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dc.contributor.authorAntezana Corrieri, Miguel E.*
dc.date.accessioned2018-01-08T19:10:56Z
dc.date.available2018-01-08T19:10:56Z
dc.date.issued2017-12
dc.identifier.issn1657-8953
dc.identifier.urihttp://hdl.handle.net/10757/622495
dc.description.abstractCommunicational management is a message transmitter and image generator in the different publics of society. Whether natural or juridical persons (organizations), communication necessarily starts from the existence of a common basis: identity. Corporate identity, understood as the set of business, organizational, operational and behavioral elements shared by members of an institution has to be managed, because only with this work is it acquires and generates value; That is, it fulfills its work as an intangible asset. Conversely, the absence of management allows the appearance of a frequent but not yet conceptualized phenomenon: dispersion. The present work proposes a theoretical framework around what it is, how it is generated and some forms in which the dispersion of the corporate identity is presented, situations from which a series of communicational and organizational problems are derived that, had there not been an intervention for its solution, can become structural failures that would affect both the development and the activities of the organization.
dc.formatapplication/pdfes
dc.language.isospaes
dc.publisherEscuela de Ciencias de la Comunicación de la Universidad Sergio Arboledaes
dc.relation.urlhttp://revistas.usergioarboleda.edu.co/index.php/Civilizarcomunicacion/article/view/872es
dc.rightsinfo:eu-repo/semantics/openAccesses
dc.subjectDispersiónes
dc.subjectIdentidad corporativaes
dc.subjectComunicación corporativaes
dc.subjectProblemas comunicacionaleses
dc.subjectCorporate identityes
dc.subjectCorporate communicationes
dc.subjectOrganizational Communicationes
dc.subjectCommunication problemses
dc.titleLa dispersión de la identidad corporativa como generadora de problemas comunicacionales y organizacionaleses
dc.typeinfo:eu-repo/semantics/articlees
dc.identifier.journalCivilizar Ciencias de la Comunicación (Civilizar)es
dc.description.peerreviewRevisión por pareses_PE
refterms.dateFOA2018-06-17T08:51:46Z
html.description.abstractLa gestión comunicacional es transmisora de mensajes y generadora de imágenes en los diferentes públicos de la sociedad. Sean personas naturales o jurídicas (organizaciones), la comunicación parte necesariamente de la existencia de una base común: la identidad. La identidad corporativa, entendida como el conjunto de elementos empresariales, organizacionales, operacionales y de comportamiento compartidos por los miembros de una institución tiene que administrarse, pues solo con esta labor es que adquiere y genera valor; es decir, cumple su labor de activo intangible. Contrariamente, la ausencia de gestión permite la aparición de un fenómeno frecuente, pero hasta ahora no conceptualizado: la dispersión. El presente trabajo propone un marco teórico en torno a lo que es, cómo se genera y algunas formas en las que se presenta la dispersión de la identidad corporativa, situaciones de las cuales se derivan una serie de problemas comunicacionales y organizacionales que, de no haber una intervención para su solución, pueden convertirse en fallas estructurales que afectarían tanto el desarrollo como las actividades de la organización.
html.description.abstractCommunicational management is a message transmitter and image generator in the different publics of society. Whether natural or juridical persons (organizations), communication necessarily starts from the existence of a common basis: identity. Corporate identity, understood as the set of business, organizational, operational and behavioral elements shared by members of an institution has to be managed, because only with this work is it acquires and generates value; That is, it fulfills its work as an intangible asset. Conversely, the absence of management allows the appearance of a frequent but not yet conceptualized phenomenon: dispersion. The present work proposes a theoretical framework around what it is, how it is generated and some forms in which the dispersion of the corporate identity is presented, situations from which a series of communicational and organizational problems are derived that, had there not been an intervention for its solution, can become structural failures that would affect both the development and the activities of the organization.


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