Although information flow up and down the transport value chain is effective in improving co-ordination and morale in an organization, it has its own limitations. The top-down, or downward, communication system is general one-directional. Therefore, it does not encourage response from the lower level recipients. This eliminates the valuable information or responses among the recipients. Besides, the differences in expertise and status among the recipients does not them to share the same context understanding. Therefore, misinterpretation and misunderstanding of information are highly likely.