Network Management

Abstract

Networks are used by corporate management for very different strategic goals and in a variety of forms. Communication-centered management views networks as an indispensable complement to hierarchical structures. The duality of hierarchical and heterarchical forms, of classic organizational structures and largely informal, albeit controlled, networks is one of the widespread concepts of corporate management that seeks to combine the efficiency advantages of hierarchical organizational pyramids with the flexibility of internal networks. Internal corporate communication ensures that the communicative functional conditions are in place for these two operating systems to be used simultaneously under the umbrella of an organization and for the associated strategic goals to actually be achieved. This involves supporting loosely coupled networks, but at the same time ensuring their communicative connection to the hierarchical operating system. Networks also function as effective problem solvers only if both the mobilization of internal target groups and their commitment to the common purpose are successful. Network management therefore means, from a communication-centered perspective, finding a balance between preserving the partial autonomy of network units and integrating them into a higher-level value creation system. Conversely, network management is not about setting up a plan-driven control system that is structured analogously to classic management.