Professional Documents
Culture Documents
MANUAL DE
COMUNICACIN
Gua para gestionar el Conocimiento,
la informacin y las relaciones humanas
en empresas y organizaciones
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Dykinson, 2007
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Impresin:
SAFEKAT, S.L.
Belmonte de Tajo 55, 3 A
28019 Madrid
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Pg.,
PRLOGO
.......................................................................................................
XV $#
?O
..................................................................................................................
PREFACIO ......................................................................................................
XIX $$
..................................................................................................................
NOTA DEL AUTOR
........................................................................................ XXIII
...................................................................................................
$$
INTRODUCCIN
...........................................................................................
3
? .......................................................................................................
Captulo
1.
#1B56-0
Teoras
de
Comunicacin
'03B#4&'0.6/*%#%*D/
CONCEPTO DE COMUNICACIN.......................................................
10
1. !"+
1.1. Componentes
conceptuales de la comunicacin ................................
0.10/'/5'4%0/%'156#-'4&'-#%0.6/*%#%*D/
.......................10
1.2. Pero...
Qu es comunicar? ................................................................
13
'30;6A'4%0.6/*%#3
..............................................................
1.3. Elementos
que intervienen en la comunicacin .................................
15
-'.'/50426'*/5'37*'/'/'/-#%0.6/*%#%*D/..........................
1.4. Teoras
contextuales de la Comunicacin ..........................................
'03B#4%0/5'856#-'4&'-#0.6/*%#%*D/
....................................19
1.4.1.
La comunicacin
interpersonal ................................................
#!("/""'%$%&#"
.............................................20
1.4.2.
La comunicacin
grupal ...........................................................
#!("/"%($
.........................................................22
1.4.3.
La comunicacin
de masas ......................................................
#!("/"!&&
..................................................26
LA COMUNICACIN EN LAS
ORGANIZACIONES
..........................
27
2. "+
&
2.1. El-%0.1-'+0.6/&0&'-#403)#/*:#%*0/'4
complejo mundo de las organizaciones .........................................
...................................27
2.2. Teoras
de comunicacin organizativa ..............................................
'03B#4&'%0.6/*%#%*D/03)#/*:#5*7#
.........................................28
2.3. Tipos
de comunicacin organizativa ....................................................
*104&'%0.6/*%#%*/03)#/*:#5*7#
................................................32
2.3.1.
La comunicacin
descendente .................................................
33
#!("/"&""'.............................................
2.3.2. La comunicacin ascendente ...................................................
35
#!("/"&""' ...............................................
2.3.3. La comunicacin horizontal.....................................................
35
#!("/"#%+#"' ..................................................
3. LA INFORMACIN EN LAS ORGANIZACIONES .............................
36
+ & .......................................
3.1. La informacin, primer estadio de la comunicacin ..........................
37
#*/(03.#%*D/13*.'3'45#&*0&'-#%0.6/*%#%*D/ ..................
3.2. La gestin de la Informacin..............................................................
42
#)'45*D/&'-#/(03.#%*D/ ............................................................
3.2.1. La comunicacin interactiva ....................................................
43
#!("/""'%') .................................................
3.2.2. La poltica de informacin .......................................................
44
$# .'"#%!/" .....................................................
3.2.3. La proteccin de la informacin ..............................................
46
$%#'/" "#%!/" ...........................................
3.3. Los campos de la informacin ...........................................................
47
04%#.104&'-#*/(03.#%*D/ .........................................................
3.4. Los flujos de informacin ..................................................................
50
04(-6+04&'*/(03.#%*D/ ..................................................................
ndice
4.
52
,
#4%5*56&'4%0/4536%5*7#4#/5'-#%0.6/*%#%*D/....................
Captulo 2.
Cmo se comunican las organizaciones por dentro?
#1B56-0
1. LA;D.04'%0.6/*%#/-#403)#/*:#%*0/'4103&'/530
ORGANIZACIN Y SU ENTORNO ................................................
65
2.
DE
("&'-"&#"&%&#!("')&"
LA FUNCIN
COMUNICACIN INTERNA ................................
74
#%"+/"
............................................................................
2.1. Concepto de Comunicacin Interna ...................................................
75
2.2.2.
*104&'0.6/*%#%*D//5'3/#
....................................................... 82
La comunicacin ascendente .................................................
La #!("/"&""'.............................................
2.2.3.
comunicacin horizontal ..................................................
