organizational values in managerial communication

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 organizational values can also be communicated by various other organizational members, it is the managerial communication that plays an indispensable role in the creation and maintenance of organizational values.

1. INTRODUCTION
These days certain novel organizational and management paradigms are being developed. Although some of them started emerging several decades ago, it is fairly recently that they have gained attention. Organizational values also constitute one of those newly-arisen concepts. Peters and Waterman (1982)
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The research within the project "Impact of organizational values on the effectiveness of public administration", leading to the results published in this paper, has received funding from the
Ministry of Science, Education and Sports of the Republic of Croatia, contract No. 0160000000-3341.
Ivan Malbašić, Ec.S. University of Zagreb, Faculty of Organization and Informatics Varaždin,
Pavlinska 2, 42000 Varaždin, Croatia, Phone [phone], Fax [phone], Email: [e-mail]
Ruža Brčić, PhD, Associate Professor, University of Zagreb, Faculty of Organization and
Informatics Varaždin, Pavlinska 2, 42000 Varaždin, Croatia, Phone [phone],Fax
[phone],

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