The Impact of Internal Communication Orientation on Strategy Execution Quality: The Moderating Role of Opportunistic Behavior and Destructive Conflict in Food Industry Companies of Kermanshah

Articles in Press

Document Type : Original Article

Authors

1 associate professor management department, payamenoor university Tehran Iran

2 Master of Business Administration, Payame Noor University, Tehran, Iran.

10.22034/cbsj.2026.143864.2850

Abstract

Today, one of the major challenges organizations face is the quality of strategy execution and the factors that influence it. Weaknesses in internal communication can hinder the implementation of strategies, while opportunistic behaviors and destructive conflicts may further intensify these challenges.
Accordingly, the present study aims to examine the impact of internal communication orientation on the quality of strategy execution, with the moderating roles of opportunistic behavior and destructive conflict, in food industry companies located in Kermanshah. The statistical population consisted of senior managers, middle managers, and experienced staff members of these companies in 2023 (775 individuals). Using stratified random sampling, 258 questionnaires were distributed, of which 207 valid responses were analyzed. Data were collected through the questionnaire developed by Cheng & Xiu (2022), translated and localized for the Iranian context.
Data analysis was conducted using SPSS and SmartPLS. The results revealed that internal communication orientation has a positive and significant effect on the quality of strategy execution (β=0.42, p<0.01). Moreover, opportunistic behavior negatively moderates this relationship (β=-0.31, p<0.05), while destructive conflict also weakens the positive effect of communication orientation on strategy execution (β=-0.27, p<0.05).

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Main Subjects

Consumer Behavior Studies Journal

Articles in Press, Accepted Manuscript
Available Online from 25 October 2026

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