85
#!("/"&""'
............................................... 86
2.3. El
contenido
de la Comunicacin Interna ..........................................
de#!("/"#%+#"'
.................................................. 88
2.4. Utilidad
la Comunicacin Interna .................................................
-%0/5'/*&0&'-#0.6/*%#%*D//5'3/#
..................................... 91
2.5. Comunicacin
Interna e Imagen de Empresa.....................................
5*-*&#&&'-#0.6/*%#%*D//5'3/#...............................................
3.
LA POLTICA
DE COMUNICACIN INTERNA .................................
94
0.6/*%#%*D//5'3/#'.#)'/&'.13'4#
.............................. 94
3.1. Concepto
............................................................................................
*!"+!
3.2. El Marketing Interno ..........................................................................
97
3.2.1.
0/%'150
................................................................................................
Fundamentos
..........................................................................
97
3.2.2.
-#3,'5*/)/5'3/0
............................................................................
Evolucin histrica
................................................................
99
4.
ACTUAL
("!"'#&
SITUACIN
DE LA..........................................................................
FUNCIN DE COMUNICACIN
INTERNA
.................................................................................................
101
)# (/"&'/% .................................................................
!"+!""+"+
Captulo 3.
! ............................................................................................................
La Comunicacin Interna como instrumento de Gestin
1.
organizacin
#&$0 #&#')#&
#%"+/" .......................... 72
...........................................................................
"+"+!
.......................................... 77
2.2. Tipos de Comunicacin Interna .........................................................
2.2.1.
0/%'150&'0.6/*%#%*D//5'3/#
............................................... 78
La comunicacin descendente ...............................................
#1B56-0
LA#0.6/*%#%*D//5'3/#%0.0*/4536.'/50&''45*D/
COMUNICACIN INTERNA Y LA MEJORA DE LA
EFICIENCIA.............................................................................................
106
"+!%
ndice
................................................................
2.1.#(*%*'/%*#'/-#'45*D/
Concepto de Cultura Organizativa
.....................................................
112
"+!%"!"&!#
2.2. La Comunicacin Interna y sus relaciones con la Cultura
Organizativa .......................................................................................
0/%'150&'6-563#3)#/*:#5*7#
.................................................. 115
2.3.#0.6/*%#%*D//5'3/#94643'-#%*0/'4%0/-#6-563#
El Cambio cultural de la Organizacin .............................................
122
3)#/*:#5*7#...........................................................................................
3. EL PAPEL DE LA COMUNICACIN INTERNA EN LA
RESOLUCIN
DE LOS CONFLICTOS ORGANIZATIVOS ...............
124
-#.$*0%6-563#-&'-#3)#/*:#%*D/..........................................
3.1. Naturaleza del Conflicto ....................................................................
"+!
"+ 125
!
&!#
..................................................
3.2. Mtodos de Resolucin de conflictos ................................................
128
3.3.#563#-':#&'-0/(-*%50
Lenguaje, Comunicacin y .....................................................................
Conflicto ...............................................
130
A50&04&''40-6%*D/&'%0/(-*%504
............................................ 130
3.3.1. Los conflictos en la comunicacin ........................................
'/)6#+'0.6/*%#%*D/90/(-*%50
............................................
3.3.2. El lenguaje en la resolucin de los conflictos
.......................
131
#&#" '#&"
#!("/"
3.3.3. Obstculos
de carcter
semntico a la comunicacin ...........
133
"("
%&#
(/" #&#" '#& 134
3.3.4. Seleccin
sintctica
...............................................................
&',(
#&%,'%&!,"'#
#!("/" 137
3.4.
Visin creativa
de los
conflictos organizativos ..................................
/"&"','
4. LA
COMUNICACIN
INTERNA Y LA CALIDAD
ORGANIZATIVA
.....................................................................................
139
!*4*D/%3'#5*7#&'-04%0/(-*%50403)#/*:#5*704 ...........................
139
142
143
143
147
147
152
155
ndice
Captulo 4.
#1B56-0
Herramientas de Comunicacin Interna
'33#.*'/5#4&'0.6/*%#%*D//5'3/#
160
160
161
161
163
"+
! 169
2.2. El Balance
Social ...............................................................................
#'7*45#0'3*D&*%0........................................................................
2.3. El
Manual de Acogida ........................................................................
170
-#-#/%'0%*#-..................................................................................
