DOI 10.14707/ajbr.220137

The link between Strategic Communication, Strategic Consensus, and Successful Strategy Implementation: Evidence from Higher Education in Malaysia

Yee-Wui Lim1* and Francis Chuah2
1 Othman Yeop Abdullah Graduate School of Business, Universiti Utara Malaysia, Kedah, Malaysia
2 School of Business Management, Universiti Utara Malaysia, Kedah, Malaysia
*Corresponding author:


Successful implementation of the strategy is key to the sustainability of any organization. The implementation of strategy is critical to the organization’s success. This study provides an integrated model that explores the effect of successful strategy implementation (SSI), strategic consensus (SCon) and strategic communication (SCom) drawing upon Communication Theory in the context of higher education in Malaysia. An online self-administered survey was filled out by 149 middle-level managers working in different faculties and departments of higher education institutions in Malaysia to fill this research gap. PLS-SEM results showed SCom and SCon to be substantially linked with SSI. A closer look at SCon’s mediation effects finds a significant link between SCom and SSI. The findings emphasize the importance of communication and shared consensus across strategic levels for plan implementation effectiveness. This study’s findings have significance for future strategic management research and practice. The study is beneficial to strategic-level managers who are striving tirelessly to achieve strategy implementation success.

Keywords: Strategy implementation, Strategic consensus, Strategic communication, Communication theory, Middle-level managers, Higher education.

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