| Item Type |
Journal paper
|
| Abstract |
An experiment was conducted to gather empirical evidence regarding whether the use of visualization is better than text in the communication of a business strategy. A total of 76 managers saw a presentation of the strategy of the financial services branch of an international car manufacturer. The visual representation of the strategy was chosen as the independent variable, and the effects on the audience were measured. Three types of visual support were chosen as conditions: bulleted list, visual metaphor, and temporal diagram. Each subject saw one representation format only. Subjects who were exposed to a graphic representation of the strategy paid significantly more attention to, agreed more with, and better recalled the strategy than did subjects who saw a (textually identical) bulleted list version. However, no significant difference was found regarding the understanding of the strategy. Subjects who were exposed to a graphic representation of the strategy perceived the presentation and the presenter significantly more positively than did those who received the presentation through a bulleted list. |
| Authors |
Kernbach, Sebastian; Eppler, Martin J. & Bresciani, Sabrina |
| Journal or Publication Title |
International Journal of Business Communication |
| Language |
English |
| Keywords |
strategy visualization, strategy communication, visual metaphor, temporal diagram, bulleted list |
| Subjects |
business studies |
| HSG Classification |
contribution to scientific community |
| Refereed |
Yes |
| Date |
1 April 2014 |
| Publisher |
Sage Publishing |
| Place of Publication |
Los Angeles |
| Volume |
2014 |
| Number |
forthcoming, online only |
| Page Range |
nn |
| ISSN |
2329-4884 |
| ISSN-Digital |
2329-9489 |
| Publisher DOI |
https://doi.org/10.1177/2329488414525444 |
| Depositing User |
Prof. Dr. Sabrina Bresciani
|
| Date Deposited |
16 Apr 2014 11:49 |
| Last Modified |
20 Jul 2022 17:20 |
| URI: |
https://www.alexandria.unisg.ch/publications/231131 |
The Use of Visualization in the Communication of Business Strategies: An Experimental Evaluation
