El presente trabajo de investigación busca analizar la gestión de la comunicación corporativa en tiempos de pandemia por la COVID-19. Para ello, se recopiló información del Centro Cultural Continental a través de un seguimiento minucioso en su única red social, fanpage, entrevistas a expertos en gestión cultural del ámbito local, nacional e internacional y a los seguidores del CCC. Como resultado del análisis presentamos una propuesta de plan estratégico de comunicación para ser aplicado en el CCC. Poniendo énfasis, como maestrantes a DIRCOM, el tratamiento adecuado de la comunicación y alineada a los objetivos estratégicos de la empresa. La propuesta busca corregir las falencias identificadas en el manejo de la comunicación del CCC. El documento será presentado para su análisis y uso con el anhelo de que sea implementado y aporte a la mejora de la gestión de la comunicación que redunde en la notoriedad del CCC, impactando positivamente en la imagen.   Concluimos que el plan estratégico de comunicación permite preparar escenarios que faciliten el desenvolvimiento de esta área cultural de manera óptima ante situaciones de crisis de gran magnitud. / This research work seeks to analyze the management of corporate communication in times of a COVID-19 pandemic. To do this, information was collected from the Continental Cultural Center through a meticulous follow-up on its only social network, fanpage, interviews with experts in cultural management at the local, national and international levels and with the followers of the CCC. As a result of the analysis, we present a proposal for a strategic communication plan to be applied in the CCC. Emphasizing, as future DIRCOM, the proper treatment of communication and aligned with the strategic objectives of the company. The proposal seeks to correct the flaws identified in the CCC's communication management. The document will be presented for analysis and use with the hope that it will be implemented and contribute to the improvement of communication management that results in the notoriety of the CCC, positively impacting the image. We conclude that the strategic communication plan allows to prepare scenarios that facilitate the development of this cultural area in an optimal way in the face of large-scale crisis situations. / Trabajo de investigación

In the light of a market that showcases increased hesitation and skepticism over green marketing and environmental communication, is the necessity of a well executed corporate communication greater than ever. What can be seen on the market is corporations that are unintentionally using motive greenwashing as a tool for attracting and persuading consumers to favour the corporations image. Prior research within green marketing has put a large focus on greenwashing in product context and the effects of it on consumer behaviour. In this study greenwashing is examined in a communication context and its effect on different aspects of consumer behaviour and attitude.

Actualmente, las empresas invierten en diversas herramientas de gestión en busca de generar mayores resultados empresariales, por lo que la comunicación corporativa y el canal juegan un papel importante para fortalecer las relaciones con los stakeholders. Teniendo esto en cuenta, la presente investigación se plantea como propósito mostrar las posturas principales que generan controversia sobre qué canal de comunicación tiene mayor impacto en los resultados empresariales en organizaciones de diversos sectores, como el hotelero, de servicios, entre otros. Cabe mencionar que estos estudios fueron publicados entre el periodo 2015-2020. Los resultados obtenidos de los artículos presentados mencionan el uso del canal digital y del tradicional para comunicar a las partes interesadas temas como responsabilidad social, comunicación interna (endomarketing), comunicación externa y marketing, así como sobrellevar situaciones de crisis y mitigar las barreras de comunicación que pueden darse al momento de interactuar comercialmente en el mercado internacional. En lo referente a las conclusiones del estudio, algunos autores se orientaron por generar relaciones comerciales empleando los canales digitales como redes sociales, inteligencia artificial, sesiones online, entre otros, a fin de conseguir mejores resultados empresariales. Mientras que otros autores abordaron la comunicación tradicional para fortalecer las relaciones con cercanía y empatía, pues afirmaron que de ese modo se obtienen mejores resultados en el desempeño empresarial. / Currently, companies seek to generate greater business results by investing in various management tools, where corporate communication and the channel play an important role in strengthening relationships with stakeholders. The purpose of this article is to show the main positions that generate controversy about which communication channel has a greater impact on business results in organizations from various sectors such as hotels, services, among others. It is worth mentioning that these studies were published between 2015 and 2020. The results obtained from the articles make mention of the use of the digital channel and the traditional channel to communicate to stakeholders issues such as social responsibility, internal communication (endomarketing), external communication and marketing, and to cope with crisis situations as well as mitigate the barriers of communication that can occur when interacting commercially in the international market. Finally, the conclusions of the study, some authors are oriented to generate commercial relationships using digital channels such as social networks, artificial intelligence, online sessions, among others to have better business results. While other authors are oriented by traditional communication to strengthen relationships with closeness and empathy, they affirm that in this way better results are obtained in business performance. / Trabajo de Suficiencia Profesional

