and marketing especially in the global perspective remain tricky. Poor communication and conflict within the organization reduce focus on the legal scope of production and marketing of mobile applications. Communication is the linkage between the internal legal framework and external legal factors and conflicts are one of the contributing factors to legal compliance within the company. The various government has a specific legal framework for development and marketing of mobile applications. For instance, governments such as the government of India has a legal framework that controls mobile application business within the country and internationally. Moreover, the legal basis plays an important role when developing specific mobile applications such as health application, government application hence need to control these applications. Poor communication may result in mistakes, errors and poor mobile application development that fails to meet specific industry legal requirement leading to rejection of the application (Serra & Kunc 2014).

The environment as a factor is linked some specific business industries such as climate, tourism, and weather. Communication influence the partnership between companies with the mobile development company hence poor communication results in marketing challenges for these applications. During marketing of the mobile applications, environment plays an important role in development and deployment of these applications to market or customers. In addition, the conflict within an organization reduces the quality of customer’s service and reduces the morale of employee developing these applications. Moreover, the environment both internal and external offers favorable ground that allows development of applications (Stowell & Welch 2012).

Poor communication and conflict have an impact on employee and customer’s engagement during marketing. Marketing requires customers and staff engagement; poor communication and conflict reduce employee satisfaction and commitment to the marketing of company products. Many employees prefer to reduce their marketing commitments and their ability to reach more customers in marketing company mobile applications. In addition, one of the most common approaches to the marketing of mobile applications is the use of online media platforms for marketing. Poor communication reduces online marketing since the strategy lies in the organization’s communication culture. This implies that poor communication reduces the integration of internal communication within external communication platforms (Kelly & Cole 2011).

Conclusions

On the basis of report, it has been found that the aim of the study has been achieved on the basis of decided objectives. In this regard, the first objective of the study has been fulfilled that various factors such as lack of knowledge, education, poor leadership etc. affects the integrated management. Moreover, second objective of research has also been achieved that poor communication greatly affect the integrated management and develops the chances of conflicts in the organization. On the other hand, the third objective is consisting with the application of theoretical aspects which has been covered by applying the different type of theories and models such as Actor-network theory, 7s framework, leadership theory, fishbone analysis etc.

 It has also been analyzed that the problem of poor communication occurs from lack of education because the respective employees feels unimportant part of the organization and do not focus on the interaction with supportive as well near by people in the organization. On the other, it has been identified that lack of motivation is the main reason which causes the problem of poor communication because less motivational activities leads the employees towards demoralized scenario.

On the basis of fishbone theory, it has been summarized that there are several reasons which are responsible to develop the problem of poor communication in the company. These factors are found as poor leadership, lack of education, poor management, cultural diversity, the domino effects and lack of motivation etc. Out of all these factors, it has been analyzed that poor leadership and cultural diversity has major contribution in raising the problem of poor communication and conflicts in the respective mobile company.

On the basis of further theoretical analysis, it has been concluded that actor-network theory and 7s framework has positive support in identification of problem so that potential results can be conveniently derived by using these theories. In this context, Actor-network theory develops a relationship and network among workforce and management, so that productive interaction and free flow of can take place with respect business activities. On the other hand, 7s framework has provided the information regarding soft and hard elements such as structure, skills, system, staff, strategy, style, shared values etc. Additionally, it has been summarized that soft elements of framework are hard to achieve and hard elements are easy to attain because these all are depending on the human resources and management system of the organization. At this juncture, it has been concluded that constructive connections and strong network provides the positive outcomes to deal with the problem of poor communication and conflicts.

On the basis of analysis, it has been recognized that the mobile application development company is dealing with the issue of poor communication and conflicts. So, to reduce the issues and mitigate the problem, few recommendations has been provided as follows-

• Follow the well-connected online network- The analysis reflects that the mobile development company is dealing with the problem of poor communication in the implementation of integrated management system. In this context, it might be beneficial for the company to apply a well-connected online network among the employees and management. It will be helpful for the organizations to keep the records privately on the basis of individual id-password and no one would be able to operate the account and steel the information without user’s permission. In this manner, all the information might be safe as well as secured and employees will emphasize on an individual communication to express the ideas and views. Therefore, the application of online system should be applied to collaborate the employees in an integrated system.
• Application of participative leadership- To mitigate the problem of poor communication and conflicts in the integrated management system, a participative leadership might be effective instead of autocratic leaderships style. Moreover, in participative leadership, all the scenario and information would be transparent in front of all required human resources in a team. Hence, transparency boost the level of motivation and develops the inter-connections among them. It will be helpful to improve the communication skills of employees by involving the employees in managerial part.   
• Use of performance appraisal method- Employees get motivated towards the team work and an integrated system because of the performance appraisal on the individual basis. However, employees provided the right information about their performance tend to be motivated and facilitates business to implement the integrated approach. In this context, the use of performance appraisal on individual basis might be fruitful for the respective company because the organization demand highly technical and communication skilled people to deal with the issues of customers. Further, if the employees will be appraised on individual performance in a team, workforce can be motivated to perform the task in a quick manner. Thus, the effective communication can take place to confirm the required fundamentals for completing specified task.  

