Comunicación estratégica para promover los valores y cultura corporativa

Rosales, Arellys; Montilla, Parmenia; Moreno, Fidel
September 2009
Revista Daena (International Journal of Good Conscience);2009, Vol. 4 Issue 2, p229
Academic Journal
Managers of organizations must be conscious of the responsibility that involves communicating and developing a solid corporative identity, based mainly in values, constituting themselves in the basic principles of the company. This article frames the importance of communication as management tool to promote culture and identity in organizations, guaranteeing a sense of serenity as well as engaging organizational and individuals values. A reflection is supported by experts theoreticians in the subject due to the importance that management of communicational system has in the projection and development of the identity and organizational culture. In this sense, communication strategies involving values were suggested as valuable tools to high management for the development of corporative identity. In conclusion, all these values will allow to focus the identification of communication foment - in perception in public, achieving the objectives already suggested.


Related Articles


    Organizational values are a complex concept that can be observed from various perspectives, including that of their acceptance in the organization. According to this criterion, accepted, actual and desired organizational values can be distinguished, while the combination of the accepted and...

  • AN OVERVIEW ON VALUE MANAGEMENT AND ITS CURRENT PRACTICES IN THE CONSTRUCTION INDUSTRY: MALAYSIA AS A CASE STUDY. Omran, Abdelnaser; Pakir, Abdul Hamid Kadir // International Conference on Economics & Administration Proceedin;Nov2011, p41 

    The primary reason for any client implement a Value Management (VM) study is to achieve value improvement and financial savings while maintaining the required levels of quality and performance. However, value management is seen as capable of delivering significant savings in cost and...

  • ORGANIZATIONAL VALUES FOR PRODUCT INNOVATIONS IN MANUFACTURING COMPANIES. Egger, Carolin // International Multidisciplinary Scientific Conference on Social ;2014, p381 

    The purpose of this paper is to show the impact of organizational values on product innovation in manufacturing companies on the basis of former literature insights and empirical evidence from 81 Austrian and German companies. The first section includes the results of an in-depth content...

  • Communication to Self in Organizations and Cultures. Broms, Henri; Gahmberg, Henrik // Administrative Science Quarterly;Sep83, Vol. 28 Issue 3, p482 

    Two modes of communication are defined that distinguish between cultural groups: The first mode is communication in the traditional sender-receiver sense; it adds quantitatively to the receiver's knowledge. The second mode is autocommunication, communication to oneself. Autocommunication is...

  • THE I CHING: AN ANCIENT CHINESE HANDBOOK SUITABLE FOR ACHIEVING CORPORATE RESPONSIBILITY. Young, Stephen B. // Journal of International Business Ethics;2011, Vol. 4 Issue 2, p30 

    Use of the I Ching as a guide to business social responsibility can be recommended. Roughly speaking, the I Ching presents 64 states of yin and yang intermingled in different combinations of each. One state is pure yang; another is pure yin. The 62 other states have some part yang and some part...

  • How Important is "Organizational Culture" for Implementation of a Successful Strategy? Khanolkar, Vishakha; Khan, Simeen A.; Gupta, Shiv K. // National Social Science Journal;Jan2012, Vol. 37 Issue 2, p83 

    The article discusses the important components of an organizational culture. It highlights the meaning and definition of organizational culture, which attributes to the company's procedures, strategies, and ethics. It also mentions the significant role of business leaders in developing...

  • TIME COMPRESSION IN TURBULENT ENVIRONMENTS. PACHECO-DE-ALMEIDA, GONÇALO // Academy of Management Annual Meeting Proceedings;2009, Vol. 2009 Issue 1, p1 

    Leader firms may not always have incentives to accelerate the development of new advantages when they experience shorter periods of sustainable competitive advantage. Indeed, faster imitation and innovation by rivals undermine not only the current advantage of the leader firm, but also the...

  • Finding alignment. Marowske, Gary // Smart Business Detroit;Sep2009, Vol. 5 Issue 6, p9 

    The article discusses how a single culture unifies employees, according to Gary Marowske, president of FLAME Heating, Cooling & Electrical. He explains that what the company needs in order to create single culture is to articulate values, live what one preaches and squelch rumors that contradict...

  • The Role of Organisational Stakeholders in the Formulation of Values Statements. Jaakson, Krista // Working Papers in Economics;2008, Vol. 25 Issue 168-180, p41 

    Although the literature on organisational values is plentiful, little is known about the process of formulating the statements that reflect those values in an organisation. Furthermore, the way that stakeholder groups are treated in the existing literature is dramatically different when it comes...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics