A contribuição da comunicação na transformação das organizações contemporâneas inovadoras

Abstract

The changes caused by the Industrial Revolutions and the increase of technology, broke with various forms of behavior of society and, consequently, of organizations. The challenge became to remain innovative in the face of an unstable and dynamic scenario that constantly challenges adaptation. This study aimed to understand how communication can contribute to the transformation of contemporary organizations in terms of innovation. The methodology used was a case study conducted at Randon Companies, which this year completes 70 years of history, enough time to experience the various market changes, going through many times of difficulty and yet prevailing increasingly strong. A qualitative interview was also conducted to support what was observed in the case study. The question that guided the research was to understand the contribution of communication in the transformation process of innovative contemporary organizations. In this regard, it was identified from the interpretation and analysis of the data, how the relationship-centered communication and with a technology-aware bias can contribute to the transformation and readaptation of organizations. The work also pointed out the challenges that this scenario poses to the public relations professional, a strategic agent of communicational transformations (sic).