El papel de la comunicación en la internacionalización de las multilatinas colombianas
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2022
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03/03/2022
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Universidad Complutense de Madrid
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Abstract
Las relaciones públicas son una herramienta estratégica de comunicación corporativa que tiene como propósito vincular simétricamente los intereses de las organizaciones con las de sus grupos de interés, denominados stakeholders. Al llevarse dicho concepto al ámbito internacional de las corporaciones transnacionales, tenemos que el margen de maniobra se amplía y es más complejo, ya que las organizaciones deben establecer conexiones constakeholders ubicados en su país de origen (home country), en los países donde hacen presencia con sus negocios y filiales (host countries), así como grupos de interés transnacionales (transnational publics) que estarán siempre atentos y expectantes al comportamiento de este tipo de actores. El orden económico global tiene como característica el enorme protagonismo que han adquirido las empresas multinacionales como actores que intervienen en las dinámicas de los mercados locales como consecuencia de mayor apertura de fronteras, un elevado incremento de las relaciones comerciales, la internacionalización del trabajo y el traslado de los puntos de fábrica en lugares más intensivos en materias primas y mano de obra barata y competitiva...
Public relations is a strategic corporate communication tool whose purpose is to symmetrically link the interests of organizations with those of their interest groups, known as stakeholders. When this concept is taken to the international scope of transnational corporations, the room for maneuver widens and becomes more complex, since organizations must establish connections with stakeholders located in their country of origin (homecountry), in the countries where they are present with their businesses and subsidiaries (hostcountries), as well as with transnational interest groups (transnational publics) that will always be attentive and expectant to the behaviour of this type of actors.The global economic order is characterized by the enormous protagonism acquired by multinational companies as actors that intervene in the dynamics of local markets as a consequence of a greater opening of borders, a high increase in trade relations, the internationalization of labour and the relocation of factories to places that are more intensive in raw materials and cheap and competitive labour...
Public relations is a strategic corporate communication tool whose purpose is to symmetrically link the interests of organizations with those of their interest groups, known as stakeholders. When this concept is taken to the international scope of transnational corporations, the room for maneuver widens and becomes more complex, since organizations must establish connections with stakeholders located in their country of origin (homecountry), in the countries where they are present with their businesses and subsidiaries (hostcountries), as well as with transnational interest groups (transnational publics) that will always be attentive and expectant to the behaviour of this type of actors.The global economic order is characterized by the enormous protagonism acquired by multinational companies as actors that intervene in the dynamics of local markets as a consequence of a greater opening of borders, a high increase in trade relations, the internationalization of labour and the relocation of factories to places that are more intensive in raw materials and cheap and competitive labour...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 03-03-2022