Communicating Strategy Across Cultures with Visualization : An Experimental Evaluation
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AbstractIn 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.
TypeConference or Workshop Item
Bresciani, Sabrina; Eppler, Martin J. & Tan, Margaret: Communicating Strategy Across Cultures with Visualization : An Experimental Evaluation. 2011. - 71st Academy of Management Annual Meeting (AOM). - San Antonio, USA.