2.4. La
Gua Prctica de Personal .............................................................
171
-#/6#-&'%0)*&#
2.5. La
carta a los miembros de.........................................................................
la Organizacin ......................................
171
#6B#3@%5*%#&''340/#-............................................................
2.6. El
tabln de anuncios .........................................................................
173
#%#35##-04.*'.$304&'-#3)#/*:#%*D/
................................ 175
3.
FORMAS
DE COMUNICACIN ASCENDENTE ................................
-5#$-D/&'#/6/%*04
......................................................................... 176
3.1. La
entrevista .......................................................................................
! 176
3.2. Los "+
Programas de Sugerencias...........................................................
3.2.1.
#'/53'7*45#
..........................................................................................
Los buzones
y programas de sugerencias ..............................
176
3.2.2.
0430)3#.#4&'6)'3'/%*#4
Los programas de sugerencias.......................................................
y los crculos de calidad .......
178
Concrecin
#&(+#"&*$%#%!&&(%"&
3.2.3.
del uso de programas de sugerencias .................
178
#&$%#%!&&(%"&*
#&.%( #& 180
3.3. Las
encuestas
......................................................................................
4.
DE #"%/"
(&#$%#%!&&(%"&
181
FORMAS
COMUNICACIN
HORIZONTAL .................................
#4'/%6'45#4
....................................................................................... 181
4.1. La
reunin ..........................................................................................
4.2. Las "+&!
Comisiones y Grupos de estudio .................................................
183
5.
OTRAS
HERRAMIENTAS
DE COMUNICACIN INTERNA ............
184
#3'6/*D/
..............................................................................................
5.1. La
Visita a la empresa u organizacin ................................................
#40.*4*0/'4936104&''456&*0
............................................ 185
5.2. La!
Comida informativa"+!
......................................................................
!
185
5.3. Las
Actas de reunin ..........................................................................
185
#!*4*5##-#'.13'4#603)#/*:#%*D/............................................
5.4. El
Memorando....................................................................................
185
#0.*&#*/(03.#5*7#........................................................................
5.5. La
Nota Informativa ...........................................................................
#4%5#4&'3'6/*D/
.......................................................................... 186
5.6. La
Rfaga de Informacin
.................................................................
187
-'.03#/&0
.......................................................................................
5.7. La
Octavilla ........................................................................................
#05#/(03.#5*7#
............................................................................. 187
5.8. El
Correo Electrnico.........................................................................
187
#@(#)#&'/(03.#%*D/.................................................................
6.
EL MTODO
FEED-BACK
360 ............................................................
188
#%5#7*--#
............................................................................................
6.1. Introduccin
.......................................................................................
188
-033'0-'%53D/*%0..........................................................................
6.2. Descripcin del sistema......................................................................
190
)!
'
7.
LAS/530&6%%*D/
REDES INTERNAS.........................................................................
.......................................................................................... 193
7.1. Las
redes internas en el Contexto
de la Comunicacin Elec trnica .
194
'4%3*1%*D/&'-4*45'.#
.....................................................................
7.1.1. !
La comunicacin
electrnica: Internet ..................................
194
..................................................................................
Definicin de Intranet ............................................................
196
7.1.2.
#43'&'4*/5'3/#4'/'-0/5'850&'-#0.6/*%#%*D/-'%
53D/*%#
.....................................................................................................
7.1.3. Caractersticas de las intranets...............................................
198
7.1.4. Ventajas de la aplicacin de una Intranet...............................
199
ndice
,
200
#!("/"
7.1.6. Anlisis
del impacto de'%/"
"'%"'.................................
las intranets .....................................
200
............................................................. 205
7.2.
Ejemplos
"/""'%"'
de Intranets .........................................................................
%'%.&'&
&"'%"'& ............................................ 206
7.3.
Implantacin
de una Intranet..............................................................
/"(""'%"'
.......................... 208
7.4.
Intranet y"'&
Comunicacin$
Interna
.......................................................
#&#"$'#&"&
................................... 208
7.4.1. La&"'%"'&*
mejora en los flujos
de informacin .................................
&&
&"'%"'&
................................... 209
7.4.2. La",
eficacia
en !$'#
la comunicacin
.............................................
+'.1-04&'/53#/'54 .........................................................................
Captulo 5.
.1-#/5#%*D/&'6/#/53#/'5 ............................................................
El plan de Comunicacin interna
/53#/'590.6/*%#%*D//5'3/#......................................................
