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Companies operating across borders face greater challenges in ensuring compliance with the strategy in different cultural context.Recent research evidence shows the cognitive and emotional benefits of utilizing visual representations of knowledge in organizations.This study aims to test if mapping acorporate strategy visually can improve the attitude toward the strategy and the intention to comply with it.An experiment is conducted comparing two knowledge maps to a textual version of the same company strategy.In order to measure attitude toward the strategy,a scaleis developed and tested in Europe and China.The study outcome provides a parsimonious and effective tripartite scale of attitude with cognitive,affective and behavioral components.The scale is then applied to a different sample to test the effect of mapping the strategy visually on attitude toward the strategy,and to test if the effect is persistent in Europe and China.The results of the experiment show that subjects exposed to the visual conditions had a significant more positive affective and cognitive attitude toward the content.