Effects of Communication Strategies on Performance of Telecommunication Firms in Kenya: Literature Based Review


  • Zachary Okora Jomo Kenyatta University of Agriculture and Technology


The study sought to examine the effect of communication strategies on performance of telecommunication firms in Kenya. The specific objectives of the study were to examine the effect of communication styles and integrated communication on performance. The study was anchored on the communication theory. The study was a desktop type of research.  The research relied upon past literature to make inferences. The study found that communication styles had a positive effect on performance. The core components of communication styles include passive communication, aggressive communication, submissive communication, manipulative communication and assertive communication. The assertive communication style was found to be the best communication style to be used in the organization. Assertive communication express positive and negative ideas and feelings in an open, honest and direct way.  The study found that integrated communication had a positive effect on performance. The integrated communication strategy includes applying both the modern and traditional forms of communication. The communication integration strategy entail applying more than one communication channel or style in the passage of the information. The study concluded effective communication styles have a positive effect on organizational performance. Communication strategies ensures that everyone in the organization has adequate information to prevents any ambiguity. The study also concluded that poor communication skills lead to frequent misunderstandings and frustrations. The study recommended that integrated communication need to be adopted by the firms since it positively affects performance. The organization need to have more than one communication strategy to use. The managers and supervisors at the telecommunication firms in Kenya need to encourage vertical, horizontal and diagonal communication to improve task-related processes, periodic reports concerning departments and individual performance cutting across the organization.  The study recommended that assertive communication is the best communication style to be used in the organization. The study suggested communication should flow in all directions in the organization, clarity of the language used should be concise and the person receiving the contents of the communication should pay attention. The organizations need to adopt the most effective communication style based on efficiencies and cost.

Keywords: Communication, communication styles, performance, telecommunication firms, Kenya

Author Biography

Zachary Okora, Jomo Kenyatta University of Agriculture and Technology

PhD Student, Jomo Kenyatta University of Agriculture and Technology


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How to Cite

Okora, Z. (2021). Effects of Communication Strategies on Performance of Telecommunication Firms in Kenya: Literature Based Review. Journal of Strategic Management, 5(1), 40–53. Retrieved from https://stratfordjournals.org/journals/index.php/journal-of-strategic-management/article/view/726