O papel estratégico da comunicação interna no reforço da cultura das organizações

: estudo de caso YKK Portugal

Abstract

Organisations are inserted into a highly competitive, evolving and changing environmentwhere globalisation and new technologies affect not only commercial relations, the spreadof information or growing regional dynamics, but also lead to a need to find new ways ofsatisfying and motivating their workforce, which is proving to be increasingly diverse anddemanding. As such, although also developed under the set of relationships built betweenemployees, culture establishes itself as a unifying force capable of providing directions andaligning all individuals around a common mission. In this way, internal communication maycome to assume a strategic role in the consolidation of the values and culture oforganisations.This dissertation aims to contribute knowledge to the consequent broadening of understatingabout the role of internal communication in strengthening the culture of organisations. It issupported on a mixed methodology based on exploratory data collection in a qualitativemethodology, through document analysis and exploratory interviews. It also uses aquantitative methodology to gather primary data through the application of a questionnairesurvey to the employees of the organisation under study.Focused on the specific context of YKK Portugal, this research confirmed that internalcommunication practices contribute positively to the consolidation of the organisation’sculture among its employees, but also that these employees reveal themselves in thecompany’s values, that they reveal the company’s values in internal communicationpractices and that they also identify areas of content for the Employee Portal that they wouldlike to see enhanced in their organisation.

Date of Award	28 Jan 2022
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Goulart Brandão (Supervisor)