Organization vision - Experimentation on its effective communication

Communication of organization strategic statements i.e. the vision and mission statements to its employees is critical to achieve the organizational alignment and to create a sense of belongingness. Mode of communication adopted by the organization significantly affects the extent of internalization of the organization strategic statements by the employees. In this study, effective mode of communication for organization strategic statements and its purpose to employees were experimentally evaluated. Organization strategic statements of a chosen service organization was communicated to the employees of the organization through two different modes namely verbal and non-verbal. A counter-balanced repeated measure experimental design was adopted and impacts were measured at two separated time points with different treatments. Verbal mode of communication was found to be more effective than the non-verbal mode for communicating the purpose of the organization through the strategic statement. Non-verbal mode of communication was found to be stronger than verbal mode in achieving the remembrance of correct words/phrases and identification of incorrect words/phrases in organization strategic statements. Practical and theoretical implications along with limitations of the study are also discussed.