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Using graphical techniques to communicate strategy: an exploratory study
Author(s) -
Lettice Fiona,
Brayshaw Karen
Publication year - 2007
Publication title -
strategic change
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.527
H-Index - 16
eISSN - 1099-1697
pISSN - 1086-1718
DOI - 10.1002/jsc.784
Subject(s) - strategic communication , graphics , computer science , presentation (obstetrics) , process (computing) , exploratory research , strategic management , knowledge management , process management , human–computer interaction , marketing , business , public relations , sociology , political science , medicine , computer graphics (images) , anthropology , radiology , operating system
This paper looks at a current management consultant‐driven fashion for using graphical techniques to communicate strategic direction within larger organizations. Recent literature shows that many strategic change programmes fail through poor or miscommunication of the organization's strategic objectives, suggesting there is a need in the marketplace for new communication techniques. This research evaluates the use of one graphical technique within three organizations to explore how it is being used and what the benefits of using this technique are. These new graphical techniques are felt to be more effective than traditional strategy communication techniques and our research suggests that this is because they consider both the communication medium and the content and presentation of the information in the strategic message. In particular, these techniques use pictures or graphics with embedded metaphors to communicate clearer strategic messages, they encourage dialogue and inclusiveness from all employees within the process, they show connectivity of information, they facilitate the ability to remember the strategy and they are novel.Copyright © 2007 John Wiley & Sons, Ltd.