The main purpose of this research was to establish how institutions of higher learning
(IHLs) in Lesotho can enhance the implementation of their strategic plans by engaging
stakeholders in the communication planning and implementation process. This was
achieved by exploring how four IHLs in Lesotho, National University of Lesotho (NUL),
Lerotholi Polytechnic (LP), Lesotho Agricultural College (LAC) and Centre for Account
Studies (CAS) use communication strategies to engage their internal and external
stakeholders for effective implementation of their strategic plans.
The research was a phenomenological, exploratory and descriptive inquiry in to
stakeholder engagement and it employed non-empirical and empirical phases of
research. The non-empirical aspect comprised extensive literature review of three
primary themes, namely: stakeholder engagement, communication strategy, strategy
formulation and implementation; as well as content analysis of institutional strategic
plans. The empirical research phase encompassed collection of primary data through
interviews and questionnaires while secondary data was collected through strategic
plans of the institutions. A convergent mixed-methods design was used to collect and analyse research data.
Data analysis of both qualitative and quantitative strands was done independent of
each other, while interpretation of obtained results was merged. A computer aided
qualitative data analysis software (CAQDAS), Leximancer, was used to analyse the
qualitative data while SPSS software analysed the quantitative data of the study.
Thematic analysis of strategic plans and transcriptions of interviews conducted with
members of IHLs senior management were analysed using Leximancer, whereas
closed-ended responses of questionnaires were analysed using SPSS software.
Content analysis was carried on with open-ended question responses of the
questionnaires. An exploratory-based mixed method was applied to sort raw data into
four public institutions due to their relative similarity. Subsequently the entire set of
interdependent relationships amongst the institutions was analysed simultaneously.
Research findings from the internal and external stakeholders of the institutions
revealed that it was in the institutions’ culture to practise a one-way/top-bottom
communication to inform and engage stakeholders in the implementation of their
strategic plans. They use improper and inefficient communication platforms.
Therefore, a communication strategy implementation framework was developed. The
framework proposed that the IHLs practise three steps recommended for
enhancement of effective implementation of strategic plans.
Whilst the institutions engage in a two-way communication process to enhance
stakeholder engagement, they should firstly align formulation and implementation of
strategic plans with the institutional culture because institutional culture can enforce
certain types of institutional growth or oppose some institutional values.
Secondly, it was proposed that IHLs identify their strategic and legitimate
stakeholders, and maintain long-term relationships with them. This would enable
identification of implications of strategic issues on institutions and stakeholders.
Thirdly, the institutions were encouraged to use proper and clear communication
platforms for the right type of message to engage stakeholders. The use of these
platforms should be inclusive, regardless of the type of stakeholder or their length of
affiliation with the institutions. / Communication Management / PhD / Unrestricted
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:up/oai:repository.up.ac.za:2263/67764 |
| Date | January 2018 |
| Creators | Letlatsa, Relebohile Magdalene Matsepo |
| Contributors | Rensburg, Ronel S., u04556853@tuks.co.za |
| Publisher | University of Pretoria |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
| Rights | © 2018 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
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