La Comunicación Organizacional en la Gestión Empresarial: Retos y Oportunidades en el Escenario Digital
The market transformations that have been generated by global phenomena impact the organizational scenario. Organizational communication is one way to adapt to such changes, being a process of interaction, which goal is to achieve value cocreation in all contexts and with different audiences. Organi...
- Autores:
-
Pineda Henao, Alejandra Eugenia
- Tipo de recurso:
- Article of journal
- Fecha de publicación:
- 2020
- Institución:
- Universidad de los Llanos
- Repositorio:
- Repositorio Digital Universidad de los LLanos
- Idioma:
- spa
- OAI Identifier:
- oai:repositorio.unillanos.edu.co:001/1681
- Acceso en línea:
- https://repositorio.unillanos.edu.co/handle/001/1681
- Palabra clave:
- organización
gestión
comunicación
competitividad
estrategia
Revista GEON
Gestión
- Rights
- closedAccess
- License
- Universidad de los Llanos, 2020
| Summary: | The market transformations that have been generated by global phenomena impact the organizational scenario. Organizational communication is one way to adapt to such changes, being a process of interaction, which goal is to achieve value cocreation in all contexts and with different audiences. Organizational communication is a discipline based on the social and management sciences. Due to this, the Classic Schools theories refer to communication from an operational perspective, whose sole purpose is to promote order and productivity. However, organizational communication took other meanings that were endorsed from the Human and Systemic approaches. As a result, organizational communication is a facilitator and promoter of management and competitivity in the organization. From the perspective of an internal component, organizational communication facilitates the management and appropriation of organizational culture through the interaction of employees surrounding the actions of the organization. On the other hand, external communication promotes the reputational wok of the organization towards different audiences: clients, media, associations, industry associations, among others. Currently, organizational communication is facing significant challenges created by Information and Communication Technologies. The dynamics involved imply co-creation and building narratives through the use of digital platforms which objective is to strengthen the relationships with audiences, avoiding the compromise of target and goal achievement by the organization. This article is part of a theory review of a research project called Organizational communication strategies for digital scenarios used by SMEs. in the case of Manizales. |
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