Effective communication as a moderating factor in international business crisis management

Abstract

This study investigated the moderation role of effective communication in handling crises in multinational businesses as an innovation tool. The study utilized a sample of 315 participants from different public limited companies in Greece. The results showed that proactive crisis communication approaches have a positive influence on crisis handling in multinational businesses. It was revealed that there is a significant relationship between reactive crisis communication techniques and crisis handling in multinational businesses. In order for innovation to be successful, the commercial benefits must be effectively communicated. However, the innovation process requires different strategies of communication to be effective. Businesses that are aware of the many elements of the innovation process may concentrate their communication efforts for the best results in organisational innovation. Concept development and mobilisation, idea screening and advocacy, and idea testing are all stages where effective communication is crucial. Organizations must take into account the different trends of innovation when addressing crises in multinational businesses. Communication in businesses ought to be based on new innovative ideas. Additionally, fostering a culture of openness and cooperation can help with communication at all stages of the innovation process.