Made available in DSpace on 2016-08-03T12:31:01Z (GMT). No. of bitstreams: 1 Roberto Araujo Silva.pdf: 253028 bytes, checksum: 329ad66f9713ccb0e84178d192f45c71 (MD5) Previous issue date: 2009-04-29 / Corporate relationships comprehension as a basis for a segmentation approach of corporate communications public is this study theme. Based on a theory reflexion and an analysis of market best practices, the research defined parameters to contribute and improve the concepts of organizations stakeholders, in a sense of information demands improvement. The studies researched and the evaluation survey results obtained from companies with tradition in communication areas presented that are still important gaps to be filled. One of them is, for instance, is the development of tools or systems that can measure with precision expectations from several different publics for corporate communication. Another issue is the lack of regular communication channels with pre defined groups, mainly in the external environment. In these and other opportunities identified, the analysis indicates as a best practice the adoption of a knowledge management system to each public group as an essential element to efficiency in the communication process.(AU) / A dissertação tem como base a importância do entendimento a respeito dos relacionamentos organizacionais para uma abordagem segmentada dos públicos na comunicação empresarial. A partir de uma reflexão teórica sobre o assunto e da observação de práticas atuais de mercado, foram estabelecidos parâmetros que contribuem para uma conceituação mais precisa dos interlocutores das corporações, no sentido de prover suas demandas informacionais. Tanto na análise das obras consultadas quanto na avaliação dos resultados da pesquisa com empresas de tradição na área de comunicação, demonstrou-se que há lacunas importantes a serem preenchidas. Entes elas, a inexistência de mecanismos que possam aferir com maior precisão as expectativas dos vários segmentos de público em relação à comunicação das empresas, em uma via de mão-dupla, bem como a falta de canais de comunicação regulares com determinados grupos, notadamente no âmbito externo. As análises apontam para a adoção de um sistema de gestão do conhecimento focado nos públicos como elemento fundamental para a eficácia dos processos comunicacionais.(AU)

<p>Using a social exchange perspective I develop a relationship typology based upon an organizational member’s psychological investments, or “side bets,” in his or her organization. This study thus examines, for the first time in the employee-organization exchange relationship (EOR) literature, the combined impact of perceptions that organizational members have with respect to their perceived social and economic investments in their organization. Specifically, outcomes of four unique EOR profiles are examined: “loyalist” (high social, high economic); “altruist” (high social, low economic); “captive” (low social, high economic); “mercenary” (low social, low economic). In a matched sample of 334 working professionals (167 employees matched with their corresponding supervisors), the hypotheses of this study are largely supported. Altruists are highest in their perceptions of organizational support, followed in descending order by the loyalists, mercenaries, and captives. Also as predicted, altruists are highest in affective commitment, followed in descending order by the loyalists, captives, and mercenaries. In terms of continuance commitment, contrary to prediction, loyalists have the highest levels of continuance commitment; however, as predicted, captives have higher levels than altruists and mercenaries. Altruists, as predicted, have the highest level of OCB, followed in descending order by loyalists, mercenaries, and captives. Finally, as predicted, mercenaries have the highest level of task performance followed in descending order by altruists, loyalists, and captives. Theoretical and practical considerations of these findings are discussed.</p> / Doctor of Philosophy (PhD)