This thesis uses Fairclough’s three-dimensional model for critical discourse analysis to investigate the newly ratified EU directive Empowering the Consumers for a Green Transition (ECGT). By using the fundamental philosophical assumptions of discourse analysis, framing theory, and active audience theory, the thesis investigates how the notions of greenwashing and consumers are discursively constructed in the directive. As well as how solutions to combating greenwashing are discursively constructed. The thesis finds that greenwashing is mainly constructed as a communication-related phenomenon using misleading explicit claims in corporate and organizational communication. Furthermore, greenwashing is constituted as a misleading communication and unfair market practice rather than being related to environmental aspects. When it comes to consumers, they are attributed a key role in driving the green transition of the EU region. However, as an audience, they also lack empowerment due to their lack of inability to assess environmental claims in media texts critically. Moreover, the proposed solutions and strategies for combating greenwashing should be implemented so that it does not affect the current market mechanism. While greenwashing communication should be prohibited according to the directive, the document does not address how identified negative consumption patterns should be altered. However, the directive leaves out several greenwashing communication strategies currently being used on the market. Leaving a potential loophole for latent and more sophisticated greenwashing practices to continue. Thus implicating the EU’s explicit goal to achieve a green transition and the reduction of misleading communication practices related to the environment in the region.

La RSC cumple en la comunicación externa una Rol fundamental en el crecimiento de la imagen de las empresas porque forma la percepción que tienen los públicos, por lo que es importante saber si verdaderamente realizan dichas acciones y como las dan a conocer. Por consiguiente, la presente investigación tuvo como objetivo principal analizar la responsabilidad social corporativa de las empresas textiles H&M y ZARA. Como objetivos específicos se identificó las acciones de la RSC de H&M y Zara. Asimismo, se explicó los mensajes online que transmiten las acciones de la RSC de las compañías. Además, de comparar las actividades de responsabilidad social corporativa de H&M y Zara. Se usó una metodología cualitativa con paradigma naturalista, bajo el enfoque hermenéutico. Se llegó a la conclusión de que H&M y Zara si realizan acciones de Responsabilidad social corporativa, mediante posts, ya sean vídeos e imágenes. Además, se logró conocer las opiniones de las personas y sus reacciones frente a los mensajes transmitidos por las redes sociales de las empresas textiles. / CSR fulfills a fundamental function in external communication in the growth of the image of companies because it forms the perception that the public has, so it is important to know if they really carry out these actions and how they make them known. Therefore, the main objective of this research was to analyze the corporate social responsibility of the textile companies H&M and ZARA. The CSR actions of H&M and Zara were identified as specific objectives. Likewise, the online messages that transmit the CSR actions of companies were explained. Also, compare the corporate social responsibility activities of H&M and Zara. A qualitative methodology with a naturalistic paradigm was used, under the hermeneutic approach. It was concluded that H&M and Zara do carry out Corporate Social Responsibility actions, through publications, whether they are videos or images. In addition, the opinions of the people and their reactions to the messages transmitted by the social networks of the textile companies will be known.

Title: Corporate Identity of the Czech Olympic Committee Objectives: The thesis contains an analysis of recent image of corporate identity (CI) of the Czech Olympic Committee. The main objective of the thesis is an evaluation of the CI of the organization and a comparison with the arranged theoretical knowledge of contemporary literature. The outcome of the analysis is the suggestions and references to improve the area of CI. All of these suggestions will help to create new projects and more effective CI of the following organization. Methods: The thesis could be divided into two parts. The first part - theoretical - is dealing with the problems of theoretical knowledge which is available in the contemporary literature. The second part of the thesis contains the analysis, the comparison, the critical evaluation and suitable (realistic) recommendations for the creation of the optimal CI. The relevant data were obtained from the available documents and from the interviews with the members of the organisation. The rest of the data was obtained from author's personal expierence from the organisation where participated in an internship. Results: The analysis of CI shows the current status and quality of work of the Czech Olympic Committee, full of quality work with a purpose and the effort of the change...

