EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL

PERFORMANCE. CASE STUDY CENTRALE NATIONALE

D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).

CHAPTER ONE

GENERAL INTRODUCTION
1.1. Background of the Study

Communication is a many-sided phenomenon that means different things to different people.

“Communication refers to the process by which information is transmitted and understood

between two or more people” (McShane & Von Glinow, 2005). The word communication has a

rich and complex history. It first appeared in English language in the fourteen century, taken

from the Latin word communication which means to impact, share or make common. Bateman

(2002), defined communication as the transmission of information and meaning from one party

to another through the use of shared symbol. It is a well known fact that communication plays a

coordinal and integrating role in the management of the affairs of any organization whether in

the function of planning, organizing, staffing, leading or controlling. Communication is one of

the primary areas for understanding human behavior, Rami (2000). Communication is an

essential tool for management, which is used to carry the whole organization as a single being.

Communication is an integral part of the organizational process as the flow of communication up

and down the organizational hierarchy has its effects on efficiency, decision- making and morale

of organizations. Thus, effective communication is regarded as the foundation of organizations

today (Witherspoon, 1997; Von Krogh e al., 2000). Communication strategies are common in the

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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
business world, where they are used as part of a business plan, detailing how to communicate

with various groups of people.

A single business may have multiple strategies for different categories of people, such as clients,

investors, competitors or employees. Some companies even have an internal communication

strategy for communicating within the business itself. These strategies are used to determine

things like what information to share with the clients or investors, as well as how that

information should be presented.

Communication is applied to all phase of managing. It is particularly important in the function of

leading. Communication is critical for all level of human behavior man’s ability to think and

transmit the thought through the communication process, provides the binding element for social

interaction. The relation success or failure of human endeavor depend to a great extent upon the

effectiveness of communication

According to Drucker (1985), the management effectiveness depends on his ability to

listen and to read on his ability to speak and to write. Unfortunately, the importance of

communication has not been well recognized in business. It is generally believed that anyone

with common sense can write. Most managers write to impress not to express. Effective

communication is a fundamental aspect of job performance and managerial effectiveness.

Communication is a vital management component to any organization whether the purpose is to

mainly update employees on new polices to prepare for a weather disaster to ensure safety

throughout the organization or to listen to the attitude of employees; effective communication is

an integral issue in effective management.

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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
The purpose of the paper is to recognize and discuss the significance of effective

communication during the process of managing changes in organizations. The paper reviews the

literature investigation the relationship between communication and organizational change. The

advantages of successful communication related to improved efforts of employees to plan and

execute strategies are also discussed. The paper also identifies the objectives and communication

needs for each stage of the change process. Also, the various motives and benefits of

organizational communication are discussed. The paper offers a change communication model

which identifies different variables facilitating effective communication and finally ensuring

successful organizational change. Also, it highlights the aspect of communication which has

proven to be useful for successful changes in business organization. In the uncertain and always

changing times or any situation, communication is critical between leadership and its member.

To assure a steady and meaningful flow of information, human resource leader can play and

should play a strategic role in assuring effective communication is delivered in a meaningful

two-way process i.e. sending a message and receiving a proper feedback. It has been observed

over the years that effective communication has been a strategy for organization that has been

performing well. It has ensured a cordial relationship between management of an organization

and its employees

Today, however, more and more workers find out that an important aspect of their work is

communication which is the mutual exchange of understanding, originating with the receiver that

leads to effective and efficient work performance in an organization because it’s the essence of

management.

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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
According to Bass (1985), employees choose to perform tasks out of identification with the

managers or with the organization’s goals and objectives. This relationship results in the

employee’s basic agreement with the norms to which they are required to perform. Thus, the

flow of communication can create identification with workers internalizing desirable values, as

regarding an organizations goals and objective. However, better performance can be achieved

only when there is a reasonable level of expectation-fit and when the social exchange between

managers and employees is fair and equal (Wang 2005). Within the perspective of human

resource management, it has often been theorized that employees‟ knowledge, abilities and skills

will enable them to be good performers when they are hired. Thus, the management must gear its

policies and objectives in such a manner that employees perform their work and do their assigned

task.

To develop a communication strategy, employers should begin with linking communication to

the strategic plan, including the organization's mission, vision and values; its strategic goals and

objectives; and its employment brand. HR professionals may initially think of communication

mainly in the context of delivering messages to employees about business issues, policies and

procedures, but two-way communication plays an essential role in a comprehensive

communication strategy. Listening to employee issues and concerns builds loyalty and improved

productivity. Organizational leaders can learn through listening about issues or concerns before

they become formal grievances or lawsuits. They can also discover potential employee relations

issues and learn about attitudes toward terms and conditions of employment

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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
Historical background

Communication has been an essential part of our lives since the beginning. It develops

understanding among people. The Evolution of Communication is an ongoing process. With the

advancements of modern technology, communication methods have been changing. Life would

have been so hard without communication. Solving problems, writing, reading, understanding,

all of these would be impossible without communicating. We have been using different

communication methods. These methods helped us deliver almost everything. Humans have

been using different methods to communicate from the beginning as its explain below;

Cave Paintings are the oldest methods of communicating. They were used to mark

territories. Major events were also recorded through these paintings. They are usually found on

the walls and ceilings of caves. Symbolic as well as religious functions were shown in these

paintings. Chauvet Cave in France has the oldest cave painting. That painting was made around

30,000 B.C. South Sulawesi, Indonesia, and Coliboaia Cave in Romania has the earliest cave

paintings. Different signs and symbols were used to deliver messages. Rock Carvings

(Petroglyphs) were introduced in 10,000 B.C. These rock paintings drew pictures to convey

stories. The carvings on the rock surface were also known as Rock Art. Later on, graphic

symbols were used to present ideas or concepts. Chinese created characters for communication

as well. Alphabets were created at the last. Evolution of communication was easier after the

alphabet. These signals were used to send messages. They were mostly used in China. Chinese

guards released smoke into the air. Smoke is depicted as a message to The Great Wall of China.

