AN ANALYSIS OF COMMUNICATION APPROACHES USED BY SMES IN ZIMBABWE

Abstract

Literature highlights the importance of communication in the formulation and implementation of strategies. The level of communication has been seen to positively correlate with the overall performance of organisations. Unfortunately the level of communication in SMEs in Zimbabwe has not received much research neither have studies revelled the communication processes used by SMEs. This study sought to establish the communication approaches used by these SMEs and their contribution to the overall performance of these organisations. This was a qualitative study using the multiple case study approach involving eight organisations. In depth interviews and non-participant observations were used to collect data from owner/managers. The major findings were that SMEs used informal communication channels to share information with employees particularly the grapevine to gather organisational information. This tended to create organisational disharmony with each employee striving for favours from the owner. Employees were also given information on a need to know basis and this adversely affected overall organisation performance due to inadequate or delayed information

Keywords: Performance, SMEs, Strategy Implementation, communication

Article Review Status: Published

Pages: 39-50 (Download PDF)

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This work by European American Journals is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License

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