Hybrid Communication as a Prospect for Organisation Development

Migle Cernikovaite and Žaneta Karazijiene
Additional contact information
Migle Cernikovaite: Mykolas Romeris University
Žaneta Karazijiene: Department of Business and Economics, Faculty of Public Governance and Business, Mykolas Romeris University

Review of Applied Socio-Economic Research, 2023, vol. 25, issue 1, 05-19

Abstract: Recently, hybrid communication is gaining more and more importance in our society (Bielinis, 2020) - due to the COVID-19 pandemic and social restrictions, people were forced to use remote means of communication, thanks to which it was possible not only to avoid, but also to effectively manage the COVID-19 pandemic. However, hybrid communication is relevant not only in this context - thanks to it, members of various organizations can carry out continuous communication and connect 24/7 from anywhere in the world. A study by Berger et al. (2021) found that before the global COVID-19 pandemic, only 35% of organizations used/aspired to use a hybrid work model, but now even 77% use this work model. (Berger, Weber & Buser, 2021). Organizations that previously conducted their activities in a contact manner and could not imagine an effective flexible combination of remote and contact work methods, now face new challenges of internal processes, employee performance and change management. However, properly chosen methods of information transfer help to ensure targeted achievement of organizational goals, change management and smooth internal operational processes. Therefore, in the context of the hybrid work model, active and purposeful communication becomes particularly significant. The aim of the article is to determine the features of hybrid communication when applied to business development in Lithuania. The research showed that hybrid communication encouraged the introduction of new information dissemination channels in the organization, more efficient time management and increased employee productivity. However, the study also diluted the challenges of hybrid communication: i.e. the adaptation of new employees, the problem of receiving feedback, the abundance of e-mails and the growing social exclusion of employees, the consequences of which could be examined in other studies.

Keywords: hybrid communication; organisational development; social exclusions; productivity (search for similar items in EconPapers)
JEL-codes: D24 D83 E24 F63 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://reaser.eu/RePec/rse/wpaper/REASER25_01Migle_P05-19.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:rse:wpaper:v:25:y:2023:i:1:p:05-19

Access Statistics for this article

Review of Applied Socio-Economic Research is currently edited by Ruxandra Vasilescu

More articles in Review of Applied Socio-Economic Research from Pro Global Science Association Contact information at EDIRC.
Bibliographic data for series maintained by Manuela Epure ().