The value of communication in turbulent environments: how SMEs manage change successfully in unstable surroundings

Few studies exist on how communication influences the successful implementation of change initiatives in SMEs experiencing turbulent environments. The purpose of this paper is to bridge this gap by exploring a case study where managerial communication skills influence the ability to manage change successfully in a turbulent environment. A detailed case study approach is used to describe the particular ways management uses communication to effect change while experiencing a very unstable turbulent environment. This research proposes a model where communication at its centre is the means by which conceptualisation changes the process as it relates to the implementation of change initiatives in a turbulent environment. Communication is the prominent component to the successful implementation of change initiatives in turbulent environments. In other words, without the communication element, successful implementation of change in a turbulent environment is very questionable. The findings of this research point to the importance of communication as a key linking all pieces of the model together in order for SMEs to manage change successfully under environmental turbulences. Therefore, if one fails in one's communication attempts, one's change implementation will fail.