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Impact of Communicating ‘Vision’on Organizational Communication Effectiveness

International Journal of Marketing and Business Communication

Volume 1 Issue 3

Published: 2012
Author(s) Name: Anjanee Sethi, Bhavana Adhikari
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Abstract

The purpose of this study is to examine the interrelationship between vision communication and organizational communication effectiveness. This research assumes importance as it explores the possibility of positing vision as a potent driver in the process of organizational communication. Further, it attempts to gauge the impact of vision communication on organizational communication effectiveness. Thus it demonstrates the importance of vision communication in organizations and its contribution towards overall organizational functioning. The study seeks answers to four research questions. Data is collected from 249 respondents through a questionnaire. Results indicate that vision communication is significantly related to communication effectiveness. Further, an above average degree of positive correlation is found between vision clarity and quality of written communication. While a moderate degree of positive correlation is found between vision clarity and level of motivation. Furthermore, the study also found a high degree of positive correlation between vision clarity and overall communication in the organization. Clarity of vision emerged as an important contributor towards communication effectiveness. This research assumes importance because of lack of similar research and an increasing interest in the communication of vision in the Indian diaspora

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