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dc.contributor.authorÁlvarez Nobell, Alejandro
dc.contributor.authorLesta, Laura
dc.date.accessioned2015-02-02T09:35:27Z
dc.date.available2015-02-02T09:35:27Z
dc.date.created2011
dc.date.issued2011
dc.identifier.otherhttp://palabraclave.unisabana.edu.co/index.php/palabraclave/article/view/1870es_CO
dc.identifier.otherhttp://palabraclave.unisabana.edu.co/index.php/palabraclave/article/view/1870/2444es_CO
dc.identifier.urihttp://hdl.handle.net/10818/14523
dc.description.abstractStrategic management of in-house communication (SMIC) has been transformed into a vector of fundamental competitiveness in new organizational scenarios, but the media professionals who appreciate the contribution of this action are few and far between. This study was designed to determine how the specific objectives of SMIC can be tied in to the general objectives of the organization. The fundamental logic of management was reviewed (total quality control, six sigma, added value, benchmarking, zero base budget and comprehensive management chart) along with its tendencies in measurement. The methods and tools used in a series of successful cases to measure SMIC were examined as well. The result was a relational matrix showing new schemes for understanding the contribution of communications to an organization.
dc.description.abstractLa gestión estratégica de la comunicación interna (GECI) se ha transformado en un vector de competitividad fundamental dentro de los nuevos escenarios organizacionales, pero son escasos los profesionales de la comunicación que evalúan el aporte de su accionar. El presente trabajo tuvo como finalidad determinar cómo vincular los objetivos específicos de la GECI con los objetivos generales de la organización. Por un lado, se revisaron las principales lógicas del management (Control total de calidad, Seis Sigma, Valor económico agregado, Benchmarking, Presupuesto base cero y Cuadro de mando integral) y sus tendencias de medición; y por el otro, los métodos y las herramientas utilizadas en distintos casos de éxito para la medición de la GECI. El resultado fue una matriz de relacionamiento que proporciona nuevos esquemas de entendimiento del aporte de la comunicación a la organización.
dc.language.isospaes_CO
dc.publisherUniversidad de La Sabana
dc.relation.ispartofseriesPalabra Clave; Vol 14, No 1 (2011): Comunicación estratégica
dc.rightsThis journal and its contents are the property of Universidad de La Sabana and, therefore, may be accessed solely for reading or printing, as a personal copy, but not for profit. Prior authorization from Universidad de La Sabana is required for any other use, such as the reproduction, transformation, public communication or distribution of said material for a profit.The names and email addresses included in Aquichán shall be used solely for the declared purposes of this journal and shall not be made available for any other purpose or to any other person.The articles published in this journal represent the opinions of their authors and do not necessarily reflect the official position of Universidad de La Sabana. 
dc.rightsA presente revista e seu conteúdo são propriedade da Universidade da Sabana e, consequentemente, só poderá se aceder a ela para leitura ou impressão, como cópia pessoal e sem fins lucrativos. Qualquer outra forma de utilização como reprodução, transformação, comunicação pública ou distribuição, com fins lucrativos, requer a autorização prévia da Universidade da Sabana.Os nomes e endereços de e-mail introduzidos nesta revista se usarão exclusivamente para os fins declarados e não estarão disponíveis para nenhum outro propósito ou outra pessoa.Os artigos que esta revista contém representam a opinião de seus autores e não constituem necessariamente a opinião da Universidade da Sabana.
dc.sourceUniversidad de La Sabanaes_CO
dc.sourceRepositorio Institucional de la Universidad de La Sabanaes_CO
dc.subjectMedición
dc.subjectComunicación interna
dc.subjectManagement
dc.subjectOrganización
dc.titleMedición de los aportes de la gestión estratégica de comunicación interna a los objetivos de la organizaciónes_CO
dc.title.alternativeMeasuring the Contribution of Strategic Management of In-House Communication to the Objectives of the Organization
dc.typearticlees_CO
dc.type.hasVersionpublishedVersiones_CO
dc.rights.accessRightsopenAccess


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