Our research at the Academy of Management Meeting 2015

April 15, 2015

I’m very honored to have all my 3 papers accepted at the next Academy of Management meeting in Vancouver this August 2015!

The first paper is: “Intercultural Groups and Visual Collaborative Systems: Increasing Structuring to Improve Precision.” written in collaboration with Alice Comi of Aalto University, Finland. In this paper we present the results of an experiment in which groups of 5 managers from different nationalities worked together. Our results show, as predicted, that when a digital visual template is provided, both nationally homogeneous and nationally diverse groups perform better than when no visual support if provided.

The second paper is “The Effect of System-embedded Visual Restrictiveness on Experience Sharing.” co authored with Alexander, E., and Eppler, M. J. has been selected as best paper and will be included in the conference proceedings. The study examines the effects of visual restrictiveness on group process and outcome and finds that a medium level of visual restrictiveness leads to significantly better performances compared to no support or to a highly restrictive system.

The third paper is “A Visual Re-Play Methodology for Group Discussion Analysis.” co-authored with Elitsa Alexandered and Martin Eppler, reports an innovative mixed methods methodology for the analysis on group discussion through the replay of screen captures.

IBM Watson

March 12, 2015

At the University of St. Gallen we just had a presentation on IBM Watson, the impressive 3000 core technology developed by the IT giant.

My favourite application of Watson in the healthcare field and can be seen in the picture below: Watson helps doctors and hospitals identify patients illnesses based on symptoms and personal history (which includes all medical records of the patient). Watson “cognitive” abilities are really impressive: you can type the patient symptoms and in less than a second Watson proposes a list of illnesses. The doctors can then improve the system by giving “feedback” to Watson, which in turns learns to improve its predictions. Very impressive! I can already imagine very useful apps in healthcare to support healthcare staff in remote areas of the world and in particular for the poorest patients who cannot afford to travel to hospitals to get a medical checkup.

IBM Watson presentation at the University of St Gallen

Extending TAM to Information Visualization: A Framework for Evaluation

February 25, 2015

Our research on Extending TAM to Information Visualization: A Framework for Evaluation is forthcoming in the Electronic Journal of Information System Evaluation.


Studies on the evaluation of information visualization techniques are flourishing, and related methodologies have been discussed in a growing number of recent studies. Yet, these evaluations concentrate mostly on usability measures and cognitive evaluations. In contrast, this contribution focuses on the various factors that drive the adoption of information visualization techniques. The Technology Acceptance Model and the Diffusion of Innovations theory are deployed to develop a framework for evaluating information visualization adoption. These seminal theories are extended and adapted to Information Visualization, resulting into a framework with three main dimensions: perceived ease of use, perceived usefulness, and perceived authority. The application of this theoretically-based evaluation framework is illustrated through positive and negative examples. As many visualization solutions have not achieved a wide use, the question of which factors foster their adoption seems to be a particularly relevant yet under-researched topic.


Bresciani, S. & Eppler M.J. (2015). Extending TAM to Information Visualization: A Framework for Evaluation. Electronic Journal of Information System Evaluation, Vol 18(1).

Global Managerial Communication ISP course

February 23, 2015

We are ready to start the Global Managerial Communication course at the ISP MBA!

Here you can find the course material, and here is the course presentation:

Global Managerial communication ISP MBA St Gallen

In the course we will have several interactive activities and two guest lectures: Ms. Ashwanden on February 24th and Prof. Dr. Anick Tonti on March 10th. Prof. Tonti is a diplomat who works at the Swiss Agency for Cooperation and development: she will help us understand and communicate better in the Arab World.

I’m looking forward to meet the participants!

Knowledge Scaffolding Visualizations: a Guiding Framework

February 20, 2015

Our article “Knowledge Scaffolding Visualizations: a Guiding Framework” is forthcoming in Knowledge Management & E-Learning: An International Journal.


In this paper we provide a guiding framework for understanding and selecting visual representations in the knowledge management (KM) practice. We build on an interdisciplinary analogy between two connotations of the notion of “scaffolding”: physical scaffolding from an architectural-engineering perspective and scaffolding of the “everyday knowing in practice” from a KM perspective. We classify visual structures for knowledge communication in teams into four types of scaffolds: grounded (corresponding e.g., to perspectives diagrams or dynamic facilitation diagrams), suspended (e.g., negotiation sketches, argument maps), panel (e.g., roadmaps or timelines) and reinforcing (e.g., concept diagrams). The article concludes with a set of recommendations in the form of questions to ask whenever practitioners are choosing visualizations for specific KM needs. Our recommendations aim at providing a framework at a broad-brush level to aid choosing a suitable visualization template depending on the type of KM endeavour.


Alexander, E., Bresciani, S. & Eppler, M. J. (forthcoming). Knowledge Scaffolding Visualizations: a Guiding Framework. Knowledge Management & E-Learning: An International Journal (KM&EL).

Branding Approaches of Start-Up Companies

February 18, 2015

My book on “Branding Approaches of Start-Up Companies: An Exploratory Analysis of Current Practices in Switzerland” is now available on Amazon.

Book content:

This book presents the approach to branding activities of the biggest start-up companies of Switzerland. The goal is to analyze the practices and the level of reception of branding concepts by newly created companies. For this purpose, fifteen start-up companies in Switzerland were studied and compared from the branding and corporate communication point of view. Even though a vast literature covers the topic of branding for well-established companies, still very few studies focus on the crucial starting phase of a company. The study took place in 2006 and analyzed the branding activities of fifteen among the largest Swiss start-ups. The companies are analyzed from a branding perspective through interviews, observations, website and logo analysis. Theoretical and practical implications are illustrated, with the aim to extrapolate useful information for entrepreneurs.


Visual Metaphors in Intercultural Context

December 11, 2014

Today I’ll be giving a guest lecture on “Visualization & Visual Metaphors in Intercultural Context” in the Management Atlas master course at the University of St. Gallen. Here you can find the presentation:


Presentation link: http://prezi.com/btzzspp-yfpt/?utm_campaign=share&utm_medium=copy&rc=ex0share

The references for this lecture are:

Bresciani S., Eppler M. (2010). Glocalizing visual communication in organizations, In: Bertagni, B., La Rosa M., Salvetti, F., Glocal working (pp. 233-251). Milan: Franco Angeli.

Bresciani, S. (2013). Organizational communication with visual mapping: Comparing East and West. In: D. Ingenhoff (Ed.), Internationale PR-Forschung (pp. 37-52). Konstanz: UVK Verlag.

Bresciani S. (2014). Do you see what I see? The effect of culture on the reception of visual communication. In: S. Poutiainen (Ed.), Theoretical Turbulence in Intercultural Communication Studies (pp. 81-100). Newcastle Upon Tyne: Cambridge Scholars Publishing.


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