A Glocal Approach to Leadership Communication: Insights From Muslims in the MENA Region

By adopting a glocal approach that integrates Islamic values with globally generalized leadership communication types, this study theoretically proposes and empirically develops a scale of multinationals’ leadership communication in the MENA region based on expectations of local Muslims. Through an online survey in this region, the study identified three essential dimensions of Muslim participants’ shared expectations of leadership communication: benevolent-paternalistic leadership communication, transformational leadership communication, and recognition of Islam. Specifically, Muslim participants in this study expected leaders to communicate as benevolent paternal figures who inspire and support employees through open, honest, and mutual consultation. They also expect leaders to demonstrate transformational communication, characterized by care, wisdom, and innovation, while showing recognition and respect for Islamic ethics and values. Furthermore, the findings reveal that Muslims prefer interpersonal communication channels over mediated ones.