Marketing pessoal : uma perspetiva empírica
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2018
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A bajulação em contexto laboral é uma temática que, embora tão contemporânea quanto perene, pouco se debate dentro das empresas. Mesmo quando a identifica, o mundo empresarial trata-a com sátiras, dando-lhe pouca importância. Porém, nesta investigação interessa-nos a relevância do lisonjeio exacerbado, a sua influência interpessoal e organizacional, dado que pode repercutir (ou não) na própria cultura da empresa.
Também a nível bibliográfico o investimento nesta temática em contexto organizacional tem sido escasso. O presente estudo procurou, apesar dessa limitação, aclarar algumas ideias e conceitos na área, diferenciando o individuo que trabalha o seu marketing pessoal para construção da sua marca e reputação, do indivíduo lisonjeador exacerbado cujo peso na organização pode ser centrífugo.
Nesta investigação, considera-se a marca pessoal enquanto um construto baseado na utilização do marketing pessoal. Tomam-se, pois, esses dois elementos da gestão como estritamente ligados, o que nos leva a constatar que, ao invés do habitual slogan «uma imagem por si só vale mil palavras» (por vezes, enganador, e quase sempre enganador na área das relações humanas), o empresarialmente certo seria uma imagem, só quando acompanhada de feitos reais e efetivos, valer as mil palavras.
Confirmando a bajulação como uma quase inevitável prática social e socializante, caracterizando-a e alertando para uma certa desconstrução organizacional que ela provoca, sublinha-se, por outro lado, neste estudo, as ferramentas de construção legítima e vigorosa de uma reputação pessoal (marca pessoal), disponibilizadas pelo marketing pessoal e conducentes de mais valia para a organização empresarial no seu todo. Eis aqui, nesta afirmação, o foco central deste estudo.
Flirtation in a labor context is a theme that, although contemporary as well as perennial, has little debate within companies. Even when it identifies it, the business world treats it with satire, giving it little importance. However, in this research we are interested in the relevance of flattery, its interpersonal and organizational influence, since it can affect (or not) the company's own culture. Also at the bibliographic level, the investment in this theme in an organizational context has been scarce. The present study sought, despite this limitation, to clarify some ideas and concepts in the area, differentiating the individual who works his personal marketing to build his brand and reputation, the exacerbating flattering individual whose weight in the organization can be centrifugal. In this research, personal brand is considered as a construct based on the use of personal marketing. These two elements of management are thus closely linked, which leads us to note that, instead of the usual slogan "an image alone is worth a thousand words" (sometimes misleading, and almost always misleading in the area of human relations), the entrepreneurially certain would be an image accompanied by real and effective deeds worth the thousand words. Confirming flattery as an almost inevitable social and socializing practice, characterizing it and alerting to a certain organizational deconstruction that it provokes, on the other hand, it stresses in this study, the tools of legitimate and vigorous construction of a personal reputation (brand personal), made available by personal marketing and conducive to the added value of the business organization as a whole. Here, in this statement, is the central focus of this study.
Flirtation in a labor context is a theme that, although contemporary as well as perennial, has little debate within companies. Even when it identifies it, the business world treats it with satire, giving it little importance. However, in this research we are interested in the relevance of flattery, its interpersonal and organizational influence, since it can affect (or not) the company's own culture. Also at the bibliographic level, the investment in this theme in an organizational context has been scarce. The present study sought, despite this limitation, to clarify some ideas and concepts in the area, differentiating the individual who works his personal marketing to build his brand and reputation, the exacerbating flattering individual whose weight in the organization can be centrifugal. In this research, personal brand is considered as a construct based on the use of personal marketing. These two elements of management are thus closely linked, which leads us to note that, instead of the usual slogan "an image alone is worth a thousand words" (sometimes misleading, and almost always misleading in the area of human relations), the entrepreneurially certain would be an image accompanied by real and effective deeds worth the thousand words. Confirming flattery as an almost inevitable social and socializing practice, characterizing it and alerting to a certain organizational deconstruction that it provokes, on the other hand, it stresses in this study, the tools of legitimate and vigorous construction of a personal reputation (brand personal), made available by personal marketing and conducive to the added value of the business organization as a whole. Here, in this statement, is the central focus of this study.
Descrição
Orientação: Maria
João Castelbranco da Silveira
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, MARKETING, IDENTIDADE PESSOAL, IMAGEM, MARKETING, PERSONAL IDENTITY, IMAGE