Diagnóstico de la imagen conformada por los entornos de comunicación y clientes de la provincia de Villa Clara, acerca del Instituto de Biotecnología de las Plantas (IBP)
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Fecha
2014-06-25
Autores
Aguado Uz, Inalvys
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Universidad Central "Marta Abreu" de Las Villas
Resumen
La presente investigación se realizó en el Instituto de Biotecnología de las Plantas (IBP) con el objetivo de diagnosticar la imagen pública que poseen sus entornos clientes y comunicación en la provincia de Villa Clara.
El contenido se aborda desde los presupuestos que propone el paradigma de investigación cualitativa, desde un método fenomenológico. El proceso se realizó en dos etapas, respondiendo a los objetivos específicos establecidos. Durante la primera etapa para la recogida de información, nos apoyamos en el vagabundeo, la construcción de mapas sociales y la revisión de documentos formales. En la segunda etapa se realizaron entrevistas en profundidad a partir de las subcategorías establecidas: Rasgos Físicos y Culturales.
Como principales resultados de la investigación se identificaron los entornos de comunicación y de clientes como los estratégicos dentro de sus públicos nacionales.
Las características físicas particulares de la institución, los valores organizacionales, la percepción actual sobre el centro y las características del personal que en el labora, constituyen atributos físicos y culturales sobre los cuales se ha conformado la imagen de manera positiva en los entornos abordados.
El estado actual de algunas casas de cultivo y la ausencia de productos comunicativos que orienten a los productores en la transferencia de tecnología constituyen atributos que afectan la imagen actual de la institución.
Se le recomienda a la misma tomar en consideración los resultados de la investigación para la elaboración de la estrategia de comunicación del IBP así como desarrollar otros estudios que permitan auditar la imagen de la institución.
Present it investigation came true at Biotecnología's Institute of plants ( IBP ) for the sake of diagnosing the public image that they possess his surroundingses clients and communication at Villa Clara's province. He goes aboard the contents from the budgets that he proposes the fact-finding paradigm qualitative, from a method fenomenológico. The process came true in two stages, answering to specific established objectives. During the first stage for the picking up of information, we leant on wandering-about, the construction of social maps and the revision of formal documents. In second stage interviews came true in depth as from established sub-categories: Physical and Cultural Features. Like principal results of investigation they identified the surroundingses of communication and of clients like the strategic within his public nationals. The institution's characteristic particular physics, organizational moral values, the present-day perception on the center and the personnel's characteristics than in the labor, they constitute physical and cultural attributes on which the image of positive manner at gone aboard surroundingses has been conformed. The present-day status of some houses of cultivation and the absence of communicative products that they guide the producers in the technology transfer they constitute attributes that affect the institution's present-day image. They recommend to the same to take the research findings for the elaboration of the strategy of communication of the IBP as well as develop another studies into consideration that they permit auditing the institution's image.
Present it investigation came true at Biotecnología's Institute of plants ( IBP ) for the sake of diagnosing the public image that they possess his surroundingses clients and communication at Villa Clara's province. He goes aboard the contents from the budgets that he proposes the fact-finding paradigm qualitative, from a method fenomenológico. The process came true in two stages, answering to specific established objectives. During the first stage for the picking up of information, we leant on wandering-about, the construction of social maps and the revision of formal documents. In second stage interviews came true in depth as from established sub-categories: Physical and Cultural Features. Like principal results of investigation they identified the surroundingses of communication and of clients like the strategic within his public nationals. The institution's characteristic particular physics, organizational moral values, the present-day perception on the center and the personnel's characteristics than in the labor, they constitute physical and cultural attributes on which the image of positive manner at gone aboard surroundingses has been conformed. The present-day status of some houses of cultivation and the absence of communicative products that they guide the producers in the technology transfer they constitute attributes that affect the institution's present-day image. They recommend to the same to take the research findings for the elaboration of the strategy of communication of the IBP as well as develop another studies into consideration that they permit auditing the institution's image.
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Palabras clave
Imagen, Imagen Pública,, Entornos