Methods for Communicating Strategy in Companies

• Published in: International Journal of Contemporary Management no. 12(4); p. 45
• Main Author: Sołoducho-Pelc, Letycja
• Format: Journal Article
• Language: English
• Published: Krakow Jagiellonian University-Jagiellonian University Press 01.01.2013
• Subjects: Communication; Employee involvement; Interviews; Job descriptions; Strategic planning; Success
• ISSN: 2449-8920

Background. The manner of strategy formulation, such as direct employee participation in strategy formulation process, is of great importance for the success of the strategy, but equally important is the ability to implement strategic plans, as determined by (among other things) strategy communication and its effectiveness. Informing employees on matters of strategy is of key significance for strategy success, since it enables them to understand their role in this process and the significance of the tasks delegated to them. Research aims. The purpose of this paper is to determine the methods most commonly used for communicating the strategy and to learn about the degree of knowledge of the strategy among employees. Method. The studies were conducted on a sample of 150 Polish companies. The legal form of these companies was a joint-stock company. The selection of the research sample was based on the stratified random sampling method and was prepared on the basis of data from the Central Statistical Office. In order to ensure the highest possible level of representativeness, the stratified random sampling method was originally used to select the sample. The study used the research technique called Paper and Pencil Interview, while the interviews with the managing staff were conducted by a research agency. Key findings. To ensure good understanding or even approval of strategy among employees, communication of company strategy should fulfil a few requirements. The adopted concept of strategy should be suitable for the organization. It seems important that information on company strategy reach the largest possible number of employees. Strategy should be communicated to employees in a continuous manner, and in a form that warrants proper understanding. Strategy must be understood and accepted by all employees. Employees should be aware of their individual contribution in realization of company strategy, as part of their job description. Abstract Background. The manner of strategy formulation, such as direct employee participation in strategy formulation process, is of great importance for the success of the strategy, but equally important is the ability to implement strategic plans, as determined by (among other things) strategy communication and its effectiveness. Informing employees on matters of strategy is of key significance for strategy success, since it enables them to understand their role in this process and the significance of the tasks delegated to them. Research aims. The purpose of this paper is to determine the methods most commonly used for communicating the strategy and to learn about the degree of knowledge of the strategy among employees. Method. The studies were conducted on a sample of 150 Polish companies. The legal form of these companies was a joint-stock company. The selection of the research sample was based on the stratified random sampling method and was prepared on the basis of data from the Central Statistical Office. In order to ensure the highest possible level of representativeness, the stratified random sampling method was originally used to select the sample. The study used the research technique called Paper and Pencil Interview, while the interviews with the managing staff were conducted by a research agency. Key findings. To ensure good understanding or even approval of strategy among employees, communication of company strategy should fulfil a few requirements. The adopted concept of strategy should be suitable for the organization. It seems important that information on company strategy reach the largest possible number of employees. Strategy should be communicated to employees in a continuous manner, and in a form that warrants proper understanding. Strategy must be understood and accepted by all employees. Employees should be aware of their individual contribution in realization of company strategy, as part of their job description.