O papel estratégico da comunicação interna em processos de mudança nas organizações

: caso em estudo : NAOS Portugal

Abstract

Considered increasingly frequent, unpredictable, and important in the 21st century, organizational changes require constant adaptation within the business world. It is, therefore, pertinent that, being internal communication one of the most important pillars for
organizations, it also adapts and seeks to maintain the focus on building bidirectional relationships, supported by the support and encouragement of its employees, always based on positive, motivating leadership oriented towards the vision and objectives of the organization. It is on this subject that this dissertation seeks to understand how the decision-makers of NAOS Portugal perceive the change communication processes and efforts defined by the
organization's leadership, identifying the different valued factors and possible gaps that may be found. In this context, the theoretical framework of this research was built based on the triad 'organization, organizational change, and internal communication,' addressing these concepts in the first phase and then others that are inherent to them. The theme under analysis motivated a qualitative investigation, based on exploratory data analysis – through document analysis and exploratory interviews with an HR collaborator and the CEO of the organization, respectively – and primary data – through interviews with the decision-makers of NAOS Portugal. The main results of this dissertation confirm the constant need to invest in communication strategies that are positive for both the organization and its employees. In the context of the
organizational change process, there is widespread approval of how it was communicated. In parallel, this study concludes that internal communication is an area of great importance within NAOS Portugal, allowing its teams to be autonomous, motivated, and, above all,
happy. This reinforces the recognition of the roles by the organization’s decision-makers as drivers of its effective operation. Thus, internal communication has become the decisive ally for the transformation of positive organizational habits for employee well-being.

Date of Award	12 Dec 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Goulart Brandão (Supervisor)