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Propósito organizacional: elaboração de um modelo de comunicação
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.7 MB | Adobe PDF | |||
| 464.45 KB | Adobe PDF |
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Advisor(s)
Abstract(s)
O presente projeto apresenta como tema de estudo a gestão
estratégica e em como esta, através de um posicionamento
correto, pode comunicar de forma genuína o propósito de
uma organização. O propósito tem vindo a tornar-se fator
determinante para o sucesso das organizações. Nos últimos
anos os limites que separam as questões sociais e os
negócios têm vindo a tornar-se menos definidos.
Consequentemente, as organizações têm estado sobre
grande pressão psicológica, social e económica. Os
trabalhadores procuram por mais significado no seu
trabalho e, em simultâneo, os consumidores mostram-se
rigorosos nas suas escolhas, preocupando-se com os valores
das marcas e com o impacto dos produtos que consomem
no ambiente e sociedade. De modo a assumir um
posicionamento autêntico, é imperativo que o propósito seja
implementado holisticamente em toda a organização. No
entanto, perceber qual a melhor forma de comunicar este
propósito é ainda um enigma para as organizações. A partir
de uma revisão bibliográfica sobre o tópico juntamente com
a realização de entrevistas a quatro perfis de especialistas, é
elaborado um modelo de comunicação de propósito
organizacional que responde ao problema identificado com
uma possível contribuição para a autenticidade, longevidade
e sucesso das organizações.
This project presents Strategic Management as a study subject and how this, through a correct positioning, can communicate in an authentic way a company’s organizational purpose. Purpose has slowly and surely become a determining factor to a enterprise’s success. The boundaries between social issues and business have become less and less defined. Consequently, organizations have been under great psychological, social, and economic pressure. Employees are looking for more meaning to their job and, simultaneously, consumers express more rigor and concern in their choices, showing more concern about brand values and the impact of the products they consume on the environment and society. In order to assume a more authentic stance, it is imperative that purpose is implemented holistically throughout the organization. However, understanding how to best communicate this purpose is still a conundrum for most of organizations. Starting from a bibliographic review on the topic, along with interviews with four expert profiles, it’s developed a model for communicating organizational purpose that answers to the problem identified with a possible contribution to authenticity, longevity, and success of companies.
This project presents Strategic Management as a study subject and how this, through a correct positioning, can communicate in an authentic way a company’s organizational purpose. Purpose has slowly and surely become a determining factor to a enterprise’s success. The boundaries between social issues and business have become less and less defined. Consequently, organizations have been under great psychological, social, and economic pressure. Employees are looking for more meaning to their job and, simultaneously, consumers express more rigor and concern in their choices, showing more concern about brand values and the impact of the products they consume on the environment and society. In order to assume a more authentic stance, it is imperative that purpose is implemented holistically throughout the organization. However, understanding how to best communicate this purpose is still a conundrum for most of organizations. Starting from a bibliographic review on the topic, along with interviews with four expert profiles, it’s developed a model for communicating organizational purpose that answers to the problem identified with a possible contribution to authenticity, longevity, and success of companies.
Description
Keywords
Propósito organizacional Comunicação Autenticidade Organizações