PLATFORM OF STRATEGIC DECISIONS: a strategic vision for the comprehension of the communication value in organizations

Detalhes bibliográficos
Autor(a) principal: Echenique, Raul Herrera
Data de Publicação: 2019
Outros Autores: Untiveros, Raúl Bendezú
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista Observatório
Texto Completo: https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5989
Resumo: The strategic decisions to achieve the longed communication efficiency form the north in the generation of intangible value of the organizations. The present investigation is used by the model Plataform of Strategic Decisions, developed by the authors, to understand the practice of the strategic communication of an intangible key value: the reputation of brands. The aim of this investigation is to analyze the generation of communication value in brands with high reputational value. His methodology is focused in indicators of qualitative order to explain the strategic decisions in communication, for it there is in use a sampling constituted by 10 companies with major reputation in the strong / robust level (between 60 and 79 points), in agreement to the RepTrak Chile 2018, observed in the dimension of the ' media visibility '. Keywords:  Communication value, reputation, strategy, socialcommunication, semiostrategy.
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spelling PLATFORM OF STRATEGIC DECISIONS: a strategic vision for the comprehension of the communication value in organizationsPLATAFORMA DE DECISIONES ESTRATÉGICAS: una mirada estratégica para la comprensión del valor comunicacional en organizacionesPLATAFORMA DE DECISIONES ESTRATÉGICAS: una mirada estratégica para la comprensión del valor comunicacional en organizacionesValor comunicacional, reputación, estrategia, sociocomunicación, semioestrategiaEspañolThe strategic decisions to achieve the longed communication efficiency form the north in the generation of intangible value of the organizations. The present investigation is used by the model Plataform of Strategic Decisions, developed by the authors, to understand the practice of the strategic communication of an intangible key value: the reputation of brands. The aim of this investigation is to analyze the generation of communication value in brands with high reputational value. His methodology is focused in indicators of qualitative order to explain the strategic decisions in communication, for it there is in use a sampling constituted by 10 companies with major reputation in the strong / robust level (between 60 and 79 points), in agreement to the RepTrak Chile 2018, observed in the dimension of the ' media visibility '. Keywords:  Communication value, reputation, strategy, socialcommunication, semiostrategy.Las decisiones estratégicas para lograr la ansiada efectividad comunicacional configuran el norte en la generación de valor intangible de las organizaciones. La presente investigación utiliza el modelo Plataforma de Decisiones Estratégicas, desarrollado por los autores, para comprender la práctica de la comunicación estratégica de un valor intangible clave: la reputación de marcas. El objetivo de esta investigación es analizar la generación de valor comunicacional en marcas con alto valor reputacional. Su metodología se focaliza en indicadores de orden cualitativo para explicar las decisiones estratégicas en comunicación, para ello se utiliza un sampling constituido por las 10 empresas con mayor reputación en el nivel fuerte/robusto (entre 60 y 79 puntos), de acuerdo al RepTrak® Chile 2018, observadas en la dimensión de la ‘visibilidad mediática’. Palabras clave:   Valor comunicacional, reputación, estrategia, sociocomunicación, semioestrategia.As decisões estratégicas para alcançar o comunicacional de efetividade desejado configuram o norte na geração de valor intangível das organizações. A investigação presente usa a Plataforma de padrão de Decisões Estratégicas, desenvolvida pelos autores, entender a prática da comunicação estratégica de um valor chave intangível: a reputação de marcas.  O objetivo desta investigação é analisar a geração de comunicacional de valor em marcas com reputacional de valor alto. A metodologia deles/delas você focaliza em indicadores de ordem qualitativa para explicar as decisões estratégicas em comunicação, para isto é usado isto uma amostragem constituída pelas 10 companhias com mais reputação no nível forte / robusto (entre 60 e 79 pontos), de acordo com RepTrak® Chile 2018, observado na dimensão do 'mediática de visibilidade.' Palabras chave: Avalie comunicacional, reputação, estratégia, sociocomunicacion, semioestrategia.Universidade Federal do Tocantins - UFT2019-04-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/epub+zipapplication/octet-streamapplication/zipapplication/x-gzipapplication/ziphttps://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/598910.20873/uft.2447-4266.2019v5n2p120Observatory Journal; Vol. 5 No. 2 (2019): v. 5 n. 2 (2019): Estudos comunicacionais na América Latina Abr-Jun (2019); 120-152Observatorio Magazine; Vol. 5 Núm. 2 (2019): v. 5 n. 2 (2019): Estudos comunicacionais na América Latina Abr-Jun (2019); 120-152Observatoire Journal; Vol. 5 No. 2 (2019): v. 5 n. 2 (2019): Estudos comunicacionais na América Latina Abr-Jun (2019); 120-152Revista Observatório ; v. 5 n. 2 (2019): v. 5 n. 2 (2019): Estudos comunicacionais na América Latina Abr-Jun (2019); 120-1522447-426610.20873/uft.2447-4266.2019v5n2reponame:Revista Observatórioinstname:Universidade Federal do Tocantins (UFT)instacron:UFTporhttps://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5989/15120https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5989/15139https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5989/15166https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5989/15185https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5989/15204https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5989/15223Copyright (c) 2019 Revista Observatórioinfo:eu-repo/semantics/openAccessEchenique, Raul HerreraUntiveros, Raúl Bendezú2022-03-04T13:06:34Zoai:ojs.revista.uft.edu.br:article/5989Revistahttps://sistemas.uft.edu.br/periodicos/index.php/observatorio/indexPUBhttps://sistemas.uft.edu.br/periodicos/index.php/observatorio/oaigilsonportouft@gmail.com||gilsonporto@uft.edu.br||2447-42662447-4266opendoar:2022-03-04T13:06:34Revista Observatório - Universidade Federal do Tocantins (UFT)false
