PLATFORM OF STRATEGIC DECISIONS: a strategic vision for the comprehension of the communication value in organizations

Authors

  • Raul Herrera Echenique Foro Iberoamericano sobre Estrategias de Comunicación
  • Raúl Bendezú Untiveros Foro Iberoamericano sobre Estrategias de Comunicación

DOI:

https://doi.org/10.20873/uft.2447-4266.2019v5n2p120

Keywords:

Valor comunicacional, reputación, estrategia, sociocomunicación, semioestrategia

Abstract

The strategic decisions to achieve the longed communication efficiency form the north in the generation of intangible value of the organizations. The present investigation is used by the model Plataform of Strategic Decisions, developed by the authors, to understand the practice of the strategic communication of an intangible key value: the reputation of brands. The aim of this investigation is to analyze the generation of communication value in brands with high reputational value. His methodology is focused in indicators of qualitative order to explain the strategic decisions in communication, for it there is in use a sampling constituted by 10 companies with major reputation in the strong / robust level (between 60 and 79 points), in agreement to the RepTrak Chile 2018, observed in the dimension of the ' media visibility '.

Keywords:  Communication value, reputation, strategy, socialcommunication, semiostrategy.

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Author Biography

Raúl Bendezú Untiveros, Foro Iberoamericano sobre Estrategias de Comunicación

Investigador y Vicepresidente del Capítulo chileno del Foro Iberoamericano sobre Estrategias de Comunicación. FISEC Chile.    E-mail: raul.bendezu.u@gmail.com.

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Published

2019-04-01

How to Cite

ECHENIQUE, Raul Herrera; UNTIVEROS, Raúl Bendezú. PLATFORM OF STRATEGIC DECISIONS: a strategic vision for the comprehension of the communication value in organizations. Observatory Journal, [S. l.], v. 5, n. 2, p. 120–152, 2019. DOI: 10.20873/uft.2447-4266.2019v5n2p120. Disponível em: https://sistemas.uft.edu.br/periodicos/index.php/observatorio/article/view/5989. Acesso em: 22 jul. 2024.

Issue

Vol. 5 No. 2 (2019): v. 5 n. 2 (2019): Estudos comunicacionais na América Latina Abr-Jun (2019)

Section

Dossiê Temático / Thematic dossier / Dossier temático

License

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