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School of Business | Department of Communication | International Business Communication | 2011
Thesis number: 12706
The impact of visual format in strategy communication
Author: Ylinen, Riina
Title: The impact of visual format in strategy communication
Year: 2011  Language: eng
Department: Department of Communication
Academic subject: International Business Communication
Index terms: viestintä; communication; yritysviestintä; business communication; visuaalinen; visual; strategia; strategy; Intia; India
Pages: 104
Key terms: international business communication; visual communication; verbal communication; format; content; India; strategy implementation; metaphor; diagram; powerpoint
The Impact of Visual Format in Strategy Communication

Objective of the Study:

The objective of the study was to find out about the impact of the visual format in strategy communication, i.e. communication on strategy. More specifically, the study focused on examining if the format matters in initiating, maintaining and keeping up interest in communication and what role content plays in communication as compared to the format. In relation to the first aim of the study, specific attention was given to the characteristics of visual communication. With regard to the role content plays in communication, particular interest was set towards the content of communication on strategy.

Methodology and Theoretical Framework

The research experiment through which the results of the study were achieved was conducted at the Indian Institute of Management Ahmedabad, IIM-A. Through an analysis made on the responses received from a total 144 students the study explored the evaluations made on an example strategy provided to the research participants. The study was conducted using a mixed methods approach, i.e. the results of the analysis were received through both quantitative and qualitative means. The theoretical framework was constructed based on earlier research on visual communication and strategy implementation, and after the analysis phase, it was completed with the findings of the study.

Findings and Conclusions of the Study

The two main findings of the study were that the choice of format matters in initiating, maintaining and keeping up interest in communication, and that the content plays a more important role in communication than the format. Visual metaphor was found to be the best out of the three formats used in initiating interest in communication while visual linear diagram could maintain and PowerPoint keep up this interest best. Attractiveness, interestingness and familiarity were found to be important characteristics of the format. For content, characteristics of relevance, appropriateness and understandability were of most importance.
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