1.
DE!#%"
#& (#&"#%!/"
............................... 211
EL PLAN
COMUNICACIN
INTERNA .........................................
#!("/"
............................................ 214
1.1.
El Manual"
de Comunicacin
interna ..................................................
215
215
218
218
219
219
220
!!&+"+!
....
La Comunicacin Interna en la Empresa Espaola
-'410/4#$-'&'-#0.6/*%#%*D//5'3/#................................
1. LA COMUNICACIN INTERNA EN ESPAA ....................................
223
2.
#1B56-0
LA COMUNICACIN EN LA ORGANIZACIN .................................
#0.6/*%#%*D//5'3/#'/-#.13'4#41#C0-#
224
4."+&+
EL USO DE HERRAMIENTAS DE COMUNICACIN INTERNA .....
226
"+"!
5. LA EFICACIA DE LA COMUNICACIN INTERNA...........................
229
" ! "+!
6."+!
COMUNICACIN INTERNA Y CULTURA ORGANIZATIVA
...........
231
"+!%"!"&!#
ANLISIS
DE LA!+
SEGMENTACIN
....................................................
231
7.(
ndice
,
EPLOGO ........................................................................................................
233
> ....................................................................................................................
>..........................................................................................................
BIBLIOGRAFA..............................................................................................
235
= ....................................................................................
GLOSARIO
DE
TRMINOS
..........................................................................
245
?<" ? .......
259
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MANUAL DE COMUNICACIN
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INTRODUCCIN
Lo ms motivador que se puede hacer
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ndice
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5 ,458 atajar los conflictosDH8FHE:8A 8A ?4 BE:4A<M46<bA 78 HA4 9BE@4 6?4E4 L 8A
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6 BAB686474HA478las herramientas de comunicacin internaL?4F4C?<64F8:cA
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7 F 64C4M 78 adaptar dichas herramientas a las caractersticas de la
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ndice
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ndice
CAPTULO 1
TEORAS DE COMUNICACIN
Muchas cosas hay misteriosas,
pero ninguna tan misteriosa
como el hombre.
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ndice
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ndice
1. CONCEPTO DE COMUNICACIN
1.1. COMPONENTES CONCEPTUALES DE LA COMUNICACIN
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ndice
Tabla 1.1
B@CBA8AG8F6BA68CGH4?8F78?46B@HA<646<bA
1. SMBOLOS/VERBAL.
2. CONOCIMIENTO.
3. INTERACCIN,
RELACIONES, PROCESO
SOCIAL.
4. REDUCCIN DE
INCERTIDUMBRE.
5. PROCESO.
6. TRANSFERENCIA,
TRANSMISIN,
INTERCAMBIO.
7. ENLACE, VNCULO.
8. COMUNALIDAD.
9. CANAL, TRANSPORTE.
10. RESPUESTA A UN
ESTMULO.
11. RESPUESTA /
CONDUCTA DE
MODIFICACIN DE
RESPUESTA.
12. ESTMULOS.
A<F@B4HA8FG`@H?B78G8E@<A47BP
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BE<:8A;4FG48?78FG<ABP
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13. INTENCIONES.
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14. TIEMPO Y SITUACIN. O%46B@HA<646<bA8FHA4GE4AF@<F<bA78HAGB7B8FGEH6GHE47B
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15. PODER.
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ndice
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@<F@B G<8@CB 6B@B 9H8AG8 78 FH=86<bA CH8F FH A868F4E<4 8FGEH6GHE4 F8AF<5?8 ?<@<G4 ?4F
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1.2. PERO... QU ES COMUNICAR?
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?4F6BAF<:H<8AG8FCBF<5<?<7478F78789BE@46<bA
Figura 1.1
FDH8@45^F<6B78?46B@HA<646<bA
EMISOR
CANAL
MENSAJE
CANAL
RECEPTOR
Cdigo
INFORMACIN DE RETORNO
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ndice
Figura 1.2
89<A<6<bA786B@HA<646<bA
Un PROCESO
de transmisin
por parte de un
EMISOR
a travs de un medio
Con el fin de :
QInformar
QMotivar o
QInfluir
de estmulos
sensoriales
con contenido
a un
RECEPTOR
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Figura 1.3
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(1)
(2)
(3)
(4)
(5)
Quin dice
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Para quin
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efectos
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QUIN
Medio de Comunicacin
QU
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condiciones?
