La comunicación como estrategia de diferenciación competitiva
Problematic: Competitiveness in the market follows a growing trend due to global phenomena that have implications for the organizational scenario. In this context, organizational communication comes into play as a tool for adapting to these changes. Although there are important studies on the subject, the favorable impact of organizational communication is still not fully recognized in many countries. In that way, it’s necessary to continue to deepen and delimit the field of study. Objectives: Analyse the importance of both internal and external communication to identify strategies that can be used as a competitive differentiator for the company. Materials and methods: This is exploratory research with a qualitative approach through a struc... Ver más
2346-3910
9
2022-01-17
757
http://purl.org/coar/access_right/c_abf2
info:eu-repo/semantics/openAccess
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-SinDerivadas 4.0.
Yosselin Zevallos Oscco, Juan Alberto Collado Vargas, Pedro Leonardo Tito Huamani - 2022
