17BL204 – Organisational Behavior – Unit IV – Cooperation & Competition

Cooperation (sometimes written as co-operation) is the process of groups

of organisms working or acting together for common or mutual benefit, as opposed to
working in competition for selfish benefit.
Cooperation in the workplace can make the difference between success and failure for
many businesses. In a cooperation-rich workplace, individuals voluntarily engage in open
communication. Management and lower-level employees work together and try to keep
arguments to a minimum. Workers are proactive in the sense that they try to prevent
problems before they have a chance to occur. Cooperation is not always an easy thing to
achieve in the workplace, but it is worth the effort because it leads to a more harmonious and
productive operation.
Benefits of cooperation
Increased Productivity
When everyone is working together, things can get done more quickly and efficiently.
Cooperation saves time because workers and management don’t have to dedicate valuable
time to bickering or resolving conflicts. Because workers can dedicate more time to their
duties in a cooperative workplace, they are more productive.
Improved Job Satisfaction
When arguments and bickering prevail, workplaces are not enjoyable places to be. By
increasing cooperation among employees, managers can make their workplaces more
welcoming and inviting, which increases workers’ enjoyment of time spent on the job.
Working to foster cooperation can also help managers reduce peripheral problems, such as
arguments and conflict that leave employees dissatisfied or eager to leave the job.
Employee Buy-in
As they toil away day-after-day, it is easy for workers to feel like cogs in a big
machine, doing a job but having no real impact. In cooperative workplaces, employees feel
less like drones and more like valuable components in a well-oiled machine. Management
commonly reaches out to lower-level employees in cooperative workplaces, seeking input as
to what should be done or how a task should be completed. Because employees are afforded
the opportunity to provide this input, they feel they have a voice in the organization and a
stake in its success.
Reduction in Misunderstandings
In workplaces that lack cooperation, workers commonly divide themselves into
factions. When a workplace is divided in this fashion, misunderstandings prevail. If
management actively promotes workplace cooperation and prevents workers from placing
barriers between themselves and their colleagues, they foster understanding and
communication.
For an organization to run smoothly and meet its goals, it is important to foster a work
environment that supports collaboration amongst colleagues. Unfortunately for most
organizations, this does not occur naturally, and thus you must make an effort and take steps
to help build and sustain a cooperative work environment.
Strategies for improving cooperation in organisations
There are many activities and steps that the leadership along with the employees can
take to help improve collaborative relationships.

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 17BL204 – Organisational Behavior – Unit IV – Cooperation & Competition
Teamwork must become part of your culture.
For co-workers to successfully collaborate, the leadership within the firm must work
to make collaboration one of the key values of the enterprise. Employees must see that the
leadership within the firm works together as a team to accomplish goals. Also, the company’s
leadership must award teams publicly when they are successful at working together to
achieve their objectives.
To truly improve collaboration, leaders must provide an environment where
employees are not afraid to share their ideas. Leaders must create a culture where the
exchange of ideas is encouraged and rewarded. Teamwork and collaboration must be a
central theme of the mission statement to improve collaboration.
Provide teams with the resources they need to work together.
To make improvements with communication, the organization must provide the
necessary resources to the teams. This includes comfortable work spaces where the teams can
work together. If the teams are spread out amongst different locations, then the organization
must provide the resources that allow the teams to work together remotely such as video
conferencing.
Finally, the organization should be providing an online collaboration portal for its
employees, to use for communication. There are many online tools, such as Slack, that allow
employees to communicate easily across different departments. Having the tools to
communicate across departments easily is an essential instrument needed to improve
collaboration.
Train employees and encourage ongoing learning.
Working as a collaborative team member is not a skill that everyone is born with;
however, it is a skill that can be learned, which is why it is imperative the organization spend
the money investing in the employee’s teamwork skills. There are fantastic team building
courses out there for your employees to attend. Also, there are specific skills employees need
to learn to be effective collaborators.
One of these skills is the ability to communicate with co-workers effectively. There
are practical workshops employees can take to learn how to better communicate through
public speaking. Learning public speaking skills will increase their confidence and ability to
articulate points, as well as bring them closer together if the course is completed as a group.
Encourage people to socialize outside of work.
When employees are in the office, they are focused on the tasks at hand, which mean
there is little time for co-workers to bond on a personal level. It is vital to team collaboration
for people to get to know each other outside the office. The event does not have to be a
significant expense; it could be going to the movies, having a casual lunch or going for a
drink after work. Participating in a social event will help break down barriers in the office
and will help improve collaboration, as co-workers will have built trust and feel more
comfortable collaborating together.
Clarifying roles and setting expectations.
Organizations will find when all employees are on the same page, working
collaboratively will quickly become a seamless and natural process. Making sure each

