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Advisor(s)
Abstract(s)
Atualmente assiste-se a uma grande competitividade empresarial, obrigando os
empresários a adaptarem-se a uma nova realidade, de modo a assegurar a sua
sobrevivência no mercado. Mudanças comportamentais dos empresários e modernas
formas de gestão tornaram-se indispensáveis para a garantia de um futuro próspero
para os seus negócios. Da mesma forma, as associações empresariais precisam de
ser ágeis conforme exige o mercado e mudar também seu perfil e forma de atuação,
tornando-se, de facto, entidades articuladoras e prestadoras de serviços para os seus
associados. As associações empresariais, à semelhança de outras organizações,
preocupam-se, cada vez mais, com a comunicação. Esta assume um papel de
extrema importância, funcionando como elo de ligação entre a associação empresarial
e o seu target - os seus associados.
Com este projeto de investigação procurou-se analisar a componente comunicativa da
Associação Empresarial da Região de Viseu – AIRV. A partir da recolha de conteúdos
bibliográficos e da aplicação de alguns métodos de análise de conteúdo, foi
investigado se a comunicação com os seus associados é eficaz, ou seja, se a sua
mensagem é transmitida com sucesso.
Em termos de resultados globais, os associados consideram que a AIRV representa
corretamente os seus interesses, sendo que a comunicação entre ambos é eficaz.
Conclui-se que a relação entre a empresa e a AIRV é, de um modo geral, positiva.
Currently we are witnessing a highly business competitiveness, forcing businessmen to adapt to a new reality, in order to ensure their survival in the market. Behavioral changes and modern business management methods have become indispensable to ensure a prosperous future for their business. Likewise, business associations need to be agile as required by the market and also change their profile and form of action, becoming entities coordinating and providing services to its members. Business associations, like other organizations, are now more concerned with the communication. It plays a very important role, acting as a liaison between the business association and its target - the members. With this research project we tried to analyze the communicative component of the Business Association of the Region of Viseu - AIRV. Through collecting bibliographic content and the application of some methods of content analysis, we investigated whether communication with its members is effective, and if their message is successfully transmitted. In terms of overall results, members consider that AIRV correctly represents their interests, and the communication between them is effective. It is also concluded that the relationship between the members and AIRV is generally positive.
Currently we are witnessing a highly business competitiveness, forcing businessmen to adapt to a new reality, in order to ensure their survival in the market. Behavioral changes and modern business management methods have become indispensable to ensure a prosperous future for their business. Likewise, business associations need to be agile as required by the market and also change their profile and form of action, becoming entities coordinating and providing services to its members. Business associations, like other organizations, are now more concerned with the communication. It plays a very important role, acting as a liaison between the business association and its target - the members. With this research project we tried to analyze the communicative component of the Business Association of the Region of Viseu - AIRV. Through collecting bibliographic content and the application of some methods of content analysis, we investigated whether communication with its members is effective, and if their message is successfully transmitted. In terms of overall results, members consider that AIRV correctly represents their interests, and the communication between them is effective. It is also concluded that the relationship between the members and AIRV is generally positive.
Description
Keywords
Organizações Associações Empresariais Comunicação Organizacional Instrumentos de Comunicação
Citation
Publisher
Instituto Politécnico de Viseu, Escola Superior de Educação de Viseu