A famous Greek Historian Polybius used smoke signals to represent the alphabet. With raising

awareness, people started to use courier services. Letters were delivered from one person to

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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
another through postal services. These systems were organized in India, China, Persia, and

Rome. A Frenchman De Valyer started a postal system in 1653. The use of mailboxes and

delivery of letters was done through the system. Newspapers are still a wide form of

communication used. Every other house has a newspaper delivery every day. These papers

deliver written news and also other important national events taking place. Two types of

Newspapers are National and International. Their types depend upon the news they deliver

about. The first printing press system was introduced in 1440 by German Johannes Gutenberg.

The newspaper started to get more attention and changed communication forever. With the

advent of Print Media, Radios were introduced after that. Radios are a source of news as well as

entertainment for people. Wireless signals were studied and tested in detail. The scientists

practiced using wireless power to share content. Radios are still installed in mobile phones, car

systems. They were once a very important medium of communication.

The first electrical communication system to send text messages was called Telegraph. Sending

letters required energy and patience to wait for a reply. Telegraphs were introduced to send text

messages more quickly than written messages. It helped in sending information across the

country. The first telephone was introduced by Alexander Graham Bell in 1876. Within 50 years

of its invention, telephones became an essential part of every household and office. The devices

transmitted human audio into signals. These signals were then transmitted through wires.

Landline telephone service began in 1900s. People could talk on calls for hours through long

distances. It was the most reliable form of the communication system. Mobile phones were

introduced in 1973 and the mode of communication was changed entirely. The world of the Web

has brought people closer. Tim Berners-Lee invented the World Wide Web in 1990. Satellites

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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
support the internet. Through the internet, we can search for anything, anywhere in the whole

world. Wireless connections via Wi-Fi began in 1991. Since then, people seem to be addicted to

the internet. Nowadays, every small activity of our lives, business, and education involves the

use of the internet. We highly depend upon the internet for our development as a nation as well

as a generation. Microsoft Business Email is the most formal way of communication used in

offices. John Vittal in 1975 developed a software to support mails. From that invention, many

mailing platforms have been created. E-mails are better for record-keeping and cost-saving.

Various network providers are used for sending text messages. The first text message was sent

by Neil Papworth, an engineer, in 1992. From that day to now, text messaging has been a game

of few minutes. People instantly chat through text messages. With advanced internet, online

messaging apps have been introduced. These applications help connect people. They share texts

through the internet. People share their entire life events on social media. Social media platforms

help people share pictures, videos, and almost everything on the internet. It is the latest mode of

communication in the digital world. Smart phones have made this more convenient. Social media

apps can be downloaded into smart phones. Users of social media in this generation are obsessed

with these platforms. They share the daily smudge of their lives on these apps. Social media has

revolutionized the way we communicate. We can see what other people are doing through their

social media profiles. It is now easy to check up on your friends who live far.

Contextual background

Effective Communication is significant for managers in the organizations so as to perform the

basic functions of management, i.e., Planning, Organizing, Leading and Controlling.

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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
Communication helps managers to perform their jobs and responsibilities. Communication

serves as a foundation for planning. All the essential information must be communicated to the

managers who in-turn must communicate the plans so as to implement them. Organizing also

requires effective communication with others about their job task. Similarly, leaders as managers

must communicate effectively with their subordinates so as to achieve the team goals.

Controlling is not possible without written and oral communication. Managers devote a great

part of their time in communication. They generally devote approximately 6 hours per day in

communicating. They spend great time on face to face or telephonic communication with their

superiors, subordinates, colleagues, customers or suppliers. Managers also use Written

Communication in form of letters, reports or memos wherever oral communication is not

feasible. Organization managers use effective communication strategies to develop a supportive

work environment that fosters organizational success and performance (Keyton 2013).

Managers spend more than 75% of their work time actively communicating with employees

(Farahbod, Salimi, & Dorostkar, 2013).

Basically, it is known that, CENAME is a key element in the implementation of the national

pharmaceutical policy. It is under the direct authority of the prime minister with dual leadership,

falling under both MOH and the Ministry of Finance. CENAME is an independent public agency

with legal status and financial autonomy. The operating resources of CENAME are provided by

subsidies and contributions from the government, resources allocated by development partners,

and income from the provision of its services. In practice, however, these funds come mostly

from the recovery of costs on the sale of the institution’s own products.

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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
In addition to its own assets, CENAME manages the products of the public health programs

(PHPs), almost all of which are subsidized. From an original area of 3,500 square meters,

CENAME facilities currently total 8,004 square meters. This space is divided among the

Yaoundé warehouses with 6,604 square meters, including the central warehouses, administrative

offices, and three warehouses at the train station, and 1,400 square meters for both Ngaoundéré

warehouses in the northern part of the country. CENAME includes a total of 17 warehouses, 2 of

which are currently undergoing reconstruction. Because of the overcrowding of the current

warehouses, plans exist to relocate the administrative departments on the upper floors of the

buildings under construction and use the current administrative space to decentralize the existing

warehouses. All the warehouses visited are equipped with up-to-date thermometers and

extinguishers; however, the data collectors did not note devices to measure the moisture level.

CENAME includes four major sections covered by the General Management: PHPs, the

Purchasing Office, Commercial and Inventory Office, and Administration and Finance Office.

These offices are supported by an Internal Audit Unit and a Communications Unit. The

administrative staff and secretary’s office are independent of the Administration and Finance

Office and fall under a management assistant who reports to the general office. One should note

the special situation of the PHPs; although they are part of CENAME, they are managed in

parallel. CENAME carries out purchasing on the local and international levels; however, once

the products arrive in the warehouses, management of the distribution and inventories is not

included in the functions of the Commercial and Inventory Office. The primary missions and

Objectives of CENAME are to;

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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
• Ensure the availability and accessibility of essential medical devices and medicines

• Guarantee the quality of the essential medical devices and medicines, which it distributes

in accordance with quality standards

• Supply the CAPRs with essential medical devices and medicines at the best quality/price

ratio

• Develop a sustainable business, able to survive off its own cash flow

• To Increase income and job opportunities for Cameroonians and bring diversification to

land-based economic activities.

• To provide a learning environment for indigenous pharmaceutical sectors in Cameroon

• To become a center of excellence and consultancy in the production and distribution of

pharmaceutical products and management.

• To give confidence to the Cameroonians to invest and engage in similar domaine so as

that together we can make the country to be develop tomorrow.

