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| Author: | Leonard, A. Grobler, A.F. |
| Title: | Exploring challenges to transformational leadership communication about employment equity: managing organizational change in South Africa |
| Journal: | Journal of communication management
2006 : VOL.10:4, p.390-406 |
| Index terms: | communication employment equal opportunities South Africa |
| Freeterms: | change management employment equity transformational leadership |
| Language: | eng |
| Abstract: | The paper discusses the management of employment equity (EE) communication at corporate level reflecting it to South African societal situation. Because corporate level transformation needs significant changes in peoples behavior, it is a complex process. Especially there are difficulties in communicating EE in South Africa. However, it seems that external communication receives more strategic value than internal communication. The results of the three case studies suggest that there is a need for transformational leaders who can navigate in the complex surroundings of EE communication in South Africa. |
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