Biblioteca Digital de VanguardiaThe role of Strategic Communication as a Factor of Competitive Advantage for the Organization
Organizations are currently looking for new sources of competitive advantages that allow them to survive in the market. One of these sources is strategic communication, which is why this research has sought to analyze and review the current state of the art in terms of organizational communication a...
| Autor principal: | |
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| Formato: | Revistas |
| Lenguaje: | Español |
| Publicado: |
EFIM Ediciones
2022
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| Acceso en línea: | http://www.revistaanfibios.org/ojs/index.php/afb/article/view/101 |
| _version_ | 1782333972625227776 |
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| author | Gutiérrez-Meneses, Rafael E. |
| author_facet | Gutiérrez-Meneses, Rafael E. |
| author_sort | Gutiérrez-Meneses, Rafael E. |
| collection | Revista |
| description | Organizations are currently looking for new sources of competitive advantages that allow them to survive in the market. One of these sources is strategic communication, which is why this research has sought to analyze and review the current state of the art in terms of organizational communication as a factor in the competitive advantage of the organization/company, defining the concepts that nurture the theory of communication, strategic communication and the relevance of this to ensure competitive advantage. Similarly, the communication models that are adapted to the needs of each company were established as strategic communication tools in the organization, but in which common and infallible elements can be identified; for this reason, a generic organizational communication model was structured based on the elements developed by the authors studied, which can serve as a basis for the construction of one’s own. Communication systems in the organization must consider that their basis is human interaction, so they cannot separate this component from their logic. |
| format | Revistas |
| id | anfibios-article-101 |
| institution | Revista científica Anfibios |
| language | Español |
| publishDate | 2022 |
| publisher | EFIM Ediciones |
| record_format | ojs |
| spelling | anfibios-article-1012022-12-24T22:05:46Z The role of Strategic Communication as a Factor of Competitive Advantage for the Organization El papel de la Comunicación Estratégica como como un factor de Ventaja Competitiva para la Organización Gutiérrez-Meneses, Rafael E. Organizations are currently looking for new sources of competitive advantages that allow them to survive in the market. One of these sources is strategic communication, which is why this research has sought to analyze and review the current state of the art in terms of organizational communication as a factor in the competitive advantage of the organization/company, defining the concepts that nurture the theory of communication, strategic communication and the relevance of this to ensure competitive advantage. Similarly, the communication models that are adapted to the needs of each company were established as strategic communication tools in the organization, but in which common and infallible elements can be identified; for this reason, a generic organizational communication model was structured based on the elements developed by the authors studied, which can serve as a basis for the construction of one’s own. Communication systems in the organization must consider that their basis is human interaction, so they cannot separate this component from their logic. Las organizaciones en la actualidad buscan nuevas fuentes de ventajas competitivas que les permitan la supervivencia en el mercado. Una de estas fuentes en la comunicación estratégica, es por ello por lo que la presente investigación ha buscado analizar y revisar el estado actual del arte frente a la comunicación organizacional como factor de la ventaja competitiva de la organización/empresa, para ello se definieron los conceptos que nutren la teoría de la comunicación, la comunicación estratégica y la relevancia de ello para garantizar ventaja competitiva. De igual forma se establecieron como herramientas estratégicas de comunicación en la organización los modelos de comunicación que se adecuan a partir de la necesidad de cada empresa, pero en los que se pueden identificar elementos comunes e infaltables; cuestión por la cual, se estructuró un modelo de comunicación organizacional genérico a partir de los elementos desarrollados por los autores estudiados que puede servir de base para la construcción de uno propio. Los sistemas de comunicación en la organización deben considerar que su base es la interacción humana por lo que no pueden apartar ese componente de su lógica. EFIM Ediciones 2022-10-01 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares application/pdf http://www.revistaanfibios.org/ojs/index.php/afb/article/view/101 10.37979/afb.2022v5n1.101 Anfibios; Vol 5 No 1 (2022): January - June 2022; 36-44 Anfibios; v. 5 n. 1 (2022): Enero - Junio 2022; 36-44 Revista científica anfibios; Vol. 5 Núm. 1 (2022): Enero - Junio 2022; 36-44 2711-0532 2665-1513 spa http://www.revistaanfibios.org/ojs/index.php/afb/article/view/101/137 |
| spellingShingle | Gutiérrez-Meneses, Rafael E. The role of Strategic Communication as a Factor of Competitive Advantage for the Organization |
| title | The role of Strategic Communication as a Factor of Competitive Advantage for the Organization |
| title_full | The role of Strategic Communication as a Factor of Competitive Advantage for the Organization |
| title_fullStr | The role of Strategic Communication as a Factor of Competitive Advantage for the Organization |
| title_full_unstemmed | The role of Strategic Communication as a Factor of Competitive Advantage for the Organization |
| title_short | The role of Strategic Communication as a Factor of Competitive Advantage for the Organization |
| title_sort | role of strategic communication as a factor of competitive advantage for the organization |
| url | http://www.revistaanfibios.org/ojs/index.php/afb/article/view/101 |