1.2. Statement of problem

In an organization, the manager has to read, speak, write, listen, observe and supervise,

and these are all strategies of communication. He uses letters, and memos for written

communication. Hence any act by which one person gives to or receives from person

information about that person’s needs, desires, perceptions, knowledge, or effective state is

regarded as communication. However, the effectiveness of communication differs from one firm

to another. Organization managers use effective communication strategies to develop a

10
 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
supportive work environment that fosters organizational success and performance (Keyton

2013). Managers spend more than 75% of their work time actively communicating with

employees (Farahbod, Salimi, & Dorostkar, 2013). Managers who use communication

effectively have a better understanding of how their communication strategies motivate

organizations performance (Bisel & Messer smith, 2012). Ineffective communication may

increase misunderstandings, damage relationships, break trust, and increase anger and hostility.

Ineffective communication may stem from poorly aligned strategy, a failure to execute the

strategy, the use of the wrong communication vehicle, bad timing and even nuances such as word

choice or tone of voice. The specific problem I faced at CENAME was that the pharmaceutical

company lack effective communication strategies to motivate employees into higher performance

for the organization. Therefore, it may be stated that organizational communication strategies

may be beneficial for some businesses, while it may not be for others as a result of variations in

the environment, practices, noise, contexts and cultures amongst others influencing factors.

Based on the above perception, this research is using a contextualized and literature-based

research instrument to measure the application of the investigated constructs for an

understanding of the effect of effective communication strategies on organizational performance

in CENAME as a focus of the study. The purpose of this study was to investigate the effect of

effective communication strategies on organizational performance in pharmaceutical industry

with particular reference to CENAME. .

Rational of the Study

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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
This study is important because I believe effective communication is foundation to the health of

every successful company. Good communication helps prevent conflicts that may arise in the

ambiguity of miscommunication. Effective organizational communication strategies can help

employees and coworkers understand what is expected of them, meet goals, and boost motivation.

Communication skills are essential because to manage a team where delegation occurs, its

important to understand these communication strategies which are Convey important points

clearly and concisely, use multiple modes of communication, be mindful of your tone, maintain

awareness of your body language and nonverbal cues, know your audience, focus on what others

say and acknowledge it and request and provide feedback. All these push the researcher to write

on the topic “Effect of communication strategies on organizational performance”.

1.3. General objective

The general objective of this study is to examine the effect of effective communication strategies

on organizational performance in CENAME. However, the specific objectives are to:

The specific objectives

The specific objective of the study is to determine and evaluate on the strategies of enhancing

organizational performance through effective communication. The specific objectives of the

study include to;

 To examine if effective communication strategy has effect on organizational

performance of CENAME.
 To ascertain if organization environment affects communication process of
CENAME.

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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
 Verify if communication difficulties affect various management cadre in the
organization.

1.4. General question

The main research question is what is the effect of communication strategy on organizational

performance? Undoubtedly an effective communication in an organization is the strategy for

enhancing and directing the performance of any organization in this present day complex and

competitive environment that notwithstanding the following questions will be asked.

Specific research questions

 Does effective communication Strategy affect the performance of CENAME?
 How can organizational performance be enhanced by effective communication in
CENAME?
 What are the major factors responsible for the difficulties encountered in the
interpersonal communication between top level managers and lower level
managers?

1.5. Research Hypothesis

The following hypotheses was formulated in the null and alternative form and tested with

the aid of proper statistical tools and well-structured questionnaires that were effectively

administered so as to achieve stated research objectives. The null hypothesis is denoted by Ho,

while the alternative hypothesis is denoted by Hi:

The hypotheses are as follows:

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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
Ho: Effective communication Strategy does not contribute to organizational performance of

CENAME.

Hi: Effective communication strategy contributes to Organizational performance of CENAME.

1.6. Significance of the study

The findings were of great importance in the following ways:

 The study was of great benefit to the students who enable to access this information that
guide them in research and equip them with knowledge as far as Communication
strategies is concern.

1.7. Scope of the study

1.7.1. Geographical Scope

Yaoundé Town is a city in  Cameroon and capital of Cameroon.. The city has a population of
about 2 million people and is located in the Central region of the Cameroonian capital, Yaoundé.
Yaoundé is known for its cool hatch climate. The origins of the city are related to the settlement
of the Yaoundé people who culturally forged. In 1884, the city was colonized by Germany until
1916 when it became a colony administered
. The location was limited to CENAME in YAOUNDE. The researcher considered this place
because of easy access to information and participant’s responses.

1.7.2. The time Scope

The content was limited to the effect of communication strategies on organizational performance
in CENAME in YAOUNDE where Communication strategies is the independent variable and
organizational performance as the dependent variable. This study reviewed the literature related
to the variables of study for at least a period of three months.

1.7.3. The content Scope

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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
The scope of this study focused on to examine if effective communication strategy has effect on
organizational performance of CENAME, to ascertain if organization environment affects
communication process of CENAME and to Verify if communication difficulties affect various
management cadre in the organization. The primary data was collected through in-depth
interviews (content analysis approach) on management and the administration of structured
questionnaires (closed and open ended questions) to obtain employees responses. It implies that
both qualitative and quantitative methodologies were adopted to answer the research questions
and objectives of the study. The questions were coded and analyzed using Statistical Package for
Social Sciences (SPSS). Descriptive statistics in the form of frequencies, percentages such as
histogram as well as bar chart were used. Probability and nonprobability sampling techniques
were employed in selecting respondents for the study. The secondary sources were obtained from
journals, periodicals, internet and company records. This study took place in the Central
region of Cameroon(YAOUNDE) a densely populated area.

1.8. Work Structure

The study is divided into five chapters and each of the chapters is divided into subsections.
Chapter one which is titled introduction contains the background of the study, Statement of the
problem, research questions, objective of the study, research hypothesis, significance of the
study, Scope of the study and organisation of the study.

Chapter two is literature review and consists of three sections. Section one is known as
theoretical literature which identifies some theories on communication. Section two is known as
conceptual issues and deals with the definition and detail explanation of terms. The last section is
known empirical literature. This section looks at similar studies and summarizes them.

