Assessing the effect of internal communication on organizational performance in the pharmaceutical industry in Ghana. Case study: Pokupharma and Amponsah Efah Pharmaceutical Firms
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Date
November 2015
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Abstract
In a fierce competition in today’s market, firms cannot operate at their peak efficiency without effective communication because communication is seen as corporate glue holding every aspect in the activities of the organization. This study examines the effect of internal communication on organizational performance in terms of quality and growth in output in the pharmaceutical firms (Pokupharma and Amponsah Efah pharmaceuticals) located in Ejisu-Juaben Municipality. Data for the study were collected through questionnaire with sample population of 137 respondents from a total population of 210 employees. This was analyzed using both qualitative and quantitative approach. Based on the regression analysis on performance in terms of growth in output and quality in output, the significant predictors explains growth and quality in performance output by 75.4% and 58.7%. respectively. The study further found out that, internal communication strategies which include face-to-face strategy, print communication, and technological communication are other communication process in facilitating the progress and operations in the pharmaceutical industries. In addition, barriers of internal communication which include lack of planning, information overloads, badly designed messages, Cultural differences and industry enactments of laws. The study further recommended that the management or the board of directors must make sure that, the various internal communication tools, strategies and channels are properly functioning and made effective. Finally the study recommended that, there must be a strict monitoring and evaluation by the ministry of Health over the pharmaceutical industry in Ghana to strengthen and ensure sustainability of growth in the pharmaceutical industries.
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A thesis submitted to the Department of Marketing and Corporate Strategy, Kwame Nkrumah University of Science and Technology in partial fulfilment of the requirements for the degree of Master of Business Administration (Strategic Management Option).