Cultura Organizacional: um estudo de caso de influência nos objetivos estratégicos de uma empresa de comunicação.
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Data
2022-12-14
Tipo de documento
Monografia
Título da Revista
ISSN da Revista
Título de Volume
Área do conhecimento
Engenharias
Modalidade de acesso
Acesso aberto
Editora
Autores
Frigo, Robinson Tiago Grassi
Orientador
Ackermann, Andres Eberhard Friedl
Coorientador
Resumo
O mercado brasileiro a cada ano se torna mais competitivo, com surgimento de novas
tecnologias, mudanças de hábitos de consumo e o advento do mundo digital, faz com
que as empresas tradicionais criem estratégias para se manterem competitivas no
mercado. Deste modo, a cultura organizacional tem papel fundamental na
transformação interna e o desenvolvimento de estratégias destrutivas e totalmente
novas para organização. Diante disso, o objetivo deste estudo é avaliar em uma
empresa de comunicação de grande porte, como adaptar uma empresa tradicional a
era digital e como a cultura organizacional influencia no processo de execução de
novas estratégias, utilizando como base os conceitos das ferramentas da qualidade e
planejamento estratégico responsáveis pela identificação, análise e proposta de ações
corretivas para solução dos problemas e melhoria dos processos. Esta pesquisa
apresenta um estudo de caso quantitativo e qualitativo, uma vez que tem o intuito de
gerar conhecimentos para aplicação prática com o intuito de resolução de problemas,
este estudo tem natureza de pesquisa aplicada, pois se trata de uma aplicação prática
que envolve um caso real com interesses locais e com objetivo específicos. A partir
da realização dessa pesquisa, foi possível analisar e avaliar o processo de adaptação
de uma empresa de comunicação de grande porte para reestruturar as estratégias e
adaptar o negócio para era digital, com a transformação dos processos internos e no
trabalho da cultura organizacional. Dentre os ganhos mensurados, podemos citar o
aumento de 84% do faturamento do meio digital no período de 2018 a 2021, que
mesmo com as dificuldades causadas pela pandemia durante este período, foi o único
meio que manteve crescimento em relação ao ano anterior. Além da superação da
meta orçada nos dois últimos anos do período. Também é possível citar ganhos
qualitativos como, maior engajamento, adaptação a cultura organizacional, bom
relacionamento entre áreas de operação e melhor fluxo nos processos entre as
equipes.
The Brazilian market becomes more competitive every year, with the emergence of new technologies, changes in consumption habits and the advent of the digital world, makes traditional companies create strategies to remain competitive in the market. In this way, the organizational culture plays a fundamental role in the internal transformation and the development of destructive and totally new strategies for the organization. In view of this, the objective of this study is to evaluate, in a large communication company, how to adapt a traditional company to the digital age and how the organizational culture influences the process of executing new strategies, using as a basis the concepts of quality tools and strategic planning responsible for identifying, analyzing and proposing corrective actions to solve problems and improve processes. This research presents a quantitative and qualitative case study, since it aims to generate knowledge for practical application in order to solve problems, this study has the nature of applied research, since it is a practical application that involves a case with local interests and specific objectives. From the realization of this research, it was possible to analyze and evaluate the adaptation process of a large communication company to restructure the strategies and adapt the business to the digital age, with the transformation of the internal processes and the work of the organizational culture. Among the gains measured, we can mention the 84% increase in revenue from the digital medium in the period from 2018 to 2021, which, even with the difficulties caused by the pandemic during this period, was the only medium that maintained growth compared to the previous year. In addition to exceeding the budgeted target in the last two years of the period. It is also possible to cite qualitative gains such as greater engagement, adaptation to the organizational culture, good relationship between operating areas and better flow in processes between teams.
The Brazilian market becomes more competitive every year, with the emergence of new technologies, changes in consumption habits and the advent of the digital world, makes traditional companies create strategies to remain competitive in the market. In this way, the organizational culture plays a fundamental role in the internal transformation and the development of destructive and totally new strategies for the organization. In view of this, the objective of this study is to evaluate, in a large communication company, how to adapt a traditional company to the digital age and how the organizational culture influences the process of executing new strategies, using as a basis the concepts of quality tools and strategic planning responsible for identifying, analyzing and proposing corrective actions to solve problems and improve processes. This research presents a quantitative and qualitative case study, since it aims to generate knowledge for practical application in order to solve problems, this study has the nature of applied research, since it is a practical application that involves a case with local interests and specific objectives. From the realization of this research, it was possible to analyze and evaluate the adaptation process of a large communication company to restructure the strategies and adapt the business to the digital age, with the transformation of the internal processes and the work of the organizational culture. Among the gains measured, we can mention the 84% increase in revenue from the digital medium in the period from 2018 to 2021, which, even with the difficulties caused by the pandemic during this period, was the only medium that maintained growth compared to the previous year. In addition to exceeding the budgeted target in the last two years of the period. It is also possible to cite qualitative gains such as greater engagement, adaptation to the organizational culture, good relationship between operating areas and better flow in processes between teams.
Palavras-chave
Cultura organizacional, Planejamento estratégico, Transformação digital, Empresa de comunicação