Gestão estratégica da comunicação na pequena empresa: estudo comparativo de casos de empresas hoteleiras da região central do Estado de São Paulo / Strategic management of communication in small business: a comparative study of cases of hotel companies in the regions central state of Sao Paulo

AUTOR(ES)
DATA DE PUBLICAÇÃO

2008

RESUMO

The aim of this study is to propose action to improve the management of organizational communication in small business, aiming at a higher strategic efficacy. As secondary objectives, it aims to identify the characteristics of the strategic process in companies studied and the practices of the organizational communication management and its use on the strategic level, as well as analyze the influence of peculiarities of services hotel sector on both the characteristics of the strategic process and the practices of organizational communication. The research theme is the strategic management of organizational communication, as being responsible for directing all the communication generated in the organization as a strategic factor for the organizational development. The research methods, were accomplished in two different aspects. The first one was quantitative and its main objective is to update the mapping of all hotel companies in São Paulo central region, as well as analyze the main characteristics of both companies and their managers. The second one was a qualitative research accomplished in six business enterprises. Then the comparative cases method was used. Interviews, questionnaires with determined and undetermined questions as well as free observation were used for the data collection. The result of this research was the indication of nine aspects to be followed for the improvement of strategic communication management in the small business. One of them is the union of both the workers and the construction of a strong institutional image of the organizational objectives.

ASSUNTO(S)

comunicação organizacional gestão estratégica hotelaria small business strategic process pequena empresa sector of services hotel organizational communication

ACESSO AO ARTIGO

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