La Comunicación Empresarial en regiones con un bajo desarrollo empresarial: el caso de las PYMES del sur de Europa

Authors

  • Pedro Pablo Marín Dueñas

DOI:

https://doi.org/10.15847/obsOBS1012016872

Keywords:

Small and medium enterprises, Business Communication, Business Management, Corporate Communication, Internal Communication

Abstract

En la economía globalizada actual, y en la denominada sociedad de la información, del conocimiento o sociedad red, la supervivencia y el crecimiento de las empresas debe basarse en el desarrollo de estrategias de Comunicación Empresarial que permita a las organizaciones de todo tipo establecer relaciones con todos aquellos públicos a los que su actividad pudiese afectar, ya sea para vender sus productos o servicios o para trasladar su identidad y conseguir buena imagen corporativa. Si bien la investigación de la Comunicación en las grandes empresas está más desarrollada, el nivel de análisis en el caso de las pequeñas y medianas empresas se encuentra aún en una fase muy embrionaria. Por las particularidades e importancia que este tipo de organizaciones tienen para las economías nacionales se considera necesario dedicar este trabajo a analizar la gestión de la actividad comunicativa que desarrollan las PYMES en la actualidad. En esta investigación se aplica una metodología cuantitativa fundamentada en la técnica de la encuesta que ha permitido determinar que, si bien estas empresas le dan importancia a la actividad de comunicación para establecer relaciones con sus públicos, ya sean clientes, públicos internos o cualquier otro tipo de público externo, su gestión se encuentra en un estado muy básico de desarrollo.

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Published

2016-03-01

How to Cite

Marín Dueñas, P. P. (2016). La Comunicación Empresarial en regiones con un bajo desarrollo empresarial: el caso de las PYMES del sur de Europa. Observatorio (OBS*), 10(1). https://doi.org/10.15847/obsOBS1012016872

Issue

Vol. 10 No. 1 (2016)

Section

Articles

License

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