Relationship Between Business Communication and Business Sustainability in Times of Uncertainty. A Case Study of Greece

Abstract

Purpose: The aim of this study is to examine the relationship that exists between business communication and business sustainability in uncertain times. Theoretical framework: The study utilized the stakeholder theory which helps in explaining business sustainability in times of uncertainty and how it is influenced by different aspects such as communication. Design/methodology/approach: The questionnaire was used to collect data was from a sample of 138 business owners or employees of SMEs in the manufacturing sector of Kozani Greece. Findings: The results of this study shows that internal business communication has a positive effect on sustainability of a business during uncertain times. The results also show a positive effect of horizontal and external business communication on business sustainability during times of uncertainty. Since human interaction is the cornerstone of service providers' operations, this transfer assumes a great impact in business, most especially in the service industry. A sustainable strategy or plan must incorporate excellent communication. In order to effectively plan and consequently construct sustainability as well as sustainable plans, people must communicate themselves both internally as well as externally using the appropriate form(s) of communication. Therefore, managers in reputable organization ought to communicate with the receiver in a clear, direct, and accurate manner whether utilizing oral communication to enhance business continuity during times of uncertainty. Research, Practical & Social implications: The results are of great importance to the field of business management especially concerning the relevance of business communication in supporting sustainability of businesses during crises or times of uncertainty. Originality/value: The study provides is original knowledge on business communication in supporting sustainability during the different uncertain times.