Chapter three is methodology. It focuses on how the research will be carried out. It consists
of: scope and delimitation of the study, research design, method of data collection, population of
the study, sample and sampling technique, research instrument, method of data analysis,
validation of research instruments, validation /reliability of findings and measurability of

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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
variables.

Chapter four is called presentation and discussion of results. In this chapter, the researcher
presents the results obtained from the field and uses the results to answer the research questions
she presented in chapter one section four.

Chapter five is titled as summary, conclusion and recommendation is divided in to three

sections. Section one deals with the summary of the findings that is what the study set out to do,
how it was done, and the results obtained is presented. In section two, the researcher makes an
over view of the study and draws the conclusion based on the findings. And lastly, in section
three policy recommendations are made.

CHAPTER TWO

LITERATURE REVIEW

2.0. Introduction

In the previous chapter, a general idea of the topic is presented with a background of it. In
this second chapter, all the conceptual framework, theoretical framework and empirical
framework are presented and they will be useful for answering to the research question.
First, a general introduction of what communication is discussed providing a definitions
according to some authors and the organizational performance; this is followed by the
review of the research objectives that will help to understand how the process is
composed and which are the main elements of it. Then the communication process
follows with the communication model process, forms of communication, purpose of
communication, principle of communication. Finally, the empirical review is discussed
showing the different views of some authors on communication strategy. The concept of
standardization and adaptation is presented, since in a case study of franchisee firm, it is

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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
essential to mention and it will be useful to use it for seeing if the franchisee is adapting
or standardizing the communication strategy.

2.1 Conceptual Framework

The word communication is derived from the Latin word ‘communis’ meaning
“Common” the communicator seeks to establish “commonness” with a receiver. Hence
we define communication as the transmission of information and understanding through
the use of common symbols, the common symbols may be verbal or non-verbal. Gibson
and Donnelly (2004).
According to Hoy and Miskel (2001): they see communication as simply the
process of transmitting, information from one person to another.
Also, According to GRIFFIN (2003) communication is the sharing of message
idea or attitudes that provide a degree of understanding between a sender and a receiver.
Communication is an integral component of any performance improvement approach.
Organizations eager to accomplish strategic goals establish well defined communication
strategies. A well-defined strategy is one that engages employees and aligns with the
organization’s business goals.

According to Richard et al. (2009) organizational performance encompasses three

specific areas of firm outcomes: financial performance (profits, return on assets, return on
investment); product market performance (sales, market share) and shareholder return
(total shareholder return, economic value added).

On the other hand, Ricardo (2001) argued that performance measures could include
result-oriented behavior criterion-based and relative normative measures, education and
training, concepts and instruments, including management development and leadership
training, which were the necessary building skills and attitudes of performance
management. Hence, from the above literature review, the term “performance” should be

17
 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
broader based which include effectiveness, efficiency, economy, quality, consistency
behavior and normative measures (Ricardo, 2001).

A more accurate definition of communication can be found by looking at its original

meaning. The oxford English dictionary lists the Latin root of communicate as
communicare, which means. To make common to many shares according to this
definition, when people communicate they express their ideas to make common to many
shares. According to this definition, when people communicate they express their ideas
and feelings in a way that is understandable (Common) to each of them they share
information with each other person has a direct effect on the other and on subsequent
comments therefore communication is the process of people sharing thoughts ideas and
feelings with each other in commonly understandable ways Hamilton and Parker (2004).
Jones and George (2003) stated that communication is the sharing of information
between two or more individuals or groups to reach a common understanding.

2.2 Review of Literature in Line with Research Objectives.

The section of the research work basically is meant to show more insight on the
research objectives which guilds this study under this section, in this research work, the
researcher stated three research objectives therefore three topics will be discussed in the
subsection of the research work.

2.2.1 Organizational Performance and Effective Communication.

Communication has been characterized as the life “Life blood” of an organization
and miscommunication has caused the equivalent of cardiovascular damage in more than
one organization. Callaghan (2004).
Communication is the process by which people attempt to share meanings. Via the
transmission of symbolic messages Stoner and Freeman (2002).

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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
According to Bateman and SMELL (2002) They stated that, some managers
believed they should choose only one channel to communicate a message because doing
so is more efficient but multiple channels may be necessary for example with virtual
terms, relying solely on e-mail is not enough. Managers should also employ audio
meetings, video conferencing voice mail and face – to face communication. It is helpful
for all team members to be available by phone during certain hours. You should hold
regular face to face meetings and enforce attendance at scheduled virtually meetings.
Regular updates status and two way exchanges are necessary via multiple channels.
Another key to communication effectiveness is that people know how to use
various channels properly for example virtual terms should be trained on how to use
software to enhance team performance. How to use (and not use) e-mail typography to
communicate emotions and such norms as acknowledging receipt of messages and speed
of response
According to ManagementStudyGuide.com (2015) , we can say that “effective
communication is a building block of successful organizations”. In other words,
communication acts as organizational blood.

2.2.1.1. Seven C’s of Effective Communication

There are 7 C’s of effective communication which are applicable to both written as well
as oral communication. These are as follows:

1. Completeness: The communication must be complete. It should convey all facts

required by the audience. The sender of the message must take into consideration the
receiver’s mind set and convey the message accordingly. A complete
communication has following features:
 Complete communication develops and enhances reputation of an
organization.

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PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
 Moreover, they are cost saving as no crucial information is missing and no
additional cost is incurred in conveying extra message if the communication
is complete.
 A complete communication always gives additional information wherever
required. It leaves no questions in the mind of receiver.
 Complete communication helps in better decision-making by the
audience/readers/receivers of message as they get all desired and crucial
information.
 It persuades the audience.
2. Conciseness: Conciseness means wordiness, i.e, communicating what you want to
convey in least possible words without forgoing the other C’s of communication.
Conciseness is a necessity for effective communication. Concise communication has
following features:
 It is both time-saving as well as cost-saving.
 It underlines and highlights the main message as it avoids using excessive and
needless words.
 Concise communication provides short and essential message in limited
words to the audience.
 Concise message is more appealing and comprehensible to the audience.
 Concise message is non-repetitive in nature.
3. Consideration: Consideration implies “stepping into the shoes of others”. Effective
communication must take the audience into consideration, i.e, the audience’s view
points, background, mind-set, education level, etc. Make an attempt to envisage your
audience, their requirements, emotions as well as problems. Ensure that the self-
respect of the audience is maintained and their emotions are not at harm. Modify
your words in message to suit the audience’s needs while making your message
complete. Features of considerate communication are as follows:

