Application of Gunning Method to Analyze Communication Efficiency of Thai Technology Startup Companies via Mission Statement
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A mission statement is an important tool for effective communication between business organizations and their stakeholders. Communication effectiveness depends on characteristics of the mission statement, such as the number of sentences, the number of words used to convey the message, and its readability. The research question is: Do the mission statements of Thai technology startup companies demonstrate effective communication? Accordingly, this study aims to: (1) survey the number of sentences and words to measure the communication effectiveness of mission statements, and (2) examine readability levels to assess their communication effectiveness. Gunning’s approach was applied to mission statements from eighteen Thai technology startup companies listed on the Stock Exchange of Thailand. Counting techniques were used in the analysis, along with frequency, percentage, mean, standard deviation, and the Fox Index.
The results revealed that: (1) the mission statements of Thai companies were effective in communication, with an average of 3.28 sentences and 72.28 words, which met the specified criteria; and (2) the average readability level was 11.62, indicating an acceptable level. This suggests that the mission statements of most Thai companies are effective in communication, with only two companies having readability at a difficult level. Therefore, to improve efficiency in communication between companies and stakeholders, organizations should periodically review and refine the writing of their mission statements.
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