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Nas últimas décadas, a rápida velocidade a que os mercados económicos operam levam a
que as organizações, sobretudo as empresariais, por motivos de subsistência, sejam forçadas a inovar, para melhor competirem com os seus concorrentes. A inovação, porém, precisa de um contexto, um ambiente propício para que possa ser estimulada e ir de encontro às necessidades da organização.
Tendo este cenário como pano de fundo, é feita uma reflexão sobre como podemos criar
este contexto que propicie a inovação. A comunicação organizacional é apontada com uma
ferramenta essencial para a criação de um contexto organizacional de abertura, estímulo e receptividade à inovação. Como exemplo prático desta reflexão, é apresentado um estudo do caso Nestlé Innova+, onde se reflecte num caso real, a forma como a comunicação organizacional constituiu a ferramenta fulcral para a partilha de conhecimento.
Over the last few decades, the fast-paced economical markets have given organizations – especially enterprises – no other choice, but to innovate. Innovation is key when it comes to surviving and competing in the market. Nevertheless, innovation needs a context; a favorable environment that is responsible for stimulating “change” according to the needs and requirements demanded by each individual organization. Considering this scenario makes it possible for one to observe and realize what can be done in order to create an environment that promotes and stimulates innovation. Organizational communication is regarded as an essential tool whenever creating an open, stimulating and receptive context for innovation. As an example of this observation it is presented a case study - Nestlé Innova+ on which it is demonstrated how organizational communication is key to create an environment of knowledge sharing.
Over the last few decades, the fast-paced economical markets have given organizations – especially enterprises – no other choice, but to innovate. Innovation is key when it comes to surviving and competing in the market. Nevertheless, innovation needs a context; a favorable environment that is responsible for stimulating “change” according to the needs and requirements demanded by each individual organization. Considering this scenario makes it possible for one to observe and realize what can be done in order to create an environment that promotes and stimulates innovation. Organizational communication is regarded as an essential tool whenever creating an open, stimulating and receptive context for innovation. As an example of this observation it is presented a case study - Nestlé Innova+ on which it is demonstrated how organizational communication is key to create an environment of knowledge sharing.
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Palavras-chave
Inovação Inovação nas organizações Comunicação organizacional Innovation Innovation within organizations Organizational communication