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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
 Emphasize on “you” approach.
 Empathize with the audience and exhibit interest in the audience. This will
stimulate a positive reaction from the audience.
 Show optimism towards your audience. Emphasize on “what is possible”
rather than “what is impossible”. Lay stress on positive words such as jovial,
committed, thanks, warm, healthy, help, etc.
4. Clarity: Clarity implies emphasizing on a specific message or goal at a time, rather
than trying to achieve too much at once. Clarity in communication has following
features:
 It makes understanding easier.
 Complete clarity of thoughts and ideas enhances the meaning of message.
 Clear message makes use of exact, appropriate and concrete words.
5. Concreteness: Concrete communication implies being particular and clear rather
than fuzzy and general. Concreteness strengthens the confidence. Concrete message
has following features:
 It is supported with specific facts and figures.
 It makes use of words that are clear and that build the reputation.
 Concrete messages are not misinterpreted.
6. Courtesy: Courtesy in message implies the message should show the sender’s
expression as well as should respect the receiver. The sender of the message should
be sincerely polite, judicious, reflective and enthusiastic. Courteous message has
following features:
 Courtesy implies taking into consideration both viewpoints as well as feelings
of the receiver of the message.
 Courteous message is positive and focused at the audience.
 It makes use of terms showing respect for the receiver of message.
 It is not at all biased.

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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
7. Correctness: Correctness in communication implies that there are no grammatical
errors in communication. Correct communication has following features:
 The message is exact, correct and well-timed.
 If the communication is correct, it boosts up the confidence level.
 Correct message has greater impact on the audience/readers.
 It checks for the precision and accurateness of facts and figures used in the
message.
 It makes use of appropriate and correct language in the message.

2.2.2 Organization Environment and Communication.

Organization must operate in an environment the nature of any environment is
such that whatever happens in the environment will have an effect on all operating units
of the organization existing in it. For example, an organization may operate in an
environment in which there is keen competition. The keen competition may bring failure
or success of the organization.
An organization environment is composed of the institutions and forces that are in
and outside the organizational and can affect the organizations performance. The
environment typically includes suppliers. Employees, customers, competitors, union’s
government regulatory agencies. And public pressure group. Ikharehon (2006).
According to Callaghan (2004) the structure of an organization refers not only to
the physical environment in which the staff work but also to its social and psychological
environment. By this is meant such factors as the respective positions and the authority
and status of staff. It is the organization’s structure, which will influence the flow of
information within it.
Internal communication appropriate organizational structure are those which
recognizes that information flows are necessary for the smooth running of the enterprise
further more the processes used for satisfying the informational needs of the organization
must be appropriate External communication it is important that the organization is alert

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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
to the character and quality of the communication it has with outsiders. The organization
must be able to respond appropriately to information it receives and so be aware that the
information it gives out will affect the value of its reputation with the outside world.
Therefore such information needs to be transmitted intelligently and in an appropriate
format.

2.2.3 Communication Difficulties and Various Management cadres.

The following covers most of the elements in a faulty system of communication

1. Lack of sound objectives words which are vogue imprecise omitting necessary
information
2. Faulty organization, such as lack of definition of responsibilities, too long chains of
command and too wide spans of control
3. Too Many assumptions made by a receiver who may be too quick in evaluating the
meaning because of his inability to listen carefully.
4. Use of technical Jargon, particularly in a new specialist fields, e.g. computers in
addition the different educational and social background of recipients do not aid
effective understanding.
5. The atmosphere or environment may not be normal and innocent remarks may be
given wrong interpretation Appleby (1994)
According to stoner and Freeman (2004) they stipulated that the following are the
difficulties to effective communication.
Differing Perception: This is one of the most common communication barriers. People
who have different background of knowledge and experience often perceived the some
phenomenon from different perspective.
Language Differences: Language differences are often closely related to differences in
individual perception for a message to be properly communicated. The word used must
mean the same thing to the sender and receiver. Another barrier is JARGON. Some
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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
corporations have their own special Jargon as the management application box on
corporate Jargon "indicate people who have special interest or knowledge often forget
that not everyone is familiar with their specialized term.
Management Cadre
The various management cadre in the organization can be classified in two ways
by their level in the organization (so called first line, middle and top managers) and by
the range of organizational activities for which they are responsible (so called functional
and general managers).
First Line Managers: The lowest level in an organization at which individuals are
responsible for the work of others is called first line or first level management. A first
line manager directs operating, employees only they do not supervise other managers,
example of first line managers are the foreman or production supervisor in a
manufacturing plant. The technical supervisor in a research department and the clerical
supervisor in a large office first line managers are often called “supervisors”.
Middle Managers: The middle management can include more than one level in an
organization. Middle managers direct the activities of lower level managers and
sometimes those of operating employees as well. Middle managers principal
responsibilities are to direct the activities that implement their organization policies and
to balance the demand of their superior with the capacities of their subordinates.
Top Managers: composed of a comparatively small group of executive’s top
management is responsible for the overall management of the organization. It establishes
operating policies and guides the organization interactions with it environment.
Functional and General Managers: The other major classification of managers depends
on the scope of the activities they manage.
Functional manager: the functional manager is responsible for only organizational
activity such as production marketing or finance the people and activities headed by
functional managers are engaged in a common set of activities.

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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
General Managers: The general manager on the other hand oversees a complex unit
such as company a subsidiary, or an independent operating division.
According to Appleby (1994) he stipulated that levels of authority can very greatly
from two or ten or more. The number of levels depends among other things upon the
number and type of employee.
The Diagram below shows the vertical and horizontal dimension of the structure
of the organization.

Share Holders

Board of Directors

Operate business in order to

Chief executive Managing accomplish objectives
director

Senior Executive
Top (Function Needs) Coordinate Activities to attain
Management Objectives

Middle Assistant to senior

Management executives and Assist senior executives and
specialized sections act as their Deputies.

Supervisory Supervisors (e.g. Put management plan into

Management Foreman effective action allocation
individual work and seeing
that it is accomplished

Workers

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 : Organization Pyramid.
EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).

