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.
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