Managerial communication and strategic alignment in multinational corporations: The role of narrative, trust, and organizational culture

Abstract

Strategic alignment remains one of the most persistent challenges for multinational corporations (MNCs), particularly in environments characterized by cultural plurality, digital mediation, and organizational fragmentation. While the strategic management literature has extensively examined alignment in terms of structure, systems, and leadership, the communicative and narrative foundations of alignment have received comparatively limited theoretical attention. This study conceptualizes managerial communication not merely as an operational function but as a strategic capability that produces meaning, trust, and coherence across culturally diverse organizational contexts. Drawing on sensemaking theory, organizational culture research, and trust-based governance models, the article proposes an integrative framework in which managerial narratives function as alignment mechanisms. It is argued that strategic narratives articulated by top management shape shared interpretations of purpose, reduce ambiguity, and foster affective and cognitive trust, which in turn mediate the relationship between organizational culture and strategic coherence. In multinational settings, where formal control mechanisms are often insufficient, narrative-based communication becomes a critical instrument for sustaining strategic unity across geographical and cultural boundaries. The paper develops a conceptual model linking managerial narrative practices, trust formation, and cultural resonance to strategic alignment outcomes. By positioning communication as a constitutive element of strategy rather than a supportive tool, the study contributes to both international management and organizational communication literatures. The model offers theoretical implications for understanding alignment as a socially constructed process and provides practical insights for global leaders seeking to manage complexity, cultural diversity, and organizational sensemaking in the digital age.