The aim of this study is to investigate the effectiveness of the internal communication, as a dimension of internal marketing, in a global multicultural company. The study was based on a conceptual model that is a miscellany of theoretical concepts of how to create effective internal marketing communication for global organizations. Through the investigation of the company referred to as Alpha, a quantitative study across six countries was conducted to further the knowledge on how to address the needs of internal customers and adjust the internal marketing strategy thereafter. A questionnaire was sent to a random sample, with a response rate of 215 employees that together reflected the total population of 2831. Through the usage of ANOVAs, the findings displayed significant differences of how the employees in all countries perceived the internal communication at Alpha. The study also compared differences within two countries where there was enough data to investigate differences between categories of employees, these results were not significant. In general, it can be said that the results were grouped by the differences of the three European countries against the three non-European countries. Another prominent finding was that China was separated from the other countries, this was also the instance collectively shown for Sweden and Finland as they were often grouped together. The implications are that possible differences in business culture may have affected these results, which further studies need to investigate. The results jointly report that the internal customers are not satisfied with the internal communication. The conclusion is that the needs of the employees at Alpha should be addressed much further, as a part of the company internal marketing communication strategy.

Il progetto di tesi si basa su uno studio di carattere qualitativo focalizzato a costruire un framework teorico relativo ai processi di comunicazione lungo la Supply Chain (SC), identificando come la stessa comunicazione sia in grado di supportare il complesso processo di Supply Chain Management (SCM) sia sul piano strategico, sia sul piano operativo. Il progetto di tesi si articola quindi in tre parti specifiche: 1. una review sistematica e critica della letteratura internazionale sui temi della Supply Chain e della comunicazione che fornisce un’analisi approfondita del dibattito internazionale sui processi relationship-based della SC, evidenziando inoltre il fondamentale ruolo della comunicazione nello scambio di flussi sociali, informativi e fisici tra i partner; 2. due studi esplorativi di tipo induttivo-deduttivo che costruiscono una mappatura concettuale preliminare dei ruoli e dei canali di comunicazione che supportano le fasi strategiche ed operative del SCM; 3. uno studio Grounded Theory (GT) progettato sulla base dei risultati emersi dai precedenti studi preliminari e basato su una ricerca empirica approfondita che ha coinvolto SC executives e managers di aziende italiane ed internazionali. / The Ph.D. research project is based on a wide qualitative study aimed at building a theoretical framework of the communication processes along the SC identifying how communication supports strategic and operational SCM and providing managerial insights on how to make an effective and efficient use of communication resources over time. The project emphasizes how relationships and processes are affected by communication flows, depicting the links among SC processes, communication and SC performance dimensions. More specifically, the project methodological design is articulated in three subsequent interrelated research phases: 1. a systematic and critical literature review on SC and communication providing a focused analysis of the international debate on SC relationship-based processes highlighting communication as an enabler of social, information and physical flows among SC partners; 2. a two-step exploratory inductive-deductive study aimed at building a preliminary conceptual mapping of communication roles and channels supporting strategic and operational SCM; a comprehensive Grounded Theory (GT) study designed according to emergent insights from both the preliminary inductive-deductive analysis carried out and an in depth empirical research investigating widespread SC communication representations, practices and aspirations.

