In Australia, Kantabutra (2003) found that store manager visions containing
reference to customer and staff satisfaction were significantly correlated to customer
and staff satisfaction in Australian apparel stores. Sales, customer, employee and
leadership were four frequently mentioned vision content elements in this study, which
is not surprising because all are strategically important to acquire or maintain a
leadership position in the market. Moreover, Rafferty and Griffin (2004), drawing on
their study of a large Australian public sector organisation, suggest that visions do not
always create a positive impact on follower attitudes, and that one should distinguish
between “strong” and “weak” visions as well as vision content to see their
effectiveness. This suggestion gains support from Senge’s (1990, 1991) view of
negative and positive visions discussed earlier. More recently, Kantabutra (2008a)
found in Thai retail stores that visions containing images about leadership were
positively correlated with customer satisfaction.