Key Energy Co.provides quality oilfield construction,drilling,and other services.The company's top management feels that stakeholders do not have a clear image of the company and are considering changing the name to clarify the organization's position in the market.Senior management is interviewing the company's salespeople to learn how they feel about selling Key Energy's services.As part of examining the corporate image,the company is using:
A) Upward communication
B) Market-oriented ethnography
C) Lead user research
D) SERVQUAL surveys
E) Relationship surveys

Question

Quizplus · Accepted Answer

Senior management interviewing the company's salespeople to learn about their experiences and opinions is an example of upward communication, where feedback and information flow from lower levels of the organization to the higher levels.