An Employee Communications Strategy to Support the Launch of a New Business Strategy

  • Javier Marín


In September 2010, the top leadership of a pharmaceutical company based in Mexico has put in motion an internal restructuring process that included the layoff of some employees, the creation of new processes, and the launch of a new business strategy focused on restoring growth. The company had stopped growing for reasons that included a lack of results, orientation, and clear business objectives. The new strategy called for investments in an employee communications campaign to generate empathy, commitment, and integration among employees, in addition to restoring confidence in the decisions taken by the leadership team.


Top leadership Layoff Business strategy Employee communications Campaign Communication campaign Empathy Commitment Integration Confidence Leadership team 

Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Javier Marín
    • 1
  1. 1.Universidad PanamericanaCiudad de MexicoMexico

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