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 subje...
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| Format: | Article |
| Language: | Spanish |
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Universidad de los Llanos
2022-05-01
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| Series: | Revista Geon |
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| Online Access: | https://revistageon.unillanos.edu.co/index.php/geon/article/view/757 |
| _version_ | 1818203396630380544 |
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| author | Yosselin Zevallos Oscco Juan Alberto Collado Vargas Pedro Leonardo Tito Huamani |
| author_facet | Yosselin Zevallos Oscco Juan Alberto Collado Vargas Pedro Leonardo Tito Huamani |
| author_sort | Yosselin Zevallos Oscco |
| collection | DOAJ |
| description |
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 structured and rigorous review of high-impact articles, academic repositories, among others. Results: The results show that there is little research on the subject carried out in our region, mainly from European and Asian countries; furthermore, most of the scientific articles taken as primary sources are of the Q1 and Q2 category. On the other hand, the number of articles on the subject has increased after COVID-19 confinement. Discussion: It became evident that communication is indeed a strategic management tool that influences brand positioning through competitive differentiation, thus contributing to the co-creation of values in all contexts and with the different stakeholders. Conclusions: Communication in its various dimensions is a priority for optimal organizational development and, due to the pandemic, is taking on the challenge and responsibility to redefine itself. Contribution/originality: It is hoped to continue contributing to the field of study and to generate proposals aimed at improving organizational communication in any type and size of the company.
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| first_indexed | 2024-12-12T03:24:41Z |
| format | Article |
| id | doaj.art-27d41fd002f84a848185e767999ebcaf |
| institution | Directory Open Access Journal |
| issn | 2346-3910 |
| language | Spanish |
| last_indexed | 2024-12-12T03:24:41Z |
| publishDate | 2022-05-01 |
| publisher | Universidad de los Llanos |
| record_format | Article |
| series | Revista Geon |
| spelling | doaj.art-27d41fd002f84a848185e767999ebcaf2022-12-22T00:40:04ZspaUniversidad de los LlanosRevista Geon2346-39102022-05-019110.22579/23463910.757La comunicación como estrategia de diferenciación competitivaYosselin Zevallos Oscco0Juan Alberto Collado Vargas1Pedro Leonardo Tito Huamani2National University of San Marcos National University of San Marcos National University of San Marcos 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 structured and rigorous review of high-impact articles, academic repositories, among others. Results: The results show that there is little research on the subject carried out in our region, mainly from European and Asian countries; furthermore, most of the scientific articles taken as primary sources are of the Q1 and Q2 category. On the other hand, the number of articles on the subject has increased after COVID-19 confinement. Discussion: It became evident that communication is indeed a strategic management tool that influences brand positioning through competitive differentiation, thus contributing to the co-creation of values in all contexts and with the different stakeholders. Conclusions: Communication in its various dimensions is a priority for optimal organizational development and, due to the pandemic, is taking on the challenge and responsibility to redefine itself. Contribution/originality: It is hoped to continue contributing to the field of study and to generate proposals aimed at improving organizational communication in any type and size of the company. https://revistageon.unillanos.edu.co/index.php/geon/article/view/757M14 Corporate Culture; Diversity; Social Responsibility; M31 Marketing; L25 Firm Performance: Size, Diversification, and Scopecommunicationcompanycompetitivenessdiferentiationmanagement |
| spellingShingle | Yosselin Zevallos Oscco Juan Alberto Collado Vargas Pedro Leonardo Tito Huamani La comunicación como estrategia de diferenciación competitiva Revista Geon M14 Corporate Culture; Diversity; Social Responsibility; M31 Marketing; L25 Firm Performance: Size, Diversification, and Scope communication company competitiveness diferentiation management |
| title | La comunicación como estrategia de diferenciación competitiva |
| title_full | La comunicación como estrategia de diferenciación competitiva |
| title_fullStr | La comunicación como estrategia de diferenciación competitiva |
| title_full_unstemmed | La comunicación como estrategia de diferenciación competitiva |
| title_short | La comunicación como estrategia de diferenciación competitiva |
| title_sort | la comunicacion como estrategia de diferenciacion competitiva |
| topic | M14 Corporate Culture; Diversity; Social Responsibility; M31 Marketing; L25 Firm Performance: Size, Diversification, and Scope communication company competitiveness diferentiation management |
| url | https://revistageon.unillanos.edu.co/index.php/geon/article/view/757 |
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