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6<BA4?<74778?8@<FBE4HADH8F8CB7E`44E:d<EDH8?4<AG8A6<BA4?<7478K<FG8F<8@CE854=B@HL
7<I8EF4F 9BE@4F L ?4F 6BA7<6<BA8F 78? E868CGBE AB ;468A F<AB 6BA9<E@4E ?4 8FGEH6GHE4 sujetoobjeto-sujeto78 %,0%%
8F788?CHAGB78I<FG4788FG4<AI8FG<:46<bA 8FG88FDH8@4<?HFGE478HA49BE@46?4E4?B
DH8CH878A74E8A??4@4EF8?4F cuestiones elementales78?CEB68FB78?46B@HA<646<bA
? quin, DH8 AB 8F @^F DH8 8? FH=8GB emisor, 8? DH8 GE4AF@<G8 ?4 <A9BE@46<bA
6BAF6<8AG8B<A6BAF6<8AG8@8AG8
? qu, DH8 8A ?4 @4LBE`4 78 4HGBE8F 6B<A6<78 6BA 8? mensaje, 6BA 8? 6BAG8A<7B
<AGE`AF86B78?46B@HA<646<bA
? porquB6B@CBA8AG864HF4?78?CEB68FB
? para quin, DH8CH878F8E64G4?B:47B 6BA@4G<68F 6B@Breceptor.%4FE8F8EI4F
CH878A I8A<E 7474F CBE ?4 <AIB?HAG4E<874778?4E868C6<bACBEHA4C4EG8LCBE?4F
54EE8E4F4?46B@HA<646<bAA6<8EGBF64FBF 8?78FG<A4G4E<B9<A4?78?@8AF4=8AB8F
DH<8AE84?@8AG8?BE86<58
ndice
? con qu efectos,DH88FG^8A8FGE86;4E8?46<bA6BA?4<AG8A6<BA4?<74778?48@<
F<bA78?@8AF4=8
%4 9<:HE4
GE4G4 78 F<AG8G<M4E AH@8EBF4F 789<A<6<BA8F 78 6B@HA<646<bA 8 <AG8AG4
8KC?<64E 8? CEB68FB 78 6B@HA<646<bA 6B@B 8? 64@<AB DH8 F<:H8 8? @8AF4=8 L ?4 E8466<bA DH8
CEBIB648A8?E868CGBE DH8?8??8I448@<G<EHA4F8a4?78E868C6<bA ?46H4?6BA9BE@4E^4FHI8M
HA AH8IB @8AF4=8 78 OE86<5<7BP 8A 9BE@4 78 4F8AG<@<8AGB 8KCE8F<bA AB I8E54? E8466<bA
BE:^A<64B6H4?DH<8EBGEBG<CB78E8FCH8FG4 8F786<E?BDH8F8I448AG8A78E6B@B<A9BE@46<bA
78E8GBEAB
,<AG8G<M4A7B?4BC<A<bA78I4E<BF4HGBE8F ?4<A9BE@46<bA78E8GBEAB8FHA@864A<F@B78
<@C46GB
E8FCH8FG4 LDH8G<8A8HA4F8E<87864E46G8E`FG<64F-45?4
Tabla 1.2
4E46G8E`FG<64F78?4<A9BE@46<bA78E8GBEAB
DESCRIPTIVIDAD
?<M4?46B@HA<646<bA789BE@4CBF<G<I4L6BAG<AH4
ESPECIFICIDAD
@8AG46<bA78G<CB:8A8E4?4AG8HACEB68FB8A6478A4BHA4
FH68F<bA 78 46GBF 6B@HA<64G<IBF 6474 46GB 6B@HA<64G<IB
E8DH8E<E^HA4E8GEB4?<@8AG46<bA8FC86`9<64C4E46474HAB
CONTRASTE
AB C8EB 8FG4 64G4?B:46<bA 8F CH8FG4 8A 7H74 CBEDH8 8? 64A4? CH878 F8E 6BAF<78E47B G4@5<_A ndice
6B@B8?@87<B9`F<6BHG<?<M47BC4E4??8I4E4645B8?CEB68FB6B@C?8GB786B@HA<646<bA
