O papel estratégico da comunicação interna para o reforço da responsabilidade social interna na ótica dos responsáveis de estrutura da Companhia Recheio do Grupo Jerónimo Martins

Abstract

Considered an essential element for individuals, groups and corporations, communication not only allows these to exist and coexist through the sharing of meanings, but also makes it possible to transmit and understand information and ideas. It is, therefore, in this paradigm that internal communication gains its importance and reveals itself as inevitably powerful and powerfully inevitable within organizations, acting as a continuous process through which social actors explore, produce, negotiate and change what it means to be a socially responsible organization.This dissertation seeks to understand the way those responsible for the structure of Recheio perceive the communication processes and efforts in the area of Internal Social Responsibility (RSI) defined by the Jerónimo Martins Group, identifying the valued factors and those that fall short of needs. In this context, the theoretical framework was built based on the triad 'organization, internal communication and internal social responsibility', addressing these concepts and all the others that are inherent to them.The problem under analysis motivated an qualitative investigation, which included the analysis of exploratory and primary data, the former consisting of documentary analysis and exploratory interviews with the heads of Internal Communication and Internal Social Responsibility of the Jerónimo Martins Group and the latter in interviews to the decision-making elements of Recheio, respectively.The main results of this dissertation indicate the need for betting on communicational and socially responsible strategies that are win-win for the organization and its employees, which is more and more pulsating. At the same time, it was concluded that internal communication must be assumed through a continuous process, clear, with empathy and closeness and based on active listening, so that it is possible to identify the difficulties and fears of employees, carrying them out and satisfying them.

Date of Award	19 Jan 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Goulart Brandão (Supervisor)