KELLY CRISTINY CHINELATO SACRAMENTO
Doctorate - EFFECTIVE COMMUNICATION: THE ROLE OF IMAGE-BASED LANGUAGE AND RHETORIC STRUCTURES IN FORMING CONSENSUS
14 april, 2:00 p.m
Advisor: Prof. Dr. Adalberto Américo Fischmann
Comission: Profs. Andre Nardy, José Afonso Mazzon e Íris Gardino
Communication emerges as one of the most relevant influencing factors for strategic implementation and as a resource with the potential to generate competitive advantage, from the perspective of the RBV. An assertive understanding of strategic objectives by employees is the basis for forming strategic consensus. However, while there is an emphasis on the positive impact that consensus has on the organization's performance, there is little evidence on which elements would stimulate it. This research proposes to discuss what is the influence of the use of different rhetorical structures and image-based words in the formation of strategic consensus.
Relating elements of Aristotelian rhetoric and communication theory to the analysis of competitive strategy, three hypotheses were formulated in order to identify cause and effect relationships between different elements of internal communication. These were tested in a 3 × 2 online experiment, with 220 professionals of different hierarchical degrees, areas of expertise and time of experience in companies in Brazil. With stimuli simulating the communication of strategic objectives in a fictitious company, the consensus was measured by Euclidean distance according to the participants' perception of priority over different strategic objectives in the medical-hospital area. The data were analyzed using ANOVA and Gabriel, Hochberg and Sidak post-hoc analysis.
The results indicate that both rhetorical structure and language used can influence the formation of consensus, with empirical evidence that motivational structure associated with image-based language generates a better shared understanding of the company's strategic priorities, an essential factor for an effective strategic implementation. and consequent generation of competitive advantage. In the end, a heuristic model of internal communication is proposed, the contributions and limitations of the research are discussed, as well as suggestions for future studies.