THE IMPORTANCE OF ASSERTIVE COMMUNICATION IN ORGANIZATIONAL BEHAVIOR

REGISTRO DOI: 10.69849/revistaft/cs10202410291915


Bruna Amorim Monteiro dos Santos1
Ana Paula Dário Zocca2


Abstract 

Communication is necessary all the time within an organization, whether for training, a meeting,  or even a small instruction, good communication is essential. The most important aspect of  communication is not just what the communicator is saying, but how the listener is receiving  that communication and whether it is assertive enough to lead to exactly what was requested;  otherwise, it can result in rework for both parties. 

Communication is fundamental for any type of organization; however, when it is done  incorrectly, it can harm the productivity of employees and consequently the company’s results. Thus, this research aimed to identify the communication channels between leaders and  subordinates, the impacts on subordinates’ productivity, and areas for improvement to achieve  more assertive communication within organizations. 

This research highlights the importance of communication, but also the assertiveness of this  communication between leaders and subordinates. In this way, it was concluded that there is a  need for measures to improve the assertiveness of communication in organizations, in order to  achieve goals and objectives. 

Through research with 24 interviewees, who work as leaders and subordinates in large  multinational companies in the city of São Paulo, it was observed that assertive communication  is extremely important and can have a positive or negative impact on their activities. 

Keywords: business communication; assertive communication; leaders and subordinates.

Introduction 

In this research, the importance of having assertive communication in organizational  behavior will be addressed, primarily proving that it has a direct impact on professional  productivity. 

The role of business communication has led to the development of different  management models within organizations, which are essential in defining workers’ behavior  and productivity in a company. Therefore, communication failures from managers make us  reflect on the importance of assertive communication, especially in complex situations that  every organization experiences or might experience. 

The word communication, from the Latin “communicare,” means to share or make  common. 

Communication is not merely what we say, but rather what the listener understands.  And although this phrase is a ‘cliché’ in communication, it remains a significant challenge to  recognize this fact. When the communicator speaks, in any medium, their thoughts are clear on  what to say and/or explain; however, the listener may be subject to various external and internal  factors that make it difficult to comprehend the exact same meaning.

Business communication is defined as being present in all types of organizations,  whether public or private. Communication can occur in written, oral, or electronic form, and it  can be conducted in an organized or disorganized manner. In organizations, communication is  either planned or unplanned. (TAVARES, 2010). 

In fact, it is impossible for an organization to exist without communication. If there is no  communication, leaders cannot provide instructions for their subordinates to carry out their  tasks. Therefore, “every act of communication influences the organization in some way” (DAVIS;  NEWSTROM, 1996, p. 5). 

Communication within companies is becoming an increasingly greater challenge. In  addition to technology, we are dealing with various different work environments, including  remote work, with much interaction happening through video calls, phone calls, and emails.  Today, more than ever, communication within organizations is an aspect that must be carefully  addressed, especially identifying the need for specific training and development for leaders. If  there are any communication failures or areas for improvement, they need to be adjusted as  soon as possible to minimize the impact on the organization. 

The definition of assertive behavior in communication involves expressing emotions,  preferences, needs, and opinions that the communicator holds while ensuring the listener feels  comfortable. In other words, an assertive communicator respects the listener’s rights, even if  that means limiting their own. The assertive communicator is able to express their opinion  clearly but with the sensitivity not to appear aggressive to the listener (SILVA; BONDILI; LA  CUEVA, 2011). 

Communication between leader and subordinate is an even more delicate process  because, before being a good communicator, it is essential to be a good listener. In many  instances, there is difficulty in communication because understanding the listener requires  emotional perception—being aware of what is happening internally and determining the  appropriate behavior for the situation. Therefore, in order to have this perception, applying the  strategy of being a good listener is crucial. 

Davis and Newstrom (1996, p. 5) confirm that “open” communication is better than  restricted communication. Thus, if subordinates are aware of what the leader is going through,  they will generally respond more empathetically. However, if the leader manages  communication inadequately, it can hinder the subordinate’s understanding and, consequently,  their productivity, impacting the entire organization. Therefore, it is clear that the leader’s  communication is a critical factor that can have either positive or negative impacts (DAVIS;NEWSTROM, 1996). 

The objective of this research is to demonstrate, through studies with leaders and  subordinates, the role of assertive communication in organizational behavior. Communication models have always been present in the development and evolution of  organizational strategies. In the times we live in today, it is necessary to understand the  complexity of communication in the management of organizations. 

We live in an era where transformations occur daily, and communication must keep  pace with innovations and new management logic. 

