Title: Developing the appropriate culture and communication strategy: a comparative study of healthcare and the corporate sector

Authors: Anissa Brittimes, Kathy Close, Camille Dixon, Kimberly N. Holland, Mahesh S. Raisinghani

Addresses: P.O. Box 56794, Houston, TX 77256, USA. ' 12802 Ashford Meadow Drive, Houston, Texas 77082, USA. ' 12414 Chalmette St., Houston, TX 77015, USA. ' 2400 Briarwest Blvd. Apt #805, Houston, TX 77077, USA. ' School of Management, Texas Woman's University, P.O. Box 425738, CFO 405, Denton, TX 76204, USA

Abstract: The culture and communication of an organisation is the cornerstone that directly reflects its value system. This study shows that regardless of industry effects (i.e., hospital or corporate organisation), effective multidirectional communication results in a clear vision. Moreover, communication asserts the direction that leadership expects to go in. The culture establishes the communication style of any organisation, however, it cannot be overemphasised that leadership facilitates the organisation|s established and accepted culture. Knowing that top leadership drives culture, if success is desired, their unrelenting attention is mandatory. Additionally, the paper presents ideas for developing an appropriate culture and communication strategy and managing change in the corporate culture within the healthcare and corporate environments that will facilitate the management to achieve superior performance over the long run.

Keywords: communication strategy; organisational change; organisational culture; corporate culture; healthcare sector; innovation; organisational learning.

DOI: 10.1504/IJIL.2009.022815

International Journal of Innovation and Learning, 2009 Vol.6 No.2, pp.234 - 245

Published online: 27 Jan 2009 *

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