University of Twente Student Theses


Effective visualization of strategy

Geuke, Z.I.M. (2018) Effective visualization of strategy.

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Abstract:Appropriate management of strategy is essential for the survival and success of businesses. Effective communication is key for effective implementation of strategy. The use of visualization in strategy communication has effects on the quality of the communication. Various studies find contradictory results regarding whether these effects are positive or negative. A systematic discourse on how visualization can be successfully implemented in strategy communication does currently not exist. In this study, the first step towards creating such a discourse is made. Requirements for the effective use of strategy visualizations were formulated. The key drivers of these requirements were determined to be strategic content, strategy communication, functional visuals and usability. An existing strategy visualization method, technology roadmapping, was analyzed using the requirements. Technology roadmaps scored predominantly positive, according to the formulated requirements, but showed some room for improvement. A recommendation is made that addresses the shortcomings that technology roadmaps showed during the analysis. In conclusion, in order to effectively visualize strategy, the main focus during the design phase should be addressing its strategic content, strategic communication value, functional visuals and usability.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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