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Among several kinds of responsibilities, the business organization is in a position to cope with increasing levels of aspiration. Improvement in information technology is resulting in an increasing trend towards democratization of the society. It can be found that people living in one part of the world are in a better position to know more about the people and events in other parts of the world. Similarly, people belonging to one socio economic segment of society know more than ever before the life styles of people in higher socio economic segments. Exposed to a better quality of life and a better life style, people from the lower economic segments, especially the younger people, aspire to the same kind of life style.
A manager should bear this fact in mind while dealing with blue collar workers because there is bound to be a vast gap between their levels of aspiration and reality. In case the manager is ignorant and insensitive to this gap, the workers’ resentment and frustration is bound to spill over in ways which can prove disruptive and destructive to the firm’s working.
The manager is in a position to understand the nature of aspiration of his workers and he should try to fulfill them, as far as possible, within the framework of the company and the worker’s job. Giving more autonomy, responsibility, money, status and enhancing the worker’s sense of self esteem through participation in management decisions can channelize his latent or potential resentment towards more productive ends. A firm fulfills a need or needs of the society and it exists within the society and has a two way interaction with it. It seeks inputs in the form of money, men, materials, machines, technology from the society and processes them for the purpose of production of goods and services for consumption by the society. During the course of this interaction the manager is in a position to deal with various segments of the society such as the labor market from which it recruits its people, suppliers of machines and technology, banks and financial institutions who supply money, the government which defines the scope and parameters within which the company has to operate, the retail outlets or agencies which stock and sell the products and the customers who buy the product. This is by no means an exhaustive list; however, just an indicative listing of the various types of society segments with which the relations are to be maintained.
A firm creates impacts in fulfilling the needs of the society and interacting with various society segments. Some of these impacts are intended while others are not. When a firm advertises through newspapers and magazines, it is creating an awareness for its products and this awareness is found to be an intended impact and sometimes these unintended impacts may be unfavorable to the company’s image or spread information which can be incorrect or inaccurate and under these circumstances, the manager’s attempt should always be to minimize these impacts.
It has been found that the best way to avoid political criticism is to keep all activities absolutely legal and above board and secondly, the manager should keep a low profile of his company to avoid drawing unnecessary attention to his firm’s activities and finally, the manager should feed correct information to the media and political parties to ensure that they view his firm in the right perspective.Â
