The Influence Of Communication Strategy In Increasing Efficiency In Multicultural International Non Governmental Organisations
Ngari, Rose Irene Njeri
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There have been contradictory findings of the empirical studies that have left a research gap on communication strategy in increasing efficiency in Multi-cultural International Non Governmental Organizations. The ability to comprehend communication quickly and accurately then appropriately and effectively engage persons from distinct cultural backgrounds to attain the desired effect despite the lack of familiarity with other cultures helps build relationships with foreigners in the organizations hence the success of their existence. This study attempted to investigate the influence of communication strategy in increasing efficiency in multicultural international NGOs. The findings also provided insight to the NGOs that are cautious on implementation of these strategies as well as providing the most suitable styles of communication that need to be applied. The Non Governmental Organizations are perceived as being motivated to achieve a common understanding thus the study was hinged on the premise that by conceiving cultural differences and language as the main barriers for intercultural communication, learning about the other cultures is a remedy for many misunderstandings that are experienced. This study is based on one main objective. The study is based on the social constructivist view that implies the norms which guide strategy are cultural as opposed to cognitive. The researcher used cross sectional research design. This involved collection of standardized information from the population under study. The researcher opted to use the survey design as it is the most appropriate for this study offering the advantage of producing comparable information across the surveyed population and also it is considered useful when dealing with a large population, giving a cross sectional picture of the phenomenon. The target population for this study was one hundred and ninety two (192) Multicultural International Non Governmental Organizations based in Kenya. The research adopted a survey whereby out of the focus population of study who were given questionnaires mainly through electronic mail and a few visits made in search for respondents and follow the results was that , One hundred and ten were filled and returned for the researchers’ analysis. Primary data was collected for this study. The research method used was both qualitative and quantitative. The conclusions drawn from the research were that where there was no training, cultural communication was perceived by employees in the course of their work through personal training. Cross cultural communication can also be managed through personal experience during personal interaction with the clients in the course of the work. Employees can learn in the course of their work through interacting with the locals and this could help achieve efficiency in the organization. The recommendations for the study were that the management of the Non Governmental organizations should consider employing more young people to bring in more fresh and new ideas to ensure growth and efficiency in the organizations. Information flow should be prioritized and enhanced in the organization to ensure that communication barriers are limited. They should also have forums to educate employees on languages where cross cultural communications is prevalent as well as engaging intermediaries who are familiar with both cultures so that they can translate both the substance and manner of what was communicated.
CitationMaster Of Business Administration, University Of Nairobi, 2013.
University of NairobiCollege of Humanities and Social Sciences