Reflection is the way to present past experiences and learning in the current situation (Rolfe, Freshwater and Jasper, 2001). In our past deeds what was happen and what can be the more effective, all things can be judged by reflective presentation. In this context, the current report is based on the reflection in relation to my MBA journey. The main aim of the objective is to know about my learnings during the period of MBA regarding the management aspects and business activities. For this purpose, I learnt to use different theories and models for development of business at local and international level with the help of my project as Integrated Management project (IMP). Further, a reflective report has covered learning of the MBA that can be positive or negative; however, my experience was better during the period of 2year MBA course. The report will include problems and consequences which were faced by me at the time of completion of my live research project, simulation and management games because earlier I was not having the proper knowledge and skills regarding application of theories and case studies in the project. Apart from this, the report will also include the suggestions that if I had used the time management in completion of my live research project then there may be the chances to improve the quality as well as learning of the project. Additionally, time management will be helpful to use own skills, knowledge and participative aspects to improve the learning and productive presentation of live research project. 

To produce a reflection on my MBA journey, a reflective model has been used which is propounded by Rolfe’s, Freshwater and Jasper. Rolfe’s model has used major three elements to analyze the past learning and experiences of the people such as what, so what and now what? (Rolfe, Freshwater and Jasper, 2001). By considering these categories, the problem, reasons and future tendencies can be in sighted regarding the problem which has been faced by me during my MBA course. Therefore, with the help of Rolfe, Freshwater and Jasper (2001) reflective model, my learning has been demonstrated as follows-b

MBA is generally adopted by the students to learn about the management aspects and gain the experiences to resolve the issues as well as problems in the business. Moreover, the solutions also developed by the professionals to deal with the problems. In this regard, once during my MBA journey I faced problems in on assignment where despite of clear requirement I was unable to complete it. This happened due to my low focus on the work and inability to understand the requirement properly. At this juncture, I was also provided the guidelines by my tutor and other friends who were working on the same assignment. For example, a case of a retail company was provided and the management professionals as well as tutor have given the instruction regarding the assessment of case. The professionals told to prepare the assignment on the basis of given requirement and management theories and approaches to solve the case of company. Further, the company was dealing with a problem of implementation of integrated management system in the organization but due to lack of knowledge and cultural diversity, the management was unable to implement the integrated system. In this context, Mazur (2010) asserted that lack of knowledge and cultural diversity is the major problem for the organizations to integrate the workforce because they have own beliefs and assessment criteria regarding the use of approaches in the completion of group activities. In this manner, the same issue was occurring with me in my case of MBA study because the assignment was based on the IMP as live research project which requires the assistance of professors and experts; although, I effectively managed my learning with the assistance of supportive leader or tutors.

It was my responsibility to submit the final live research project report on time with excellent quality. At that time, I was lacking with my time management ability and was not emphasizing on the completion of each process of research project on time.  At this juncture, I have seen that I was not having adequate skills and knowledge for the analysis of one assignment of my MBA journey. So that I was unable to compete my project on time with the involvement of research methods and approaches. In this situation, if I had worked on my time management approach then may be possible to understand and use the critical research methods and philosophies in context of my MBA project. In this regard, for my project, I got the knowledge regarding the use of secondary research methods because I has applied literature review and journal articles for the completion of my MBA project; however, if had used the primary methods also to collect the data then it might be possible to gain the knowledge regarding application of primary resources. Even though I completed my MBA project as live research within given deadline along with quality with existence of consequences of time management and application of research methods. Therefore, it was a good experience for me at the time of my MBA learning because I learnt plenty of management techniques to resolve the problems which arises in research thesis and learnt the aspects of quality work.

The problem and issues have been identified in the ‘What’ section of the model. Now, in so what section, it has been analyzed that what I learnt in the identified situation and what type responsibility is required to complete a task (Rolfe, Freshwater and Jasper, 2001). I learnt that a time management is must require to complete the task because without time management skills an efficient and adequate results cannot be achieved. Besides these, I recognized that at the time of completion of my live research project I was keen towards my project assessment and requirements and it largely affected my behavior and it made me as a rigid person because all time I was remain engaged with solving of issues which were occurring in project. 

