Control and power almost always play a significant role in any communication. There the impact of power upon communication is likely to increase for the better or the worse. In most cases, authority and power impact negatively on the communication process. When separate individuals or groups of people meet, there is always either conscious or unconscious process of establishing a power relationship. As a rule, one side dominates communication and expects to establish more authority in a conversation, so the other party is expected to accept the dominance. It is however also possible that the other company may be angered and disappointed by the other who seized power and may respond in actions which are not conducive for meaningful communication (boycott, attacking, etc.)