There are many different kinds of business we can see in these days.
In this chapter there are three key terms that the book is trying to explain to us such as business and professional communication, the dialectic of direction and change, and public testing.
Business and professional communication is the study of communication within particular business and professional settings, defined by participation in the public square of competitive economic exchange. Nonprofits must take the market and its demands seriously, just like a competitive business does; both types of business and professional settings are needed in today's market place. Because this chapter was kind of difficult to understand, I took a long time to figure out what these key therms are. I believe this one is a some kind of professional jargon set by business and professional people who are participating in particular industry.
The dialectic of direction and change is a willingness to follow a particular way with the courage to move in a different direction when necessary. I could think of the situation that when the company is in a dangerous situation, the CEO of the company use the leadership to make a decision to take a another road with the courage.
Public testing is the good of continuing to last rests with a public testing responsive to both known and unforeseen demands of the market. In my opinion, when the product get a response from the public and know what the public's demand is, the product continue to last in public. I could think of watermelon tasted of Pepsi-coal. Their watermelon taste product disappeared after few months later because that product did not get good response from the public.
You made some good points. The idea of direction that you talk about was a key part of the chapter. A major aspect of business communication ethics is that sometimes it is necessary for an organization to change the way it does things in order to meet the demands of the market. In your example of the watermelon flavored Pepsi, it seems that Pepsi did not understand the demands of the market, which is a key part of public testing. Good post!
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