The role of effective communication in successful strategy implementation

Abstract

Orientation: In order for strategies to be implemented well, every aspect of the strategy needs to be communicated effectively throughout the entire workforce of the organisation. Research purpose: The main aim of this research is to investigate the role of effective communication in successful organisational strategy implementation in the services industry in Malawi. Motivation of the study: There is an evident need to show the impact that effective communication has on successful implementation of strategies. The research was carried out in two organisations which operate in the services industry in Lilongwe in Malawi. The organisations provide financial and consulting services to their targeted customers. Research design, approach and method: A quantitative research method was used. Data was obtained using an online questionnaire from a bank with 200 employees and a financial services corporate with 28 employees. A total of 160 employees were targeted across the two organisations, 132 from the bank and 28 from the corporate. A combination of convenience sampling and snowball sampling methods were also utilized. A combined total of 133 responses were received from employees from both organisations. Exploratory factor analysis, descriptive statistics, reliability statistics and inferential statistics (multiple regression) were used for the analysis of data. Main findings: The results of the study revealed that there is a significant positive relationship between three independent factors (credibility of communication, speed of feedback in communication and flexibility of formal communication) and the dependent factor (strategy implementation), with credibility of communication as the most significant factor. Practical/managerial implications: The study recommends that all organisations, regardless of size, should prioritise the use of formal communication when conveying useful information pertaining to strategy. Contribution/value add: Several recommendations were made to assist managers and executives to improve aspects of their internal communication based on the identified factors to ensure that strategies are effectively implemented in their organisations.