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Conflict Management Sundial Brands
Overview Article Define phases of conflict Apply phases of conflict situation Questions Conclusion
Objectives
In the wake of the Brussel Bombing Shea Moisture shared a photo on their Facebook and Instagram pages in support
This created tension with the consumers because they didn’t show support to the West African countries who suffered from terrorist attacks just days before
Article Overview
The issue stems form Shea Moisture founders being Liberia and in the eyes of the consumer they weren’t showing concern for people who were closure to home
Many people were upset and expressed that they would boycott the company for not showing solidarity to these African countries
Overview Continued
With all the constant comments CEO Rich Dennis made a statement saying that no issue outweighs another
Brussel is the major transit point for Liberia and some of the Liberians were trapped in Brussel when the attack happened
Dennis said if consumer don’t support him bringing awareness to issues he supports their decision not to support the company anymore
Overview Continued
Dennis ended his response urging those to continue to help fight injustice by supporting the company “If you really care to fight injustice, now more than ever is the
time to support the one business that comes from and stands for community and stands to fight these injustices not just with words and social media posts but with millions of dollars, time, effort and love! “
Overview Continued
Facebook Post
Organizational Conflict is a state frictions caused by perceived or actual opposition of needs, values and interest between people
There are 5 phases of organizational conflict
Organizational Conflict
Latent Conflict Interaction of parties in a setting where conflict can occur
Perceived Conflict One or more parties see that there is incompatibility and
interdependence Felt Conflict
Parties personalize conflict and management steps are put into place to began to solve the conflict
Phases of Organizational Conflict
Manifest Conflict Communication has begun and the conflict will escalate and
deescalate before a resolution is found Conflict aftermath
Short term and long term effects felt after the conflict
Phases of conflict continued
I will use the example of Brussel post to show how the phases of organizational conflict happen
This conflict does not occur between employee but it is
still perceived as organizational conflict
Application
Latent Conflict Once the photo of the heart was posted this was the
necessary conditions for the conflict to start
Application
Perceived Conflict Immediately after the picture was posted comments flooded
the comment box with questions Some of the comments were in solidary Most of the comments questioned their authenticity and why
they weren’t supporting the African countries
Application
Felt Conflict The administer of the Instagram page immediately
apologized for the misunderstanding There was a period 5 hours before the CEO of Sundial Rich
Dennis made his statement I believe during this time he was brain storming how he would
address the conflict.
Application
Manifest Conflict The administrator of Instagram directed the commenters to
Facebook to see the official response Although Dennis response was clearly articulate there was
discourse between the patrons of the FB page and the FB admin The admin replied to many comments trying to reconcile with the
consumers.
Application
Aftermath In the aftermath Shea Moisture may have lost some
customers but they were able to enlighten the rest of the consumers on how they stand on issues
This instance shows just how much the care about their brand and how much the value their customers opinions
Application
What steps were used mange the situation? What change will Sundial make to their conflict
management process? What steps have been taking to prevent an issue like this
from happening in the future?
Questions
These are questions I would ask current employees How are decisions made when there is a huge disagreement
that could have a large negative impact on the company> Who has the power to implement the necessary changes to
resolve conflict? How does “politics” play in making decisions regarding
resolving conflict?
Questions
Conflict is essential to the growth of a company
How a company handles conflict will revel strength and weaknesses in
the organization
Shea Moisture dead a great job with managing the conflict
Conflict is a natural occurrence and it is great that they have a system
in place to help them manage
Conclusion
C. (2016, March 26). Customers Blast SheaMoisture for Supporting Brussels But Ignoring Terrorist Attacks in West Africa. Retrieved March 31, 2016, from http://blackgirllonghair.com/2016/03/customers-go-in-on-sheamoisture-for-ignoring-black-lives/
Miller, K. (2012). Organizational communication: Approaches and processes (6th ed.). Stamford, CT: Wadsworth Cengage Learning. Retrieved March 31, 2016
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