dc.title.none.fl_str_mv PLATFORM OF STRATEGIC DECISIONS: a strategic vision for the comprehension of the communication value in organizations
PLATAFORMA DE DECISIONES ESTRATÉGICAS: una mirada estratégica para la comprensión del valor comunicacional en organizaciones
PLATAFORMA DE DECISIONES ESTRATÉGICAS: una mirada estratégica para la comprensión del valor comunicacional en organizaciones
title PLATFORM OF STRATEGIC DECISIONS: a strategic vision for the comprehension of the communication value in organizations
spellingShingle PLATFORM OF STRATEGIC DECISIONS: a strategic vision for the comprehension of the communication value in organizations
Echenique, Raul Herrera
Valor comunicacional, reputación, estrategia, sociocomunicación, semioestrategia
Español
title_short PLATFORM OF STRATEGIC DECISIONS: a strategic vision for the comprehension of the communication value in organizations
title_full PLATFORM OF STRATEGIC DECISIONS: a strategic vision for the comprehension of the communication value in organizations
title_fullStr PLATFORM OF STRATEGIC DECISIONS: a strategic vision for the comprehension of the communication value in organizations
title_full_unstemmed PLATFORM OF STRATEGIC DECISIONS: a strategic vision for the comprehension of the communication value in organizations
title_sort PLATFORM OF STRATEGIC DECISIONS: a strategic vision for the comprehension of the communication value in organizations
author Echenique, Raul Herrera
author_facet Echenique, Raul Herrera
Untiveros, Raúl Bendezú
author_role author
author2 Untiveros, Raúl Bendezú
author2_role author
dc.contributor.author.fl_str_mv Echenique, Raul Herrera
Untiveros, Raúl Bendezú
dc.subject.por.fl_str_mv Valor comunicacional, reputación, estrategia, sociocomunicación, semioestrategia
Español
topic Valor comunicacional, reputación, estrategia, sociocomunicación, semioestrategia
Español
description The strategic decisions to achieve the longed communication efficiency form the north in the generation of intangible value of the organizations. The present investigation is used by the model Plataform of Strategic Decisions, developed by the authors, to understand the practice of the strategic communication of an intangible key value: the reputation of brands. The aim of this investigation is to analyze the generation of communication value in brands with high reputational value. His methodology is focused in indicators of qualitative order to explain the strategic decisions in communication, for it there is in use a sampling constituted by 10 companies with major reputation in the strong / robust level (between 60 and 79 points), in agreement to the RepTrak Chile 2018, observed in the dimension of the ' media visibility '. Keywords:  Communication value, reputation, strategy, socialcommunication, semiostrategy.
publishDate 2019
dc.date.none.fl_str_mv 2019-04-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5989
10.20873/uft.2447-4266.2019v5n2p120
url https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5989
identifier_str_mv 10.20873/uft.2447-4266.2019v5n2p120
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5989/15120
https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5989/15139
https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5989/15166
https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5989/15185
https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5989/15204
https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5989/15223
dc.rights.driver.fl_str_mv Copyright (c) 2019 Revista Observatório
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2019 Revista Observatório
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/epub+zip
application/octet-stream
application/zip
application/x-gzip
application/zip
dc.publisher.none.fl_str_mv Universidade Federal do Tocantins - UFT
publisher.none.fl_str_mv Universidade Federal do Tocantins - UFT
dc.source.none.fl_str_mv Observatory Journal; Vol. 5 No. 2 (2019): v. 5 n. 2 (2019): Estudos comunicacionais na América Latina Abr-Jun (2019); 120-152
Observatorio Magazine; Vol. 5 Núm. 2 (2019): v. 5 n. 2 (2019): Estudos comunicacionais na América Latina Abr-Jun (2019); 120-152
Observatoire Journal; Vol. 5 No. 2 (2019): v. 5 n. 2 (2019): Estudos comunicacionais na América Latina Abr-Jun (2019); 120-152
Revista Observatório ; v. 5 n. 2 (2019): v. 5 n. 2 (2019): Estudos comunicacionais na América Latina Abr-Jun (2019); 120-152
2447-4266
10.20873/uft.2447-4266.2019v5n2
reponame:Revista Observatório
instname:Universidade Federal do Tocantins (UFT)
instacron:UFT
instname_str Universidade Federal do Tocantins (UFT)
instacron_str UFT
institution UFT
reponame_str Revista Observatório
collection Revista Observatório
repository.name.fl_str_mv Revista Observatório - Universidade Federal do Tocantins (UFT)
repository.mail.fl_str_mv gilsonportouft@gmail.com||gilsonporto@uft.edu.br||
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