La triple dimensión de la cultura organizacionalun estudio aplicado a empresas de moda españolas

  1. Díaz-Soloaga, Paloma 1
  1. 1 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

Revista:
Prisma Social: revista de investigación social

ISSN: 1989-3469

Ano de publicación: 2020

Título do exemplar: La Cultura de las Organizaciones en la Era de la Digitalización

Número: 29

Páxinas: 80-97

Tipo: Artigo

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Outras publicacións en: Prisma Social: revista de investigación social

Resumo

The culture in organizations occupies an increasingly important place in the management of corporate communication of institutions. Proof of this is the effort that companies make to properly convey their identity, protect their reputation among employees and promote the search for the best talent through employer branding actions. The importance that the equipment’s management has within the companies, as well as the increase of the budgets that are dedicated to reinforce these internal policies, is another sample of this phenomenon. This research highlights the uniqueness that communication has in an adequate management of the internal culture through the study of its triple dimension: the development of corporate identity, the different forms of salary and the path that the employee can take within the business. A questionnaire was made to 40 executives and middle managers of Spanish fashion companies, concluding that the real and systematic development of the internal culture is scarce, especially in small and medium-sized companies. Among the findings, the low interest that managers give to emotional salary stands out, as a form of outstanding compensation and with a high impact on employees' commitment to the institution.

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Información de financiamento

Esta investigación se integra dentro de los trabajos desarrollados por el grupo de Gestión de Marca y Comunicación Integrada de la Universidad Complutense de Madrid.

Financiadores

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