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Advisor(s)
Abstract(s)
A atual sociedade moderna onde nos inserimos, caracterizada pela imprevisibilidade, híper conectividade e mobilidade, alterou o paradigma organizacional e revolucionou os métodos de
organização de trabalho e de valorização dos colaboradores. Estas alterações, aliadas à proliferação
e eliminação de barreiras transfronteiriças, elevaram a competitividade e lançaram novos desafios
organizacionais que promovessem uma diferenciação positiva. Um dos principais aspetos que
passou a ser valorizado no campo organizacional foi o Engagement e o bem-estar dos
colaboradores, pois muitas organizações começaram a analisar indicadores de desempenho e a
compreender que este poderia ser um fator influenciador e impulsionador de resultados. De facto,
este conceito foi alvo de inúmeros estudos, devido aos seus resultados e à forma de como estava
alinhado com a Cultura Organizacional e como era veiculado através da Comunicação Interna.
Assim, nesta investigação pretende-se compreender e analisar a Cultura Organizacional enquanto
preditora de Engagement, através da análise do papel mediador da Comunicação Interna. Com o
intuito de aprofundar esta investigação e as suas implicações práticas foi selecionado o estudo de
Caso da Rituals Cosmetics Portugal e aplicada uma metodologia qualitativa operacionalizada
através da realização de entrevistas semiestruturadas e análise de documental cedida pela empresa.
Após a aplicação desta metodologia, foi possível correlacionar as variáveis acima descritas e
compreender que a Comunicação Interna é extremamente valorizada pela organização e que
veicula os principais valores de Cultura Organizacional. Foi também possível, compreender que
os valores, a founders mentality, e os modelos de liderança inspirados no framework FOAM são
os aspetos basilares da Cultura Organizacional da Rituals. Foi ainda possível, concluir que estes
fatores influenciam diretamente os níveis de Engagement organizacional, que atualmente, a nível
nacional, se destacam no quadro europeu.
ABSTRACT: The modern society we live in, characterized by unpredictability, hyper-connectivity, and mobility, has changed the organizational paradigm, and revolutionized the methods of organizing work and valuing employees. These changes, combined with the proliferation and elimination of cross border barriers, have raised competitiveness, and launched new organizational challenges that promote positive differentiation. One of the main aspects that gained relevance in the organizational field was employee engagement and well-being, as many organizations began to analyze performance indicators and to understand that this could be an influencing factor and a driver of results. In fact, this concept was the target of numerous studies due to its results and how it was aligned with the Organizational Culture and was conducted through Internal Communication. Thus, this research project aims to understand and analyze the Organizational Culture as a predictor of Engagement through the analysis of the mediating role of Internal Communication. To deepen this research and its practical implications, the case study of Rituals Cosmetics Portugal was selected, and a qualitative methodology was applied through semi-structured interviews and document analysis provided by the company. After applying this methodology, it was possible to correlate the variables described above and understand that Internal Communication is highly valued by the organization and that it conveys the main values of Organizational Culture. It was also possible to understand that the values, the founder’s mentality, and the leadership models inspired by the FOAM framework are the basic aspects of Rituals' Organizational Culture. It was also possible to conclude that these factors directly influence the levels of organizational Engagement that currently stand out at a national level within the European framework.
ABSTRACT: The modern society we live in, characterized by unpredictability, hyper-connectivity, and mobility, has changed the organizational paradigm, and revolutionized the methods of organizing work and valuing employees. These changes, combined with the proliferation and elimination of cross border barriers, have raised competitiveness, and launched new organizational challenges that promote positive differentiation. One of the main aspects that gained relevance in the organizational field was employee engagement and well-being, as many organizations began to analyze performance indicators and to understand that this could be an influencing factor and a driver of results. In fact, this concept was the target of numerous studies due to its results and how it was aligned with the Organizational Culture and was conducted through Internal Communication. Thus, this research project aims to understand and analyze the Organizational Culture as a predictor of Engagement through the analysis of the mediating role of Internal Communication. To deepen this research and its practical implications, the case study of Rituals Cosmetics Portugal was selected, and a qualitative methodology was applied through semi-structured interviews and document analysis provided by the company. After applying this methodology, it was possible to correlate the variables described above and understand that Internal Communication is highly valued by the organization and that it conveys the main values of Organizational Culture. It was also possible to understand that the values, the founder’s mentality, and the leadership models inspired by the FOAM framework are the basic aspects of Rituals' Organizational Culture. It was also possible to conclude that these factors directly influence the levels of organizational Engagement that currently stand out at a national level within the European framework.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Gestão Estratégica das Relações Públicas.
Keywords
Cultura organizacional Relações públicas Comunicação interna Engagement organizacional Organizational culture Public relations Internal communication Organizational engagement
Citation
Marques, L.M.D. (2022). A cultura organizacional enquanto preditora de engagement organizacional: Análise do papel mediador da comunicação interna na Rituals Cosmetics . [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/15562
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social