organizational values in managerial communication

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ORGANIZATIONAL VALUES IN MANAGERIAL
COMMUNICATION*
Ivan Malbašić**
Ruža Brčić***
Received: 14. 3. 2012
Accepted: 14. 11. 2012

Review
UDC: 65.012.3

Organizational values have recently been regaining importance, which is reflected in the fact that they are commonly referred to as organizational foundations.
Indeed, practice has proved that those values provide the basis for decisionmaking at all levels of the organization – from senior management to the nonmanagerial employees. This paper addresses the issue of communicating organizational values in managerial communication. In particular, communicating organizational values to employees, customers and other stakeholders is discussed. It is concluded that although the
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In the following sections, the ways of communicating organizational values to employees and customers as well as to other stakeholders will be looked at. It should be noted that managerial communication of organizational values can facilitate a more powerful communication and implementation of organizational values within an organization.
2. DEFINITION OF ORGANIZATIONAL VALUES
Over two thousand years ago, in 431 B.C., "Pericles in Ancient Greece eloquently urged the Athenians, who were at war with the Spartans, to adhere to values such as those inherent in democracy: informality in communication, the importance of individual dignity, and promotion based on performance.
Pericles realized that the underlying values might mean victory or defeat"
(Weihrich and Koontz, 1998; 333). Nevertheless, it was not until the 1970s that a systematic investigation of organizational values started within the psychological approach represented by Milton Rokeach, who defined a value as
"an enduring belief that a specific mode of conduct or end-state of existence is personally and socially preferable to an opposite or converse mode of conduct or end-state of existence" (Rokeach, 1973; 5). He also developed the first classification of values that was based on goals and means of their achievement, wherein he distinguished terminal from instrumental values (Rokeach, 1973; 7), defining them in the following way:
• terminal values refer to desirable
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