Every organization has a culture that plays an integral role in the achievement of set goals and objectives. Organizational culture influences the activities or operations undertaken by organizational stakeholders. It should be noted that although circumstances in organizations change, cultures never change, and this is why in most organizations, new employees are prompted to adopt existing organizational cultures. Most importantly, culture influences or plays an integral role in the performance of employees and an organization as a whole. Emirates Telecommunications Corporation (Etisalat) like other organizations has a specific culture that dictates or influences the activities undertaken by its stakeholders. First, in Etisalat Corporation, there is good rapport among the organizational stakeholders. It should be noted that the stakeholders of Etisalat often create good rapport through telephone and face-to-face conversations. The good rapport among the stakeholders of the organizations has enhanced effective communication and trust.

Group communication is also an element of culture in the organization. In their bid to undertake day-to-day duties, employees together with employers at Etisalat often interact in groups, and this has helped them achieve their set goals and objectives. Decision-making processes in the organization have been made easier by the embrace of group communication. The greatest challenge that this culture poses is that bringing organizational members together is an uphill task. However, the availability of myriads of information and communication systems has helped address the problem. It is also notable that every stakeholder of Etisalat working at the headquarters in Abu Dhabi communicates in Arabic. This is because several local customers are well conversant with the language, and thus, by using it for day-day-communication, the understanding between the customers and stakeholders is enhanced. However, to enhance communication with foreign customers, the organizational stakeholders are mandated to communicate in the English language.

The culture of Etisalat Corporation is strong when it comes to communication where the use of effective communication, as well as Arabic and English languages, is emphasized. Effective communication has played an integral role in improving the performance of the organization. In fact, the recent increase in profits recorded by the corporation is attributed to effective communication, which is a culture in the corporation. However, the weakness of the corporation’s culture is evident in group communication. Bringing the organizational stakeholders together has been a challenge, and this has to a large extent affected interaction and productivity. Further development of the corporation’s information and communication system could help improve group communication.

Like in most organizations, Etisalat Corporation has embraced various motivational strategies, and this has played a crucial role in improving organizational performance, productivity, and profitability. First, the corporation has embraced a strategy that sees an inflation of the commissions given to employees who bring new and more customers to the company. Since its inception, the strategy has motivated the employees, and the company has recorded significant increase in the number of local and international customers in the recent years. In a bid to motivate its employees, Etisalat Corporation has also come up with regular training of its employees on the use of newly introduced technological equipment and facilities. This has enabled employees to be up to date with current and trending developments in the technological sector, and thus, the quality of services delivered to customers has been on a steady incline.

As a result, more customers have been attracted to the company; hence the recent increase in the corporation’s profits. In fact in 2014, the Corporation was ranked among the top 20 largest telecommunication companies worldwide. Moreover, Etisalat has embraced a strategy where top managers give directions and guidance to the employees regularly. This often occurs in get-together forums organized for the stakeholders of the organization. Through this, the damage and recklessness exhibited by employees earlier on when going about their day-to-day activities have reduced significantly. On the other hand, Etisalat’s employees have become more productive than before, and thus, the increase in its profitability cannot be refuted. The mentioned motivational factors are extrinsic and intrinsic, and thus, the cognitive evaluation theory of motivation provides the most appropriate explanation for Etisalat’s level of motivation.

It should be understood that organizational structure, like culture and motivation, influence the performance of organizations. With this perspective in mind, the ineffectiveness and inefficiency of Etisalat’s organizational structure in the past one year is worrisome. In fact, some of the problems and challenges experienced by the corporation in the past one year can be attributed to the inefficient and ineffective organizational structure. First, the frequent conflicts and disagreements among organizational stakeholders are strongly inclined to the corporation’s unconvincing structure. This is because the top managers have lost touch with the employees, and as a result, the employees have lost trust in the corporation’s leadership, and thus the frequent conflicts and disagreements among stakeholders are underscored. Second, the poor delivery of various services is due to Etisalat’s poor organizational structure.

Arguably, the structure overlooks and ignores the creation of vital departments that would help employees deliver services to customers effectively. Failure to address the mentioned problems would jeopardize Etisalat’s operations, and this would mean that it is overtaken by close competitors such as Emirates Integrated Telecommunications Company. Thus, putting in place a more effective and efficient organizational structure is key to the achievement of Etisalat’s set goals and objectives. First, the corporation should recruit new and more managers, particularly HR managers, who will help enhance communication among organizational stakeholders, and thus, do away with the incessant conflicts and disagreements. The corporation should also create more departments that will provide platforms for the provision of quality services to customers.