Título: | CHARACTERISTICS OF RESILIENCE AND THE IMPLEMENTATION OF A NEW CORPORATE COMMUNICATION STRATEGY: A CASE STUDY | ||||||||||||||||||||||||||||||||||||
Autor: |
NELSON JORGE DE SOUZA DABUL |
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Colaborador(es): |
PATRICIA AMELIA TOMEI - Orientador |
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Catalogação: | 21/SET/2012 | Língua(s): | PORTUGUESE - BRAZIL |
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Tipo: | TEXT | Subtipo: | THESIS | ||||||||||||||||||||||||||||||||||
Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=20436&idi=1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=20436&idi=2 |
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DOI: | https://doi.org/10.17771/PUCRio.acad.20436 | ||||||||||||||||||||||||||||||||||||
Resumo: | |||||||||||||||||||||||||||||||||||||
In the current context, where everyday changes are faster and deeper,
individuals are demanded to be ready and show ability to deal and surpass adverse
situations, becoming in the process stronger and more prepared than before. This
competence, called resilience, is the subject of this research, which has the
objective to analyze how resilience characteristics identified on organizational
leaders facilitated the implementation of a new corporate communication strategy.
To study this issue a descriptive and analytical research has been done, applied to
a case of a media and entertainment company that recently has passed through an
evolutionary process in its corporate communication strategy. Eight in deep
interviews have been conducted with leaders of the corporate communication area
at the researched company. Based on these interviews, the area’s organizational
resilience has been evaluated using the Hamel & Välikangas (2003) construct as a
basis. The leaders’ individual resilience level has been assessed by the
administration of the Resilience Scale developed by Wagnild & Young (1993,
2011), in its version translated and validated to Portuguese (Pesce et al., 2005).
The main results of the research suggest, in line with the Wagnild (2011), Ojeda
(1997) and Lengnick-Hall et al. (2011) references, among others, that several
resilience characteristics identified on leaders of the studied area – mainly
perseverance, initiative, relationship ability and flexibility – facilitated the
development and implementation of the new corporate communication model by
fostering an environment favorable to research, learning, creativity and
experimentation. These results also demonstrate that the above mentioned
environment allowed the company to successfully deal with the Cognitive,
Strategic, Political and Ideological challenges stated by Hamel & Välikangas
(2003), and so could be considered a resilient organization. Furthermore, based on
the resilience scale administrated, leaders of the researched area showed, in their
majority, a high resilience level (Wagnild, 2011).
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