Figure 1:

2.3 Communication Process

Communication is a process of exchanging verbal and non verbal messages. It is a

continuous process. Pre-requisite of communication is a message. This message must be
conveyed through some medium to the recipient. It is essential that this message must be
understood by the recipient in same terms as intended by the sender. He must respond
within a time frame. Thus, communication is a two way process and is incomplete
without a feedback from the recipient to the sender on how well the message is
understood by him.
All messages originate from a person’s mind. The process of encoding is the way the
message is written down or spoken in order to be able to communicate with another
person. This relate to semantic level which relate how precisely the symbols and letter
convinced the desired meaning variation in word connotation by different people can
alter the meaning of a message and voice emphasizes and or facial expressions and or
gestures all part of the encoding process it is realized that the way we convene meaning
by the written words, figures diagrams, speech etc is an individual process there is a kind
of uniqueness a person encodes his/her message and again depends on the situation
surrounding the message.

Fig.2 .Communication Process Model

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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).

The encoding process must take into consideration the channels of

communication, channels is the means by which information is carried or convened or
transported, e.g. the telephone and telecom services or network, television or radio,
satellite link or through internal mail system within the organization or external postal
service (NIPOST) etc. Channels are not perfect owing to occurrence of distortions, losses
and delays that may occur. Care must be taken by the information system designer to
ensure that correct type of channel is used having regard to the following.
1. Urgency
2. Sensitivity
3. Accuracy level
4. Type and nature of information
5. Cost effectiveness, and
6. Security.

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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
Decoding is the process of achieving understanding from the message being sent
decoding is a function of attitude, experience and value system.
Thus: De = F (A, E, V)
Where:
De = Decoding
A = Attitude
E = experience
V= Value systems.
In other words not two persons can receive same message same way because we
are created unique in general, people read, see and hear what they want to read see and
hear such that decoding is an individual process. (MONOGRAPH ON
ORGANIZATIONAL BEHAVIOUR)

2.4 Forms of Communication

According to Omoregie (2004). The major forms of communication includes vertical

(upward and downwards) Horizontal) Horizontal (Forward and backwards)
communication networks and the grapevine.
a) Vertical communication.
This form of communication flows both up and down the organization it is the
communication that takes place between people and those above and below them in the
organization.
b) Upward communication
This is one form of communication consist of messages emanating from subordinates to
superiors until it gets to the top of the hierarchy in any organization set up such as from
teacher through their heads of department or supervisors to the principle this forms of
communication is usually informative rather directive.
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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
c) Downward communication
It occurs when information flows from the top downwards to the lower level in
organization such as from the principal through the heads of department/subject heads to
the teacher and finally to student or others.
d) Horizontal communication:
This is interaction between peers or colleagues of some authority or status such as among
the heads of departments or managers.
The Grapevine this is an informal communication network among people in organization
which does not always follow channels of communication. It is capable of penetrating an
entire organization but it does not always follow the same pattern and does not necessary
coincide with formal channels of authority and communication.

2.5 The Purpose of Communication

All the key function of an organization such as planning organizing, directing and
controlling depends on effective communication strategy for proper execution. The
efficacy of communication in organization is expressed in the saying that a manager can
make good decisions, think out well conceived plans, establishment a sound organization
structure, but if he cannot communicate of give order properly, all these will amount to
an exercise in futility. Okpamen (2004).
According to Ikharehon (2006) communication serves the following purpose in an
organization.
i. Communication serves as the lubricant fostering the smooth operation of the
management process. In other wards it is the nervous system of any business
enterprises.

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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
ii. Communication is the vehicle through which the basic management functions are
carried out.
iii. Communication is a means by which people are linked together in an organization
to achieve a common purpose
iv. Finally, through communication employees can express their frustrations and
satisfaction to each other and to management. In other words, it is through
communication mechanism that individuals can compare attitudes and resolve
their differences about their job roles and areas of misunderstanding in the
organization.

2.6 PRINCIPLES OF COMMUNICATION

The following points should be considered carefully.
1. Clarity the language used should be clear and concise, the user should bear in mind
the objectives of the communication
2. Attention should be paid by the recipient of the communication lack of careful
attention is a human failing
3. Integrity and Sincerity. The more workers are told of the company and its future, the
more they will respect the integrity of management and morale will be raised and
harmony of working encouraged. Any changes should be carefully explained at an
early stage communication should wherever possible also be sent down the accepted
line of authority, because if people are by passed they lose status and resent the action
4. Choice of Media: It is important to choose the most appropriate media.
Face – face for interview, meeting and conferences oral – telephone, radio, inter
communication system written letters, books periodicals, circulars, manuals
newspapers advertisements, suggestion schemes Appleby (2004).

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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).

2.7. REVIEW OF THEORETICAL STUDIES

1. Systems Theory
Because of origins from multiple disciplines, systems theory is meant to be
applicable to organisms and human behaviours in different disciplines (Kast &
Rosenzweig, 1972). When applied to communication, the systems theory is meant to
understand the interconnectedness of the human communication and not just focus on one
aspect of it (Scott, 1974). According to systems theory, components of each system are
structured in a hierarchical ordering, and components are interdependent with one another
in the system to the extent that one component cannot function without the support of
other components. At the organizational level, the organizations and other organizations
in the environment are also interdependent on one another. The outcome of an
organization’s communication has consequences on its functioning and hence it can be
seen in its overall performance.

2. Organizational information Theory

This theory argues that the main activity of organization is the process of making
sense of equivocal information. Members of an organization accomplish this sense
making process through enactment, salvation and retention of information. Organization
are successful to the extent that they are able to reduce equivocality through these means.

3.Contingency theory

Contingency theory illustrates that there are not any universally valid rules of organizations
(Burrell and Morgan, 1979; Lawrence and Lorsch, 1967; Saunders, 2005), and Morgan (2007)
that means the contingency theory may be outlined as a Leadermatch theory. Organizations will
be proactive by selecting to work in dynamic and uncertain environments where the
opportunities (will get) and threats (will face) will be in match with their internal sources

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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
(strengths and weaknesses). Furthermore, the trade surroundings modification in an exceedingly
means that’s unfavorable to the organization, its high managers ought to think about leaving that
trade and reallocating its resources to different, additional favored industries (Zott et al., 2010).
Saunders (2005) means that how the contingency theory utilized in the strategy execution, he
added that a contingency approach to researching strategy execution has been suggested notably
when the organizational surroundings is unsure or dynamic. This enables the analyzers to
regulate continuously the research processes to accommodate the new rising issue (Saunders,
2005; Siam, 2015).

