Top-down internal communication and its importance for the sustainability of agricultural organizations from the perspective of Tomas Bata´s management philosophy.

Abstract

The benefits of internal communication not only can be associated with higher performance, but also with increased awareness of the values within an organization, setting and achieving objectives, getting involved in beneficial activities, encouraging employees' personal development and, last but not least, educating and motivating employees to take responsibility. A responsible working environment facilitates effective internal communication, which is in line with the principles of the Bata Management System. The aim of this paper is to evaluate whether setting top-down internal communication is in line with the sustainable principles of Tomas Bata in organizations in the Czech Republic. The article assesses workplace communication and relationships, including social sustainability and social responsibility, focusing on their added value for corporate practice in all areas of business. The study is based on quantitative research in organizations across sectors and qualitative research in agricultural organizations (questionnaire survey n1 = 183; focus group n3 = 5), using the tools of descriptive statistics, logistic regression and cluster analysis. The results have shown that combining methods of top-down communication is crucial for communicating information efficiently, stimulating employees and achieving the organization´s objectives and that Tomas Bata´s philosophy concerning communication setting can be implemented even more easily in the current digital age than it was in the past if organizations are interested. The research contributes to a better understanding of how the Bata Management System can be applied within each organization, how effective communication settings will help prevent conflicts that workers are engaged in, increase their stabilization, and facilitate the application of Bata's sustainable legacy in the international space. Research makes a significant contribution to advancing knowledge of effective communication from the perspective of Bata for the sustainability of agricultural organizations where the principles have not yet been explored. This is evidenced by the zero overlap with previously published articles despite the rapid progress of research and technology.