Desarrollo de un nuevo proceso de comunicación entre telefónica movistar Ecuador y sus distribuidores autorizados (das) que genere efectividad en el mensaje y alineamiento estratégico
Telefónica reached to Ecuador 10 years ago, precisely at a time when the country was not going through its best political moment, therefore arrival may not have had the impact that was expected. Over time, the name Telefónica was popularized in Ecuador, not only for its interesting commercial offer,...
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| Format: | masterThesis |
| Idioma: | spa |
| Publicat: |
2014
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| Matèries: | |
| Accés en línia: | http://dspace.udla.edu.ec/handle/33000/3092 |
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Afegir etiqueta | Sumari: | Telefónica reached to Ecuador 10 years ago, precisely at a time when the country was not going through its best political moment, therefore arrival may not have had the impact that was expected. Over time, the name Telefónica was popularized in Ecuador, not only for its interesting commercial offer, but because it appeared as a serious, honest and committed company. In addition, internal practices came to the fore over other companies. Its management of the work environment and innovative practices earned it recognition from other companies. Part of these different and innovative practices was organizational communication. 6 years ago, just a few companies had internal communication areas in its structures. However, Telefónica started to generate internal communication’s strategies, with great support from the steering committee of the company, which would be part of the change in the organizational culture that subsequently contributed to the results of the company. This is how over the years the internal communication in Telefónica became very strength, however, over time the organization realized that had neglected one of its most important stakeholders: the dealers. This is the reason why Telefónica decided to create the commercial communication area to this important audience. The improvement opportunities in communication between Telefónica and its dealers are several, that’s why this project proposes a strategic improvement plan based on a diagnosis of the current situation of the company. To achieve this, the commercial area was an important part of the team, in order to be aligned not only with the overall objectives of the company but also with the needs of this area while managing dealers This project took the internal communication to employees of Telefonica as a reference and best practice, which has a great success and acceptance point and it can be replicated with this "hybrid" public (dealers). |
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