Improving Attitude toward Corporate Strategy with Visual Mapping: Scale Development and Application in Europe and China

Improving Attitude toward Corporate Strategy with Visual Mapping: Scale Development and... Companies operating across borders face greater challenges in ensuring compliance with company strategy in different cultural contexts. Recent research shows the cognitive and emotional benefits of utilizing visual representations of knowledge in organizations. This study aims to test if mapping a corporate strategy visually can improve attitudes toward firm strategy and the intention to comply with it. An experiment is conducted comparing two knowledge maps to a textual version of the same company strategy. In order to measure attitudes toward the strategy, a scale was developed and tested in Europe and China. The study outcome provides a parsimonious and effective tripartite scale of attitude with cognitive, affective and behavioral components. The scale was then applied to a different sample to test the effect of mapping a company strategy visually on attitude toward the strategy, and to test if the effect is persistent in Europe and China. The results of the experiment show that subjects exposed to the visual conditions had significantly more positive affective and cognitive attitudes toward the content. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Frontiers of Business Research in China Brill

Improving Attitude toward Corporate Strategy with Visual Mapping: Scale Development and Application in Europe and China

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Publisher
Brill
Copyright
Copyright 2014 by Koninklijke Brill NV, Leiden, The Netherlands
ISSN
1673-7326
eISSN
1673-7431
D.O.I.
10.3868/s070-003-014-0021-8
Publisher site
See Article on Publisher Site

Abstract

Companies operating across borders face greater challenges in ensuring compliance with company strategy in different cultural contexts. Recent research shows the cognitive and emotional benefits of utilizing visual representations of knowledge in organizations. This study aims to test if mapping a corporate strategy visually can improve attitudes toward firm strategy and the intention to comply with it. An experiment is conducted comparing two knowledge maps to a textual version of the same company strategy. In order to measure attitudes toward the strategy, a scale was developed and tested in Europe and China. The study outcome provides a parsimonious and effective tripartite scale of attitude with cognitive, affective and behavioral components. The scale was then applied to a different sample to test the effect of mapping a company strategy visually on attitude toward the strategy, and to test if the effect is persistent in Europe and China. The results of the experiment show that subjects exposed to the visual conditions had significantly more positive affective and cognitive attitudes toward the content.

Journal

Frontiers of Business Research in ChinaBrill

Published: Dec 20, 2014

Keywords: visual representations; cross-cultural communication; business communication; strategy; international management

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