Propuesta de Manual de Gestión de Comunicación de la empresa Provincial de Acopio Villa Clara
Fecha
2014-06-25
Autores
Hómez Rangel, Yanet
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
La presente investigación pretende contribuir en la gestión estratégica de la comunicación institucional en la empresa Provincial de Acopio Villa Clara. Para alcanzar este fin se trazó como objetivo general diseñar el Manual de Gestión de Comunicación de la institución, a partir de la sistematización de la información obtenida en anteriores diagnósticos de comunicación.
Se utilizó una metodología cualitativa y un estudio de caso único global como método de investigación. Los sujetos de la investigación se seleccionaron según ciertos criterios de selección, y se agruparon en un grupo focal conformado por informantes claves. También, para la evaluación del Manual, se utilizó una muestra de expertos.
Como instrumentos metodológicos para el estudio se utilizaron: la revisión de documentos oficiales, la observación no participante, la entrevista semi-estructurada, y en profundidad, y el trabajo grupal en sesiones de trabajo. Estos instrumentos permitieron la triangulación de datos y de técnicas, así como el análisis de contenido categorial, para el procesamiento de los datos.
A partir de los resultados obtenidos, se diseñó y evaluó el Manual de Gestión de la Comunicación, lo cual constituye el principal resultado investigativo. Aunque se recomienda continuar en la implementación del Sistema de Comunicación Empresarial de Acopio Villa Clara, acorde a lo delineado en el Manual de Gestión de Comunicación.
This research intends to contribute on the strategic management of the institutional communication of Villa Clara's Provincial Storing Enterprise. To reach this goal it was drawn as general objective to design the institution’s Communication Management Manual starting from the systematizing of the information obtained in previous communication diagnoses. It was used a qualitative methodology and a study of global unique case as investigation method. The subjects of investigation were selected according to certain selection approaches, and they were grouped in a focal group conformed by key informants. Also, for the evaluation of the Manual, a sample of experts was used. As methodological instruments for the study were used: the revision of official documents; the non-participant observation; and the semi-structured and in depth interview; and the group work in work sessions. These instruments allowed the data and techniques triangulation, as well as the analysis of category content for the processing of the data. From the obtained results, the Communication Management Manual was designed and evaluated, which constitutes the principal researching outcome. Although it is recommend to continue in the implementation of the Entrepreneurial Communication System of Villa Clara's Storing, in agreement to what's outlined in the Communication Management Manual.
This research intends to contribute on the strategic management of the institutional communication of Villa Clara's Provincial Storing Enterprise. To reach this goal it was drawn as general objective to design the institution’s Communication Management Manual starting from the systematizing of the information obtained in previous communication diagnoses. It was used a qualitative methodology and a study of global unique case as investigation method. The subjects of investigation were selected according to certain selection approaches, and they were grouped in a focal group conformed by key informants. Also, for the evaluation of the Manual, a sample of experts was used. As methodological instruments for the study were used: the revision of official documents; the non-participant observation; and the semi-structured and in depth interview; and the group work in work sessions. These instruments allowed the data and techniques triangulation, as well as the analysis of category content for the processing of the data. From the obtained results, the Communication Management Manual was designed and evaluated, which constitutes the principal researching outcome. Although it is recommend to continue in the implementation of the Entrepreneurial Communication System of Villa Clara's Storing, in agreement to what's outlined in the Communication Management Manual.
Descripción
Palabras clave
Gestión estratégica, Comunicación Institucional, Sistema de Comunicación Empresarial