期刊名称：Revista Administração em Diálogo (RAD). ISSN 2178-0080
印刷版ISSN：2178-0080
出版年度：2004
卷号：6
期号：1
页码：1
DOI：10.20946/rad.v6i1.675
出版社：Revista Administração em Diálogo (RAD). ISSN 2178-0080
摘要：Esta pesquisa propôs conhecer a imagem corporativa, considerando sua importância para a administração das organizações no cenário atual de maior competitividade e de exigências por parte de segmentos do seu público. O estudo parte da formação da cultura e da identidade de uma organização, analisando estes itens como fundamentais na definição da imagem de uma instituição. Tomando a Pontifícia Universidade Católica de Minas Gerais - PUC Minas - enquanto objeto de estudo, utilizou-se como estratégia metodológica a pesquisa qualitativa, com a análise de conteúdo. O trabalho foi realizado em duas etapas: entrevistas com os gestores da Universidade e pesquisa de campo com segmentos de públicos de interesse tais como: professores e alunos de escolas de segundo grau, alunos de graduação e profissionais de recursos humanos. Observou-se que novas formas de relacionamento entre a organização e seus públicos de interesse foram criadas. Foram também implantados novos meios de comunicação – mais modernos, ágeis e editorialmente trabalhados – e estruturados novos processos de comunicação e interlocução, oportunizando melhor controle para a alta administração, da imagem da sua Universidade.
其他摘要：This research has purpose know a little more about corporative image, considering its importance to management of organizations in current context of higher competition and greater demand. This study came from the configuration of the culture and identity of organization, foreseeing those items as fundamentals to definition of any institution’s image. Taking the Pontifícia Universidade Católica de Minas Gerais - PUC Minas – as object of study, the content analysis was carried out through a qualitative research - the employed methodological strategy. The work was conducted in two stages: (I) interviews with managers, and (II) field research with public segments, such as professors and high school students, undergraduate students, and HR professionals. By way of installing innovative, modern, agile and skillfully edited communication channels, new means of relationship were created among the organization and its stakeholders. Those original processes of communication and dialogue further enhanced the control of the university’s public image by its higher administration.
关键词：Estudos organizacionais; imagem organizacional; universidade Abstract This research has purpose know a little more about corporative image; considering its importance to management of organizations in current context of higher competition and greater demand. This study came from the configuration of the culture and identity of organization; foreseeing those items as fundamentals to definition of any institution’s image. Taking the Pontifícia Universidade Católica de Minas Gerais - PUC Minas – as object of study; the content analysis was carried out through a qualitative research - the employed methodological strategy. The work was conducted in two stages: (I) interviews with managers; and (II) field research with public segments; such as professors and high school students; undergraduate students; and HR professionals. By way of installing innovative; modern; agile and skillfully edited communication channels; new means of relationship were created among the organization and its stakeholders. Those original processes of communication and dialogue further enhanced the control of the university’s public image by its higher administration. Keywords: Organizational studies; organizational image; university
其他关键词：Organizational studies, organizational image, university