8F788?CHAGB78I<FG4BE:4A<M4G<IB 8?64A4?DH8F8HG<?<688A6474@B@8AGBCBE?BF
<A7<I<7HBF I44F8E78G8E@<A4AG88A?4FE8?46<BA8F6B@HA<64G<I4FDH8F88FG45?8M64A'BF8E^?B
@<F@B HA4 8@CE8F4 6BA CEB9HF<bA 78 @8AF4=8F 8F6E<GBF 9BE@4?8F 6B7<9<647BF DH8 BGE4 DH8
/8EF<bA ?<5E8 78? <A:?_F feed-back, DH8 I4E<BF 4HGBE8F ??4@4A 4 FH I8M realimentacin B retroaccin. +898E<74 4
G8BE`4786B@HA<646<bA F8789<A86B@B?4466<bAE8GEB46G<I478HA8986GBFB5E8FH64HF4FG8F<FG8@478E8GEB466<bA
F86BAB68:8A8E4?@8AG86BA8?AB@5E8789887
546> G_E@<AB6<8AG`9<6BCEB6878AG878?4<A:8A<8E`4LDH8 78F49BEGH
??8I8 4 645B BGEBF 8?8@8AGBF @8ABF 9BE@4?8F C4E4 6B@HA<64EF8 <AFGEH66<BA8F I8E54?8F
??4@474F G8?89bA<64F 8G6_G8E4 K<FG<E^A CBE G4AGB 7BF G<CBF 78 64A4?8F CBE ?BF DH8 9?HL8 ?4
6B@HA<646<bA8A6H4?DH<8E478?4FBE:4A<M46<BA8F;H@4A4F
4 )BE HA4 C4EG8 ABF 8A6BAGE4@BF 6BA ?BF 64A4?8F fsicos 78 6B@HA<646<bA DH8 FBA
4DH8??BF FBCBEG8F C8AF47BF C4E4 GE4AF@<G<E 7<E86G4@8AG8 4 ?BF <A7<I<7HBF ?4
<A9BE@46<bA 8F78 HA CHAGB 78 I<FG4 BE:4A<M4G<IB L 6B@B F8 I8E^ E89?8=47B 8A
64C`GH?BFCBFG8E<BE8F ?BF64A4?8F9`F<6BFC8E@<G8AGE4AF@<G<EL4F8:HE4EHA@`A<@B
78<A9BE@46<bAC4E4GB7BF?BF<AG8:E4AG8F78?4BE:4A<M46<bA@8@BE4A7BF E8I<FG4F
G45?BA8F784AHA6<BFLBGEBF
5 )BEBGE4C4EG8 8K<FG<E^A?BF64A4?8Fpersonales 786B@HA<646<bA DH88FG^AC8AF47BF
C4E4 94IBE868E ?4 <A9BE@46<bA :8A8E4? 78 ?4 BE:4A<M46<bA C4E868 8? G_E@<AB
informacin en cascada,DH8CE8FHCBA8HA4E87I8EG<64?78<A9BE@46<bA8A?4FBE:4
A<M46<BA8F78?G<CBFHC8E<BE
FH5BE7<A47B
Figura 1.4
)EB68FB6B@C?8GB78?46B@HA<646<bA
DISPOSITIVO INICIAL
EMISOR
CANAL
RECEPTOR
RUIDO
RECEPTOR
CANAL
EMISOR
8F78 ?BF 7<I8EFBF 8?8@8AGBF 78 ?4 6B@HA<646<bA 4C4E868A ruidos DH8 7<9<6H?G4A B
<A6?HFBCH878A4<F?4E8?CEB68FB<6;BFEH<7BFCH878A4986G4E4?8?8@8AGB8@<FBELFHF6BA6B
@<G4AG8FG4AGB6B@B4?E868CGBE LABFB?B789BE@445EHCG46B@B8F8?64FB78ABC8E6<5<E8?
@8AF4=88A 45FB?HGB F<ABG4@5<_A 6B@B7<FGBEF<BA8F @4?8AG8A7<7BFL 78FI`BF 78 6BAG8A<7B
CEBIB647BFCBE?4FC4EG`6H?4F4@5<8AG4?8F4AG8FE898E<74F
)B78@BF 6BAF<78E4E G4@5<_A ?4 <A9BE@46<bA 8A 6;BEEB DH8 F8E`4 =HFG4@8AG8 ?4 <AI8EF4 ?4 DH8 I4 78F78 8?
