Surviving TUrbulent Organizational Environments: A Case Study Examination of a Lumber Company's Internal and External Influence Attempts

As a result of recent environmentalist attacks, environmental legislation, and a weakening economy, Southern California's Ganahl Lumber Company faces a situation which threatens its image, resources, financial viability, and survival. Using qualitative data gathering techniques (i.e., employee interviews and examinations of organizational documents), this study examines the ways in which Ganahl Lumber has responded to these concerns. Specifically, this study identifies whom Ganahl Lumber employees perceive to be their most important audiences and focuses on the different communication strategies that the com pany is using to influence these audiences. Conclusions indicate that, although the company is attempting to alleviate the problems it faces by sending direct persuasive messages, and by presenting a positive image of itself to its employees and customers, little is being done to influence the company's surrounding community. To explain these results, the concepts of egocentric organizations (Morgan, 1986) and strong cultures (e.g., Bullis & Tompkins, 1989) are employed.