In my learning of MBA, I perceived that emotions and cognitive behavior are closely required to achieve an excellent quality of work. The human emotions have a contribution to enhance the interest of people in the collective work because emotions are based on the real experiences and achievements (Dolan, 2002). Similarly, I perceived it in my current project where I found that management face issue in implementing the integrated approach due to ignorance of emotions, experience and achievement of personnel. This project made it clear to me that effective communication is essential behind the success of the business because integrated management requires effective communication skills for satisfaction of employees. In this context, I have put my all efforts to do my project in more innovative way by searching relevant articles and presenting the information in the form of literature review. Similarly, Johnson and Johnson (2008) asserted that social interdependence theory is helpful to recognize the level of cognitive and emotional behavior. Hence, my behavior was changed towards my entire surroundings such as other highly skilled students and supportive professors.

I was more rigid but after knowing the effects of social interdependence, I had changed my beliefs and attitude over the period of MBA and focus on the collaborative workings for effective completion of research project. Apart from this, in my MBA projects I was leading from other students because I was taking the close assistance of my mentor and putting my all efforts to efficient delivery of project. At that time, I was not having the leadership style to guide other students who requires the assistance; however, there might be a possibility to bring new changes in my leadership style for the better performance. Further, by studying all major subjects such as research methodology, principles of marketing and human resources helped me a lot in completion of one of my MBA projects. Further, my learning experience was encouraged to higher achievement through cooperative learning, nonetheless, I also used the experience of my seniors that how they competed their live research project and how they given presentations in effective manner. Therefore, it was helpful for me to include the necessary points in one of my projects during my MBA journey. 

I had achieved success in the completion of task as live research project on individual basis. I was totally supported by my professional professors to perform in an adequate manner so that quality and productive work can be delivered. As per the analysis of Relfe’s reflective model, it has been reviewed that improvements can take place for the future by adopting more analytical theories to enhance the weightage of task (Rolfe, Freshwater and Jasper, 2001). In this context, a continuous learning theory can be applied to enhance skills, knowledge and inner motivation of mine. Moreover, motivation needs to transform the action into knowledge so that change can be converted into reality (Clark, Silvester and Knowles, 2013). On the basis of past MBA learning, I have seen that continuous learning and time management would be included in my future action plan. It might be helpful to improve my workings on the basis of time management. Further my knowledge as well as experiences can also be enhanced through continuous learning. On the basis of my action plan, it would be easy for me to resolve the issues which were occurring in my one of the MBA projects because problems can be solved on the spot. 

If I used time management and continuous learning in my action plan then few of the consequences can be removed on the basis of regular curriculum activities. However, continuous learning would be helpful to develop learner’s interest to work individually and deliver productive results (Fan et al. 2011). Moreover, I would be able to learn new insights of research methods for the future perspectives. Apart from this, I experienced the significance of time management from my other students of my class because they were focusing on the time management practices as well as continuous learning programs to improve the capabilities and skills for the research project. Moreover, they acquired higher score in their project reviews and leaved an image in front of me and others. Further, I also analyzed that focused approach and continuous learning can be helpful in scoring well because it facilitates to present the report in the right manner and accordingly find the scope of the development.  

Owing to this, I understand the importance of continuous learning and time management in my MBA course, so, I personally recommend to use continuous improvement and time management approach to maximize the working criteria. Additionally, with the help of this learning, the issues which I faced in my MBA program those might be minimized in my future if I again get an opportunity to perform an action.

Conclusion

On the basis of analysis, it has been identified that the report has an objective to demonstrate the learnings of my MBA course which I personally feel. On the basis of Rolfe’s reflection model, it has been concluded that I faced few issues and consequences in my MBA learning such as time issues and less use of research methods in my MBA projects. In this context, I personally identified that I was not equally skilled and knowledgeable in context of relevant work. However, I had done a good job in completion of research with the help of professors. Owing to this issue, it has been concluded that to deal with the issues of mine I had applied social interdependence theory to deal with emotional and cognitive behavior of mine in compare to other students. Moreover, it has been concluded that research methods are helpful to achieve the adequate outcomes of the study. Apart from this, by considering the issues which occurred in my MBA project, a continuous learning theory and time management has been recommended to enhance the quality of my MBA project and other future actions. On the basis of continuous learning, I will be able to improve the possessed qualities and also will be fruitful to incorporate new research skills. At the end, final conclusion has been derived that I learnt a lot of new things during my MBA course that how to use research operations as per the nature and objective of the project so that excellent quality of work can be delivered. 

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