Painting a Rosy Picture? The Impact of Supply Chain Rich Media Vision Communication on Economic Performance: The Signaling Theory Perspective

As products and services become increasingly complex, manufacturers need to communicate vision with their supply chain (SC) collaborators to effectively lead them and mobilize resources in SCs. This study proposes the concept of SC rich media vision communication, classifies it into internal, supplier, and customer rich media vision communication, and investigates their antecedents and performance consequences considering the moderating impacts of environmental dynamism. Using data collected from 200 Chinese manufacturers, we find that internal rich media vision communication positively affects supplier and customer rich media vision communication. All three types of rich media vision communication contribute to improved economic performance. Environmental dynamism strengthens the positive relationship between customer rich media vision communication and economic performance, but weakens the link between supplier rich media vision communication and economic performance. Additionally, long-term relationship orientation with supplier/customer enhances supplier/customer rich media vision communication, and team culture facilitates internal rich media vision communication. This research advances the understanding of communicating vision with SC collaborators by introducing the concept of SC rich media vision communication, identifying its internal and external drivers, evaluating its impact on economic performance, and clarifying its effect boundary.