Submitted by Caroline Xavier (caroline.xavier@pucrs.br) on 2017-08-10T17:25:53Z No. of bitstreams: 1 DIS_LUCIANO_NUNES_SUMINSKI_COMPLETO.pdf: 3578352 bytes, checksum: 40b612a84fa9db5857c610dcb0a607ff (MD5) / Made available in DSpace on 2017-08-10T17:25:53Z (GMT). No. of bitstreams: 1 DIS_LUCIANO_NUNES_SUMINSKI_COMPLETO.pdf: 3578352 bytes, checksum: 40b612a84fa9db5857c610dcb0a607ff (MD5) Previous issue date: 2017-03-28 / Working with measurement of results in communication consists of monitoring the development of research strategies and management of business communication, transforming the approach to the subject into a contemporary interest whilst being bonded to a need of contemplating technological advances, which are multiplying fast. More than relevant, the measurement of results in communication is a real and promising possibility for the partial understanding of the influences of these multiple changes, including in the Organizational Culture. This study treats the subject by approaching concepts and practices geared up for innovation and creativity, which are increasingly part of the organizational environments, making the management of relationships a challenge for media professionals, who need to reconcile new concepts of production and services with the traditional search for immediate results. In its development, the study establishes relationships between theory and practice of measurement of results in communication in environments of innovation, contemplating the execution of exploratory research with a Startup. This dissertation intends to contribute to a better understanding of the phenomena of business communication results, investigating the Startups as companies that are open to learning and to uncertainties, and that may represent a laboratory of experimentation on new organizational concepts and practices with regards to communication. / Trabalhar com Mensura??o de Resultados em Comunica??o representa acompanhar a evolu??o das estrat?gias de pesquisa e gest?o da Comunica??o Empresarial, tornando a abordagem do assunto um interesse contempor?neo e aderente ? necessidade de contemplar os avan?os tecnol?gicos, que se multiplicam com velocidade. Mais do que relevante, a Mensura??o de Resultados em Comunica??o ? uma possibilidade real e promissora para o entendimento parcial das influ?ncias dessas transforma??es, inclusive na Cultura Organizacional. Este estudo trata do assunto com conceitos e pr?ticas voltados ? Inova??o e criatividade, que cada vez mais fazem parte dos ambientes organizacionais, tornando a gest?o dos relacionamentos um desafio para os profissionais de Comunica??o, que precisam conciliar novos conceitos de produ??o e presta??o de servi?os com a tradicional busca por resultados imediatos. Em seu desenvolvimento, o estudo estabelece rela??es entre a teoria e a pr?tica da Mensura??o de Resultados em Comunica??o nos ambientes de Inova??o, contemplando a realiza??o de pesquisa com uma Startup. Com esta disserta??o pretende-se contribuir para uma melhor compreens?o dos fen?menos de Comunica??o Empresarial e seus resultados, abordando as Startups como empresas abertas ao aprendizado e ?s incertezas, e que podem vir a representar um laborat?rio de experimenta??o sobre novos conceitos e pr?ticas organizacionais com rela??o ? Comunica??o.