masterThesis
¿Es el endomarketing una herramienta de valor en la cooperación entre áreas internas de una organización?
Fecha
2020Registro en:
658.802 M337
Autor
Marín Alfonso, Guillermo Andrés
Peña Rodríguez, Mariluz
Institución
Resumen
The deepening of a concept such as endomarketing and its applicability are important aspects given the performance management revolution that is in full development in organizations from different geographies, where it has been reassessing every aspect of this programs to contribute to the alignment between areas, higher productivity and better working environment. The majority of people who have a job and belong to an area of the company where we work, we understand from the same experience that if there is a direct motivation factor and there is a sensitivity to the process of the other, the degree of error is lower when it comes to execute an action or implement any process. The objective of the present research is to determine and analyze whether the application of endomarketing strategies favors both cooperation between internal areas of organizations and their impact on the performance of their needs, in order to address ideas, experiences and results that are achieved by applying it. Through interviews with five participants in Bogotá and Medellin, and using a qualitative interpretive methodology, there is evidence of the management carried out with endomarketing for cooperation and the scenario in which these strategies are developed within organizations.