2.8. REVIEW OF EMPIRICAL STUDIES

This aspect of the research work shall provide some operational definition of
communication also useful insight will be provided on the various forms of interpersonal
communication discussion will be made on the various barriers and relevance of
communication in the organization.
Koontz, Donnell and Welghrich (2000) see communication as the transfer of
information from sender to the receiver with the information being understood by the
receiver.
Communication is further defined as the process by which information is
exchanged and understood mutually by two or more people usually with the intent to
motivate or influence behavior. Agbadudu (2005)
Interpersonal communication refer to the transmission of information from one
person to another Agbato (2000)
Three kinds of interpersonal communication are oral communication, written
communication and non verbal communication.
Oral communication takes place in face to face conversation group discussion,
telephone calls and other circumstances in which the spoken word is used to transmit –
meaning written communication it seems better to put in writing what one intends to
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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
speak. This may be in form of memos letters, reports note and other circumstances in
which the written word is used to transmit meaning written communication tends to be
more accurate and provide a record of the communication. Rogers and Roethlisbergor
(2002) stated that the major barrier to mutual interpersonal communication is our very
natural tendency to judge, to evaluate to approve (or disapproved) the statement of the
other person or the other group.
As some barriers to effective communication are cited in Ikharehon (2006) as:
1. Ambiguity
2. Distortion
3. General gap
4. Inappropriate timing
5. Perceptual differences;

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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).

CHAPTER THREE

METHODOLOGY
3.0. Introduction

This chapter focuses on the research methodology which integrates the various techniques that
were used for the study for the purpose of achieving the research objectives. It takes into account
issues such as the research design, research population, sample size, sampling technique, data
collection procedure, and finally the data analysis. Research methodology is the systematic way
of dealing with the research problem successfully and finding out the scientific way of
conducting a research. It helps the researcher to be aware of the choice of steps usually adopted
to study research problem together with the underling logic behind them (Rajasekar, et al., 2013).

3.1. Area of Studies

CENAME is a key element in the implementation of the national pharmaceutical policy. It is

under the direct authority of the prime minister with dual leadership, falling under both MOH

and the Ministry of Finance. CENAME is an independent public agency with legal status and

financial autonomy. The operating resources of CENAME are provided by subsidies and

contributions from the government, resources allocated by development partners, and income

from the provision of its services. In practice, however, these funds come mostly from the

recovery of costs on the sale of the institution’s own products.

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EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
Organizational Structure of CENAME

DIAGRAM

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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).

3.2 Research Design

According to Burns and Bush (2002:120), research design is defined as a set of advance
decisions that make up the master plan specifying the methods and procedures for collecting and
analyzing the needed information. This helps the researcher to formulate the sort of data to
collect for the study. These are some of the main types of research design namely exploratory,
explanatory, descriptive and cross-sectional. The study adopted descriptive study because it
provided an accurate description of observations of phenomena. It deals with what question
rather than answering questions about how/ when/ why the phenomena occurred and its most
distinguishing feature is that, the researcher has no control over variables. Descriptive research
design will be employed to determine the relationship between the dependent and the
independent variables and to establish any association between these variables. According to
Mugenda & Mugenda (2003), descriptive survey design helps a researcher to gather, summarize,
present and interpret information for the purpose of clarification. Statistical instrument to be used
for the research analysis will mainly be inferential statistics, specifically correlation matrix and
multiple regression analysis. The researcher will employ the survey strategy for the study. This
strategy is proposed because it allows the collection of a large amount of data from a sizable
population in an economical manner. Saunders et al. (2009), recommend this strategy because
the method allows researchers to collect quantitative data which can be analyzed quantitatively
using inferential statistics. The method is also perceived as authoritative by people in general and
is both comparatively easy to explain and to understand.

3.3 The Population of Study

The target population shall comprise of all the 250 employees in CRTV as illustrated on the table
below.

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 EFFECTS OF COMMUNICATION STRATEGIES ON ORGANIZATIONAL
PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).

Table 1. Distribution of the Population

Strata Frequency Percentage
Top Level 15 6
Middle Level 100 40
Lower Level 135 54
Total 250 100
Source: Fieldwork, CRTV (2023)

3.4 Sample Size

Out of the sample frame of 250 employees in CENAME a sample of 90 will be chosen based on
the percentage method, representing 20% of the population. According to Amedeho (2002), a
sample size between 5-20% is ideal to represent the entire population.

Table 2. Sample Determination

Strata Population Multiplier Factor Sample Size n Percentage

Frequency N
Top Level 15 0.36 5 6
Middle Level 100 0.36 36 40
Lower Level 135 0.36 49 54
Total 250 0.36 90 100

Source: The researcher, (2023).

3.5 Method and Sources of Data Collection

The samples used in the study were selected using Purposive sampling which is a function
of non- probability sampling. Under purposive sampling technique, the researchers
purposely choose who, in their opinion are thought to be relevant to the research topic. In
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PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
this case, the judgment of the researcher was more important than obtaining a probability
sample. The process of sampling in this case involved was purposive identification of the
respondents.

3.5.2 Source of Data

3.5.2.1. Primary Data
Primary data was obtained through the use of self-administered questionnaire to
respondents following systematic and established academic procedures, as suggested by
Nunnally and Bernstein (1994). Primary data was collected from the respondents that
were chosen from CENAME.

3.5.2.2. Secondary Data

Secondary data was used to support the empirical findings of the study. These other
sources of data (Literature review) major used to back up the arguments and findings in
chapter four and five. The secondary data were obtained from CENAME journals, text
books, brochures, library and internet information relating to Job satisfaction and
employee’s performance.

