A importância da comunicação estratégica integrada para a sustentabilidade das microempresas : o caso Napural
Miniatura indisponível
Data
2024
Autores
Título da revista
ISSN da revista
Título do Volume
Editora
Resumo
Esta dissertação de mestrado investiga o papel crucial da comunicação estratégica integrada (CEI) na sustentabilidade económica das microempresas. Com o cenário empresarial cada vez mais complexo e a crescente consciencialização ambiental e social, as microempresas enfrentam desafios significativos para manter operações sustentáveis. Numa primeira parte, o estudo apresenta uma revisão de literatura relevante sobre comunicação estratégica para a generalidade das organizações. A segunda parte da revisão de literatura procura caracterizar o ambiente específico das microempresas e as características que requerem métodos e processos comunicativos próprios e diferenciados, abordando conceitos de liderança, poder, inovação e comunicação integrada de marketing. A terceira parte da dissertação ilustra a teoria investigada, através da apresentação do Plano Estratégico de Comunicação (PEC) da marca Napural, uma microempresa nacional dedicada ao fabrico e comercialização de produtos de saboaria, cosmética e aromaterapia natural, que iniciou o seu caminho pela definição clara do conceito e posicionamento que pretendia adotar e só depois passou à operação. No PEC é possível reconhecer o papel crucial de uma liderança empenhada em manter a autenticidade do conceito e dos objetivos, a aposta no caminho do relacionamento com stakeholders e clientes e ainda a aposta em canais tecnológicos acessíveis para o trilho de um caminho que se deseja longo e forte. Palavras-chave: Comunicação Estratégica, Microempresas, Poder Relacional, Liderança Autêntica
This master's thesis investigates the crucial role of integrated strategic communication (IEC) in the economic sustainability of microenterprises. With the increasingly complex business landscape and growing environmental and social awareness, microenterprises face significant challenges in maintaining sustainable operations. In the first part, the study presents a review of relevant literature on strategic communication for most organizations. The second part of the literature review seeks to characterize the specific environment of micro-enterprises and the characteristics that require their own and differentiated communicative methods and processes, addressing concepts of leadership, power, innovation and integrated marketing communication. The third part of the dissertation illustrates the theory investigated, through the presentation of the Strategic Communication Plan (PEC) of the Napural brand, a national micro-company dedicated to the manufacture and marketing of soap, cosmetic and natural aromatherapy products, which began its journey by defining clear of the concept and positioning it intended to adopt and only then went into operation. In the PEC it is possible to recognize the crucial role of a leadership committed to maintaining the authenticity of the concept and objectives, the commitment to the path of relationships with stakeholders and customers and the commitment to accessible technological channels to follow a path that is expected to be long it is strong. Keywords: Strategic Communication, Microcompanies, Relational Power, Authentic Leadership
This master's thesis investigates the crucial role of integrated strategic communication (IEC) in the economic sustainability of microenterprises. With the increasingly complex business landscape and growing environmental and social awareness, microenterprises face significant challenges in maintaining sustainable operations. In the first part, the study presents a review of relevant literature on strategic communication for most organizations. The second part of the literature review seeks to characterize the specific environment of micro-enterprises and the characteristics that require their own and differentiated communicative methods and processes, addressing concepts of leadership, power, innovation and integrated marketing communication. The third part of the dissertation illustrates the theory investigated, through the presentation of the Strategic Communication Plan (PEC) of the Napural brand, a national micro-company dedicated to the manufacture and marketing of soap, cosmetic and natural aromatherapy products, which began its journey by defining clear of the concept and positioning it intended to adopt and only then went into operation. In the PEC it is possible to recognize the crucial role of a leadership committed to maintaining the authenticity of the concept and objectives, the commitment to the path of relationships with stakeholders and customers and the commitment to accessible technological channels to follow a path that is expected to be long it is strong. Keywords: Strategic Communication, Microcompanies, Relational Power, Authentic Leadership
Descrição
Palavras-chave
COMMUNICATION, COMMUNICATION STRATEGIES, SME, ECONOMIC SUSTAINABILITY, LEADERSHIP, INNOVATION, MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, ESTRATÉGIAS DE COMUNICAÇÃO, PME, LIDERANÇA, INOVAÇÃO, Mestrado em Ciências da Comunicação, Marketing e Publicidade