Leading beyond boundaries

: a comparative analysis of leadership communication in contemporary work environments

Abstract

The shift towards hybrid, remote, and on-site work models, driven by technological advances and the COVID-19 pandemic, has reshaped leadership communication strategies in the workplace. This study investigates the impact of these evolving work models on leadership communication within the German luxury and chemical industries, addressing a critical gap in understanding how leaders adapt to maintain effectiveness in such diverse environments. This research focuses on exploring how perceived leadership communication varies across hybrid, remote, and on-site work models, with a particular emphasis on employee perspectives. Therefore, this study investigates the following research question: How do hybrid, remote, and on-site work models influence perceived leadership communication within the luxury industry in comparison to the chemical industry in Germany? Using a three-step mixed-methods approach, this study begins with a quantitative survey to evaluate perceptions of leadership communication effectiveness across work models. The second step involves qualitative interviews with employees to identify key factors, challenges, and future focal points shaping these perceptions. Finally, qualitative interviews with leaders aim to offer a comprehensive understanding from both perspectives, providing deeper insights into the overall communication dynamics. Key findings indicate that the hybrid work model fosters the most effective leadership communication by balancing flexibility with personal interaction. Remote work has improved due to technological advancements, while on-site work is seen less favorably due to limited flexibility and reliance on virtual tools. Technological adaptability, clarity, and transparency emerge as critical in all work models. Leaders value technological progress and individualized consideration. Differences between the industries show that the luxury industry emphasizes personal interaction, while the chemical industry prioritizes efficiency. The study contributes valuable insights into the evolving role of leadership communication in modern work settings, offering practical recommendations for leaders aiming to enhance communication effectiveness in increasingly flexible and virtual workplace landscapes.

Date of Award	20 Jan 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Simão (Supervisor)