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 17BL204 – Organisational Behavior – Unit IV – Cooperation & Competition
employee understands, not only his or her role, but the roles of the people around them will
help everyone understand the big picture and how they fit into the larger puzzle.
It is also imperative that the leadership set clear expectations for the teams so that as
employees work together, everyone is clear on which goal or objective needs to be reached.
Review individual’s talents.
An organization must look at every single employee’s skills and place them in a
setting where they can add the most value. When forming teams, for them to effectively
collaborate, one must identify each individual’s strengths and place them with co-workers
who will complement those strengths. When each team member is the best at what their role
is within the team, you will see them producing results above your expectations.
Resolve team conflict quickly.
No team will ever be perfect, and it is crucial for organizations to recognize this and
have a system in place to handle any conflicts that arise. The system should allow any
employee to share their concerns without repercussions. Also, employees should be allowed
to have input on any solution to the conflict made by the organization. Employees who know
there is a system in place and is comfortable knowing the dispute will be handled fairly will
be able to return to the team in a healthy and collaborative manner.
Strategies to tackle competition
1. Know the competition. Find out who your competitors are, what they are offering and what
their unique selling point (USP) is. This will identify the areas you need to compete in, as
well as giving you a platform for differentiating yourself.
2. Know your customers. Customer expectations can change dramatically when economic
conditions are unstable. Find out what matters to your customers now - is it lower price, more
flexible or premium service, the latest products? Revise your sales and marketing strategy
accordingly.
3. Differentiate. It's essential to give your customers good reasons to come to you rather than a
rival. Your USP should tap into what customers want and it should be clear and obvious - no-
one should have to ask what makes you different.
4. Step up your marketing. Improve your market positioning statement. Make more effort to
tell people who you are, what you sell and why they should buy from you. It doesn't have to
be expensive; marketing can range from posters in your window and leaflet drops through
to advertising campaigns in local media.
5. Update your image. Simple steps such as painting the front of your premises can make your
business look more modern and inviting. But look also at business cards, stationery,
your website, branded packaging, clothing and so on. Does your image reflect your USP?
6. Look after your existing customers. They will be your competitors' target market.
Provide better customer service by being more responsive to their needs and expectations. If
feasible, consider offering low-cost extras such as improved credit terms, discounts or loyalty
schemes - remember, it's cheaper and easier to keep customers than to find new ones.
7. Target new markets. Selling into a greater number of markets can increase your customer
base and spread your risk. Consider whether you can sell online or overseas, for example. Are
there groups you've never targeted before who might be interested in your offer? Remember

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 17BL204 – Organisational Behavior – Unit IV – Cooperation & Competition
about market segmentation and don't waste time marketing to people who won't be interested,
however.
8. Expand your offer. What related products or services might your customers be interested in?
You might even consider diversifying into another area - many cafes have successfully
offered Internet access, for example.
9. Be the best employer. Skilled, motivated staff under pin vibrant, growing businesses. But
attracting them means more than paying a competitive wage - people are often more
impressed by a good working atmosphere and benefits such as flexible working and
structured career development.
10. Look to the future. Businesses that plan for growth are more successful than those that are
happy to stay still. Keep up with developments in your sector, follow consumer trends, invest
in new technology and - crucially - have a clear idea of where you want to be in one, three
and five years' time.

4 Compiled by Dr.K.Rajesh Kumar, HOD – BBA (For students reference only)