This project will address the importance of assertive communication in organizational  behavior. For this, research conducted with leaders and subordinates will be presented. 

Materials and Methods 

To carry out this research, a questionnaire was developed to understand how  communication is conducted in a multinational certification company and to identify possible  failures as well as areas for improvement to achieve more assertive communication within the  organization 

Below is the questionnaire that was applied: 

1- What is your age? 

Between 18 and 25 years 

Between26 and 32 years 

Between 33 and 39 years 

Between 40 and 46 years 

Between 46 and 53 years 

Between 53 and 60 years 

Over de 60 

2- What is your level of education? 

Elementary School – Completed 

Elementary School – Incomplete 

High School – Completed 

High School – Incomplete 

College – Completed 

College – Incomplete 

Post-Graduation – Completed 

Post-Graduation – Incomplete 

Master’s Degree – Completed 

Master’s Degree – Incomplete 

3 – How long have you been working at the current company? 

Less than 1 year 

More than 2 years 

More than 5 years 

More than 10 years

4 -What is your gender? 

Female 

Male 

Prefer not to say 

Other 

5- What is your current position? 

I am both a leader and a subordinate 

I am only a leader 

I am a subordinate 

6 -Which channels do you currently receive communications from in your company? Email 

Communication apps (Skype, Teams, Zoom) 

Phone calls 

In-person meetings 

Company bulletin board 

Intranet 

Informal conversations with colleagues 

7 – Of these communication channels, which one do you prefer to receive  communication from? 

Email 

Communication apps (Skype, Teams, Zoom) 

Phone calls 

In-person meetings 

Company bulletin board 

Intranet 

Informal conversations with colleagues 

8 – Do you agree that communication is extremely important for performing your tasks  today? 

Partially agree 

Partially disagree 

Completely agree 

Completely disagree 

Neither agree nor disagree 

9 – Are the communication channels and information you receive today effective and  sufficient? 

Partially agree 

Partially disagree 

Completely agree 

Completely disagree 

Neither agree nor disagree 

10 – Do you believe that assertive communication can positively impact the  improvement of your productivity? 

Partially agree 

Partially disagree 

Completely agree 

Completely disagree

Neither agree nor disagree 

11- Which of the following options has the most negative impact on your productivity  today? 

Lack of clarity in the communication received 

Lack of objectivity about what exactly I am supposed to do based on the  communication received 

Lack of empathy in the communication received, causing demotivation and discouragement 

None of the above 

All of the above 

12 – What are the main communication barriers for you? 

13 – If you believe there are communication failures, what changes and/or  improvements do you suggest? 

To obtain the research results, the questionnaire was applied without requiring the 24  participants to identify themselves, maintaining the confidentiality of the respondents. 

Results and Discussion 

After conducting research among leaders and subordinates, below are the results and  discussions for each question asked. 

Here is the link to the research conducted via Google Drive: 

https://docs.google.com/forms/d/e/1FAIpQLSfZW0YARfQFi6zomEuuJzY6EpN0_DmWgl2_R32 Xck2bf-OYfw/viewform?usp=sf_link 

Figure 1 

The majority of respondents (50%) are between 26 and 32 years old, followed by  (20.8%) between 40 and 46 years old, and in third place (16.7%) between 33 and 39 years old, as shown in the chart in Figure 1. 

Figure 2 

The majority of respondents (45.8%) have a postgraduate degree, followed by (29.2%)  with a completed undergraduate degree, and in third place (12.5%) with an incomplete  undergraduate degree, as shown in the chart in Figure 2. 

Figure 3 

More than 40% of respondents have been working at their current company for over  two years, which suggests that they already have a high level of knowledge regarding the  communication channels and their importance within the company, as shown in the chart in  Figure 3.

 Figure 4 

Among the respondents, 66.7% are female and 33.3% are male, as shown in the chart  in Figure 4. 

Figure 5 

Among the respondents, 54.2% are only subordinates, 33.3% are both leaders and  subordinates, and 12.5% are only leaders, as shown in the chart in Figure 5.

Figure 6 

The majority of respondents (83.3%) receive communication mostly through email,  followed by (75%) through communication apps, and in third place (54.2%) through in-person  meetings, as shown in the chart in Figure 6. 

Figure 7 

Among the communication channels through which respondents receive information,  the most preferred is email (37.5%), followed by (29.2%) communication apps, and in third  place (25%) in-person meetings, with phone calls being the least preferred, as shown in the  chart in Figure 7.