Made available in DSpace on 2016-08-03T12:29:48Z (GMT). No. of bitstreams: 1 Anap1-150.pdf: 1261470 bytes, checksum: b2621bfda6c744c73f0aad7c82032d35 (MD5) Previous issue date: 2013-04-08 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This study about Management Media Relations (MMR) at private Universities aims to identify and analyze how this area of Business Communication has worked for the following Higher Education Institutions (HEI) in São Paulo: Ibirapuera University, University of Santo Amaro, University city of São Paulo and Paulista University, corpus defined based on previous exploratory research. This study we demonstrate the importance of MMR as part of strategic intelligence sector in the HEI. Thus, we believe that this area of Business Communication can contribute, through the symbolic power relations that are established in the media, for the recognition and appreciation of these institutions in the educational setting current Brazilian. This study aims, analyze contributions of MMR in building an image of credibility and reputation of the HEI; we seek also reflect on the theory and practice Corporate Communication sector through empirical research, observing their communication structure and actions taken and analyzes relating to the concepts found in the references about this theme. Diverse methodological techniques and instruments were used to achieve the objectives proposed in this study, including the documentary analysis, bibliographic research, semi-structured interviews and content analysis. Observed through this study that the practice of GRM remains incipient in those institutions where the main focus of strategic thinking and communication planning is in advertising actions, in policies of internal communication and basic actions, if not punctual press relations. / Este estudo sobre a Gestão de Relacionamento com a Mídia em universidades privadas pretende avaliar como esta área da Comunicação Empresarial tem sido conduzida pelas seguintes Instituições de Ensino Superior de São Paulo: a Univ. Ibirapuera, a Univ. de Santo Amaro, a Univ. Cidade de São Paulo e a Universidade Paulista, corpus definido com base em pesquisa exploratória prévia. Buscamos demonstrar neste estudo, o papel fundamental da GRM, sendo considerada como parte da inteligência estratégica das IES. Sendo assim, entendemos que esta área da Comunicação Empresarial pode contribuir, por meio das relações de poder simbólico que se estabelecem na mídia, para o reconhecimento e a valorização dessas instituições no cenário educacional brasileiro atual. Este estudo tem como objetivos, verificar as contribuições da GRM na construção de uma imagem e reputação de credibilidade das IES; Buscamos também refletir sobre a teoria e prática Comunicação Empresarial no setor por meio de pesquisa empírica, observando sua estrutura de comunicação e ações realizadas e relacionando as análises aos conceitos encontrados nas referências bibliográficas sobre o tema. Técnicas e instrumentos metodológicos diversos foram utilizados para alcançar os objetivos propostos neste estudo, entre eles, a análise documental, a pesquisa bibliográfica, entrevistas semiestruturadas e a análise de conteúdo. Observamos por meio deste estudo que a prática da GRM se mantém insipiente nessas instituições, onde o foco principal do pensamento e planejamento estratégico de comunicação está nas ações publicitárias mercadológicas, em políticas de comunicação interna e ações básicas, quando não pontuais de assessoria de imprensa.

Made available in DSpace on 2016-08-03T12:30:33Z (GMT). No. of bitstreams: 1 1- PRE TEXTO.pdf: 26558 bytes, checksum: 0640d9f2356dd4a2c9f842eb0a2c1c7e (MD5) Previous issue date: 2007-04-25 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This project has, as it's main issue the study of the Corporate Communication of Philip Morris Brazil, a subsidiary of Philip Morris International, one of the largest Tobacco Companies Worldwide. The objective of this research is to demonstrate how Philip Morris Brazil communicates and relates itself with its different targets: the community, the retail and young end-users, and also which strategies it uses to establish and maintain this relationship, guaranteeing its sustainability. Another important issue of the study is to understand how the company advertises its products and stimulate the use of cigarettes in Brazil, on behalf of a Brazilian Legislation that strongly restricts the Advertisement of cigarettes on the main national media.(AU) / Este projeto tem como tema central o estudo da comunicação corporativa da Philip Morris Brasil, subsidiária da Philip Morris International, uma das maiores industria de tabaco do mundo. Os objetivos desta pesquisa é demonstrar como a Philip Morris Brasil se comunica e se relaciona com seus públicos de interesse, a comunidade, o varejo e os consumidores jovens e que estratégias ela utiliza para estabelecer e manter este relacionamento, garantindo assim a sua sustentabilidade. Outro fator importante é entender como a empresa divulga o seu produto e estimula o consumo do cigarro no Brasil sabendo-se que a legislação brasileira impõe uma forte restrição à propaganda do cigarro nas principais mídias nacionais.(AU)