onversations could be more effective with programming content. Their sales systems are technologically outdated and are investing there to make it easier for clients to buy advertising on their media and they are treating Internet properties as databases for the sales process because, like telemarketing, it allows them a one on one dialogue with their customers (Pearce, Ed). Organisational Culture CanWest believes that in order to be a successful company today, you have to look at yourself and say not only "how much did I make" but "how much did I give back." With the expectation of governments to increasingly slash their budgets, corporations have to take a greater role in the communities they serve. Not only in the communities in which they have specific businesses, but since communications is so powerful and it can do so much good that one would hope there are responsible managers of these corporate entities that see that as well as profit-generation as their objective. In addition there is hope that, for the sake of the world, that's what some of these even larger companies will do. Before the Change David Asper mentioned in his address to the Calgary Chamber of Commerce that the reason that they are able to speak about the affairs of the company is because they are not and will never be passive. Our research has confirmed that there is a hands-on ownership control group in their company. In addition to all of the bottom line imperatives, we found that they function with a philosophical framework. To the Asper family media, communications is a very special kind of business. One of the most exciting things about this company is their aim to not just become a strong national media voice but to be based in western Canada. They believe that the context of how our country has been presented, in virtually all so-called national views, has been viewed through Toronto and Ottawa centric eyes. At a luncheon David Asper mentioned th...