Figure 8 

95.8% of respondents agree that communication is extremely important for carrying out  their daily tasks, as shown in the chart in Figure 8. 

Figure 9 

Only 25% of respondents completely agree that they receive effective and sufficient  communication. The remaining 75% agree that there is a need for some improvement in the  communication channels and information they receive today, as shown in the chart in Figure  9.

Figure 10 

100% of respondents agree that assertive communication can positively impact the  improvement of their productivity, consequently leading to improved results for the  organization, as shown in the chart in Figure 10. 

Figure 11 

In first place, 33% of respondents indicated that the biggest negative impact on their  productivity is the lack of empathy in the communication they receive, highlighting the need for  leaders to improve their communication performance. It is not just the channel through which  information is received, but also how it is conveyed, written, or presented. In second place,  25% of respondents agree that the lack of objectivity in what exactly they need to execute in  the communication they receive negatively impacts their productivity, as well as the lack of  clarity and empathy, as shown in the chart in Figure 11.

12- What are the main communication barriers for you? 

Out of the 24 respondents, 16.7% pointed to the lack of empathy as the main barrier,  8.3% indicated that the lack of objectivity is the issue, and 12.5% identified the lack of clarity in  the communication they receive. 

13- If you believe there are communication failures, what changes and/or  improvements would you suggest? 

Out of the 24 respondents, only 1 did not suggest any improvements. Among the  suggested improvements, the most notable were: transparency of organizational information,  objectivity and clarity in communication, putting oneself in the other person’s shoes (empathy),  also highlighting the positive aspects, and improving the way communications are delivered. 

Conclusion 

This research concluded that assertive communication is extremely important in  organizations, not only for maintaining a positive workplace environment but also for its impact  on the overall productivity of the organization. 

It was also found that respondents prefer to receive communication via email and  communication apps; however, they agreed that there is a lack of empathy, clarity, and  objectivity in communication through these channels. This lack of assertiveness negatively  impacts the productivity of subordinates and, consequently, the entire organization. 

It was observed that 100% of respondents agree that assertive communication  positively impacts the productivity of their tasks, proving how important it is for organizations to  focus on training their employees in proper communication methods and investing in good  communication channels. 

The research results also concluded that there are barriers to communication, whether  in the role of leader or subordinate, and that improvement measures could be taken, as it was  confirmed that these issues negatively impact their activities. Thus, the pursuit of assertive  communication is necessary to achieve the goals and objectives expected by the organization. 

Acknowledgment 

First, I want to thank God for my life. Secondly, I would like to thank my husband, who  supported me throughout this time of dedication to the MBA and dissertation. I would also like  to express my gratitude to my advisor, Ana Paula Dário Zocca, for all the guidance and  teaching she provided to me and to this research. Lastly, but not least, I want to thank all the  MBA Business Management professors at USP – ESALQ for each class, their time, and their  dedication in teaching us with such excellence.

References 

BURBRIDGE, A.; BURBRIDGE, M. Conflict Management. The Corporate World Challenge.  Saraiva, 2012. 

GENELOT, D. Managing in Complexity — Reflections for the Use of Leaders. 3rd ed. Paris:  Insep Consulting, 2001. 

BUENO, WILSON DE COSTA. Applied Social Sciences. Corporate Communication, 2014. MAXWELL, John C. Winning with People. Thomas Nelson Brasil, 2007. 

FERREIRA, A. B. H. New Aurélio Dictionary of the Portuguese Language. São Paulo: Saraiva,  2010. 

TAVARES, M. Corporate Communication and Communication Plans: Integrating Theory and  Practice. 3rd ed. São Paulo: Atlas, 2010. 

DAVIS, K.; NEWSTROM, J.W. Human Behavior at Work: An Organizational Approach. São  Paulo: Cengage Learning, 1996. v. 2. 

SILVA, R. P.; BONDIOLI, E. A.; LA CUEVA, J. F. Assertive Behavior in Negotiation  Techniques. In: CONVIBRA ADMINISTRATION – BRAZILIAN VIRTUAL ADMINISTRATION  CONGRESS, 7th ed., 2009, São Paulo. Proceedings… São Paulo, 2009.


1Commercial Manager. Rua roma 71 –Vila Romana – Zip Code 05050-090 – São Paulo (São Paulo), Brasil.  * corresponding author.: bruna.ams@outlook.com
2MBA/ESALQ – Mestre em Administração – Street: Alexandre Herculano, 120, room T4 – Vila Monteiro – Zip  Code 13.418-445 – Piracicaba (São Paulo), Brasil