Communicating Strategy Across Cultures with Visualization : An Experimental Evaluation
Type
conference paper
Date Issued
2011-08-12
Author(s)
Abstract
In this study we investigate the effects of conceptual visualization for the context of strategy communication. We predict that a visual representation of the strategic goals of an organization, compared to a textual representation, strengthens the intention to implement the strategy, mediated by attitude. Further, we combine theories on attitude-intention and the concept of the geography of thought, predicting an interaction of conceptual visualization form and culture on attitude, and consequently on intention. We test the model through an experiment with experienced professionals and find support for the predicted hypotheses of mediated moderation.
Language
English
HSG Classification
not classified
Refereed
Yes
Book title
West meets East
Publisher
Academy of Management
Publisher place
New York
Volume
Paper Session 1600
Event Title
71st Academy of Management Annual Meeting (AOM)
Event Location
San Antonio, USA
Event Date
12.-16.08.2011
Subject(s)
Division(s)
Eprints ID
82686