2. Identify the changes that have occurred in the com- munication channels between employees and manage- ment as Sundown Bakery has grown. Suggest alternative communication strategies that might have reduced employee resentment. Explain why these channels could help improve management's commu- nication about workplace changes. How might an organization's culture affect its choice of communica- tion channels? STRATEGIC CASE - Sundown Bakery When Carol Teinchek and Brace Marshall first started Sundown Bakery, the business was fairly simple Carol ran the shop up front, while Bruce ran the bakery and ordered supplies. When the business began to grow, Carol hired two part-time clerks to help out in the shop. Marina had moved to the country two years earlier from Salvador, and Kim was a newly arrived Korean working his way through college. Bruce hired Maurice, a French Canadian, as an assistant The ovens were soon running 24 hours a day, supervised by Maurice, who was now master baker, and two assistants on each of three shifts. Marina and Kim supervised the shop because Carol was usually too busy managing general sales distribution to spend much time with customers. Bruce still spent 3 or 4 hours a day in the hakery whenever he could get out of his office, but he devoted most of that time to coordinating production and solving problems with Maurice. Over the next year, Sundown expanded from its original location, adding two new shops as well as two kiosks in local malls Carol and Bruce hired an operations manager, Hans Mikelson, formerly a regional manager of a national chain of coffee shops, Hans had plenty of new ideas about how to operate an expanding business: He launched a website, added an extensive range of drinks and meal items to the menu, and instituted two dress codes-one for all counter help and another for kitchen employees. He also put together an employee manual to streamline the process of orienting new employees. Hans announced all of these changes by memos, which store managers distributed to the employees Sundown's expanding size led to a change in the company. The family feeling that had been so strong when Sundown was a small operation became less noticeable. The new employees barely knew Bruce and Carol, as a result, there was less give-and-take of ideas between the owners and workers Hans's memes on the dress code and the employee manual created a crisis. Old-time employees were furious about receiving orders from the bureaucrats," as management came to be called. Bruce and Carol recognized the problem and wanted to keep the lines of communication open, but they weren't sure how to do so. "I'm just a baker" Bruce confessed in exasperation don't know how to run a big company." Another set of challenges grew out of the changing character of the employees. In the original location alone, Sundown now employed workers from seven different countries. Jose, who was born in Brazil, confessed to Bruce that he felt uncomfortable being managed by Carol. "It's nothing personal," he said, "but where I come from, a man doesn't take orders from a woman." The Sundown employees profile was different in other ways as well Two of the assistant bakers were openly gay, one of the sales clerks got around by wheelchair Carol, Bruce, and Hans know that pood products alone aren't enough to guarantee Sundown Bakery's continuing success