The drivers of effective communication elements: key pivotal role in the successful implementation of change initiatives during turbulent times

This study examines how SMEs use communication to successfully implement change during turbulent environments. This empirical study examines SMEs from different industries during change and focuses on the impact of successful communication on change initiatives by testing different change circumstances. Based on a sample of 187 small businesses in technology, hospitality, food service, industry, education, and retail, this research employs a structural equational model to reveal the impact of communication factors on the effectiveness of an organisation to manage change in turbulent times. This study proposes a framework for identifying the efficacy of communication during change in SMEs while dealing with a turbulent environment and a tested approach for integrating the ‘communication’ elements in change initiatives. The results reveal that communicating in a trusted environment, an efficient leadership communication, communicating the urgency of change, incorporating strategic vision in communication, and communicating a change of course facilitate the implementation of change within organisations during unstable periods.