Study goals
To describe how the use of visual metaphor influences the implementation of business strategy
Relevance / originality
The article covers the existing gap in the literature regarding practices to implement the strategy and collaborates to increase the possibility of success when implementing the strategy.
Methodology / approach
Action Research was adopted, considering the author's participation and influence during the process of generating the visual metaphor and its implementation.
Main results
High degree of alignment among employees in relation to the strategy to be implemented.
Theoretical / methodological contributions
The observed phenomenon opens space for future application of DSR that can propose and test a consistent artifact in terms of results in the Implementation of the Strategy
Social / management contributions
The observed phenomenon showed how the interaction between managers and teams in the strategy communication process benefits the organization in terms of alignment between areas and people, as well as facilitating the negotiation process that occurs during implementation.