Data collection method

This study was based on data collected from two major categories of sources: primary
and secondary. Where as the primary source of data were used in the questionnaire, to
collect more information and clarify on some information, it majorly constituted
structured and open-ended questions focusing on the research objectives and control
questions to check correctness and consistency. The secondary data source involves were
mainly the organization financial and management reports. This record inspection was
carried out in relevance to the study objectives. Besides, the study employ the use of
interviews, which involve talking or interacting face to face with the respondents sampled
for the study and finding out issues concerning the research objectives

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PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
1. Questionnaire.
This was one of the major instruments that were used to collect data. The researcher used
both open and closed questions which was required specific answers. Questions were
printed in clear and simple language possible for the respondents to understand. The
respondents were selected the correct options by ticking the correct answers.

2. Interview.
Here, questions were determined beforehand while others arise during the course of the
conversation. The interviews were done on individual-oriented basis to allow expression
of personal view points. The researcher used face to face interviews because of the
following reasons; provision of firsthand information, rich data collection, cost effective,
speedy and ability to clarify the questions, clear doubts and could add new questions
where it was necessary.

3 Key Informant Interviews

Face to face interviews were carried out with the top management and clients to cross
check the response from the questionnaire. These were designed in a way that more
specific and truthful answers were got. These help to capture information, not provided
by the questionnaires. The method used Interview guide to capture the respondents‟
views. This method was preferred because of its flexibility and ability to provide new
ideas on the subject (Kothri, 1990).
3.6. Method of Data analysis

Statistical Package for Social Sciences (SPSS) was used to analyse closed and open ended
questions. First, data collected from the questionnaires was edited, coded and keyed into
the Statistical Package for Social Sciences (SPSS). Descriptive statistics in the form of

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D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
frequencies, percentages such as histogram as well as bar chart were used in the data
analysis.

Content analysis approach was also adopted for the in-depth interview on the selected
management staff. Hsieh and Shannon (2005) posit that qualitative content analysis is a
research method for the subjective interpretation of the content of text data through the
systematic classification process of coding and identifying themes or patterns. According
to Babbie, (2001), it is the study or interpretation of recorded human communications, and
it is used to carrying out social investigation (Titscher et al. 2000). Simply, content
analysis is the method for analyzing the content of qualitative material for the purpose of
achieving reliability and validity of result to support argument.

3.7 Data Collection Instrument and Procedure

3.7.1 Data Collection Instrument

Data collection would be done through both primary and secondary resources. In secondary data,
information relates to a past period. It will be important to use secondary data in this study as it
helps to plan the collection of primary data. Secondary data saves time in enhancing primary
data, provides a larger database (usually) than what would be possible to collect on one’s own,
however there are disadvantages to the fact that the researcher cannot personally check the data
so its reliability may be questioned. Secondary data can also be gathered from a number of
primary sources and weighed together to put together an overall assessment of what has
happened.

On the other hand, primary data is a direct report from someone who is actively involved in
whatever under research or investigation. The merit of primary data is that it is direct
information, uncontaminated by being transmitted through another source. The demerits of
primary data are that sometimes the person who is on the field sees only part of the action. The
primary data will be collected through a survey by a semi-structured questionnaire and secondary
data through document review mainly organizational reports and company magazines.

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MEDICAUX ESSENTIELS (CENAME).
Questionnaire has been developed based on the objectives of the study. The questionnaires will
be administered by two research assistants well trained for this purpose.

The questions have been designed to consist of six sections. Section A consists of bio-data to
obtain personal information from respondents. The other five Sections deal with questions to
help test the research hypothesis. Some of the questions require respondents to indicate their
level of agreement to the items in the research model. Items in the questionnaire will be
measured using a five-point Likert Scale, with 1 representing „strongly disagree‟ and 5
representing „strongly agree‟.

3.7.2. Validity and Reliability

Patton (2002), states that validity and reliability are two factors which any researcher should be
concerned about while designing a study, analyzing results and judging the quality of the study.

 Validity

Healy & Perry (2000), explain that validity determines whether the research truly measures that
which it was intended to measure or how truthful the research results are. It estimates how
accurately the data obtained in the study represents a given variable or construct in the study
(Mugenda, 2008). The questionnaire will be given to other experts in research to seek their
opinion about the adequacy and representativeness of the instrument to ensure it covers all the
variables being measured as a way of eliminating content validity.

The study has ensured reduction of construct validity by deriving the research variables from
existing theoretical frameworks. The study has adequately reviewed related literature and
modeled the study on sound theoretical models.

A pilot study will also be conducted on the data collection instrument to pre-test the instrument
before the main survey. Saunders et al, (2009), agree that in any research, it is expedient as a

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PERFORMANCE. CASE STUDY CENTRALE NATIONALE
D’APPROVISIONNEMENT EN MEDCAMENTS ET CONSOMMABLES
MEDICAUX ESSENTIELS (CENAME).
matter of validity and reliability to check that the instrument is pre-tested before the final
administration. The pilot study will enable the researcher to assess the clarity of the questionnaire
so that those items found to be redundant and misunderstood will be either discarded or modified
to improve the quality of the research instrument, thus increasing its validity.

 Reliability

Healy & Perry (2000), assert that reliability is the extent to which results are consistent over time
and an accurate representation of the total population under study. Cronbach‟s Alpha will be
used as a measure of reliability and internal consistency. Cronbach‟s Alpha is a reliability
coefficient that indicates how well items in a set are positively correlated to one another. It
measures the intercorrelations among test items, with a measure of 1 being higher in terms of
internal consistency and reliability and 0.7 to 0.9 being acceptable (Revelle & McDonald, 2006).
The following mathematical formula for Cronbach‟s alpha will be used to measure the reliability
and internal consistency.

Where:

K is the number of test items

is the average variance, and

is the average of all covariance between the components across the current sample?
3.8 Ethical Considerations
In this research study, issues relating to the ethical conduct of research such as informed consent,
confidentiality, privacy and anonymity will be upheld. According to Saunders et al. (2009),
ethics is the norms or standards of behavior that guide moral choices about our behavior and our
relationships with others. Participants and respondents will be given full information on the
purpose and objectives of the study in order for them to make informed decisions as to whether
to partake or not. Moreover, all information concerning the identity and personality of

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MEDICAUX ESSENTIELS (CENAME).
respondents will be treated with utmost confidentiality. Additionally, all information gathered
will be used for the sole purpose of this research study.

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