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As organizações estão inseridas num ambiente altamente competitivo, evolutivo e de
mudança onde a globalização e as novas tecnologias afetam não só as relações comerciais,
a propagação da informação ou as crescentes dinâmicas regionais, como conduzem também
a uma necessidade de se encontrar novas formas de satisfazer e motivar a sua força de
trabalho, que se demonstra cada vez mais diversificada e exigente. Como tal, ainda que
desenvolvida também sob o conjunto de relações construídas entre colaboradores, a cultura
estabelece-se como uma força unificadora capaz de fornecer direções e alinhar todos os
indivíduos em torno de uma missão comum. Deste modo, a comunicação interna pode vir a
assumir um papel estratégico na consolidação dos valores e cultura das organizações.
Esta dissertação visa contribuir com conhecimentos para o consequente alargamento da
compreensão sobre o papel da comunicação interna no reforço da cultura das organizações,
baseando-se numa metodologia mista assente, em termos de apuramento de dados
exploratórios, numa metodologia qualitativa, através da realização de uma análise
documental e entrevistas exploratórias. Bem como, para o apuramento de dados primários,
através de uma metodologia quantitativa, através da aplicação de um inquérito por
questionário junto dos colaboradores da organização em estudo.
Centrada no contexto específico da YKK Portugal, esta investigação confirmou que as
práticas de comunicação interna contribuem positivamente para a consolidação da cultura
da organização junto dos seus colaboradores, mas também que estes se reveem nos valores
da empresa, que reveem os valores da empresa nas práticas de comunicação interna e
identificam, ainda, áreas de conteúdos para o Portal do Colaborador que gostariam de ver
potenciadas na sua organização.
Organisations are inserted into a highly competitive, evolving and changing environment where globalisation and new technologies affect not only commercial relations, the spread of information or growing regional dynamics, but also lead to a need to find new ways of satisfying and motivating their workforce, which is proving to be increasingly diverse and demanding. As such, although also developed under the set of relationships built between employees, culture establishes itself as a unifying force capable of providing directions and aligning all individuals around a common mission. In this way, internal communication may come to assume a strategic role in the consolidation of the values and culture of organisations. This dissertation aims to contribute knowledge to the consequent broadening of understating about the role of internal communication in strengthening the culture of organisations. It is supported on a mixed methodology based on exploratory data collection in a qualitative methodology, through document analysis and exploratory interviews. It also uses a quantitative methodology to gather primary data through the application of a questionnaire survey to the employees of the organisation under study. Focused on the specific context of YKK Portugal, this research confirmed that internal communication practices contribute positively to the consolidation of the organisation’s culture among its employees, but also that these employees reveal themselves in the company’s values, that they reveal the company’s values in internal communication practices and that they also identify areas of content for the Employee Portal that they would like to see enhanced in their organisation.
Organisations are inserted into a highly competitive, evolving and changing environment where globalisation and new technologies affect not only commercial relations, the spread of information or growing regional dynamics, but also lead to a need to find new ways of satisfying and motivating their workforce, which is proving to be increasingly diverse and demanding. As such, although also developed under the set of relationships built between employees, culture establishes itself as a unifying force capable of providing directions and aligning all individuals around a common mission. In this way, internal communication may come to assume a strategic role in the consolidation of the values and culture of organisations. This dissertation aims to contribute knowledge to the consequent broadening of understating about the role of internal communication in strengthening the culture of organisations. It is supported on a mixed methodology based on exploratory data collection in a qualitative methodology, through document analysis and exploratory interviews. It also uses a quantitative methodology to gather primary data through the application of a questionnaire survey to the employees of the organisation under study. Focused on the specific context of YKK Portugal, this research confirmed that internal communication practices contribute positively to the consolidation of the organisation’s culture among its employees, but also that these employees reveal themselves in the company’s values, that they reveal the company’s values in internal communication practices and that they also identify areas of content for the Employee Portal that they would like to see enhanced in their organisation.
Descrição
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Cultura organizacional Valores organizacionais Comunicação interna Comunicação estratégica Organisational culture Organisational values Internal communication Strategic communication