FH5BE7<A47B 4? FHC8E<BE L DH8 FHCBA8 8A BC<A<bA 78 I4E<BF 4HGBE8F HA 78 ?4 6B@HA<646<bA ;45<GH4? 78 ?4
8@CE8F4
ndice
%4 9<:HE4
8KC?<64 ?4F 7<98E8AG8F C4EG8F 78 ?4F DH8 6BAFG4A ?BF 8?8@8AGBF 78 ?4
6B@HA<646<bA 'B F8 GE4G4 78 HA 7<4:E4@4 78 CEB68FB 8F @^F 5<8A HA4 E8CE8F8AG46<bA 78 ?4F
64E46G8E`FG<64F78?BF8?8@8AGBF@^F<@CBEG4AG8F78?46B@HA<646<bA 4=H<6<B78FH4HGBE
? 8@<FBE B 9H8AG8 DH8 CH878 6B<A6<7<E B 8FG4E 8A64EA47B 8A <A7<I<7HBF B 8AG8F 7<98
@<8AGB 78? 6BAG8A<7B 78 ?4 <A9BE@46<bA ?8A:H4=8 @8G4?8A:H4=8 L 6B7<9<646<bA HG<?<M474 4F`
6B@B?4<A@8EF<bA8AHAF<FG8@4FB6<4?L8AHA46H?GHE4DH8G4@5<_A<AG8EI<8A8A8A8?CEB68FB8
<A9?HL8A8A?4A4GHE4?8M4@<F@478?@8AF4=8L8A?4FE8466<BA8FDH8_FG8CEBIB64
,8CH8784CE86<4E8A8?7<4:E4@4DH8?49H8AG86B<A6<786BA68CGH4?@8AG86BA8?8@<FBE
78? @8AF4=8 ? 4HGBE 6<G47B GE4G4 CBE <:H4? ?BF 6BA68CGBF 78 9H8AG8 L 8@<FBE FGB 8F 4F` 8A
@H6;BF64FBF C8EB7<9<8E88ABGEBFG4AGBF.A8=8@C?B787<FB6<46<bA8@<FBE
9H8AG8CH878F8E
?4<AFGEH66<bA78HA7<E86G<IB4HAFH5BE7<A47B78 DH8 8AI`8 HA4 6B@HA<646<bA 8F6E<G4 64EG4
@8@BE4A7B ABG4 <AG8EA4 4 GB7B HA 78C4EG4@8AGB W*H<_A ;4 BE<:<A47B ?4 6B@HA<646<bA
WDH<_A?48AI`4E84?@8AG8 WDH<_A46Gc46B@B8@<FBEde facto787<6;46B@HA<646<bA
Figura 1.5
4E46G8E`FG<64F78?BF8?8@8AGBF78?46B@HA<646<bA
Fuente
Mensaje
Canal
Receptor
VISTA
!45<?<7478F78
6B@HA<646<bA
ODO
6G<GH78F
OLFATO
BAB6<@<8AGBF
GUSTO
,<FG8@4,B6<4?
?8@8AGBF
FGEH6GHE4
BAB6<@<8AGBF
,<FG8@4,B6<4?
CDIGO
6G<GH78F
CONTENIDO
!45<?<7478F78
6B@HA<646<bA
TACTO
H?GHE4
H?GHE4
ndice
FH5BE7<A47BG<8A784F8E6B@C?8@8AG4E<4
&"%%+ L +( +,
8FG45?868A HA 4A^?<F<F @HL <AG8E8F4AG8 78 ?4 6B@C?8@8A
G4E<8747L?4F<@8GE`4@87<4AG88?8FGH7<B78?4I4E<45?878AB@<A474control.8F786B@<8AMBF
ndice
?BA:46<bA78?4F6H8?478)4?B?GB
AXIOMAS DE LA COMUNICACIN
.A<A7<I<7HBABCH878AB6B@HA<64E
-B746B@HA<646<bAG<8A8HA6BAG8A<7BLHA4FC86GBE8?46<BA4?78AB@<A47B
metacomunicacin.
%4FHA<7478FBF<AG4:@4F78?46B@HA<646<bAABFBAHA4FH@4788?8@8A
GBF4<F?47BF
%BFF8E8F;H@4ABFCH878A6B@HA<64EF8789BE@4F4A4?b:<64L7<:<G4?
%4F<AG8E466<BA8FCH878AF8EF<@_GE<64FB6B@C?8@8AG4E<4F
Tabla 1.3
BA9<:HE46<bA78?6BAGEB?
Direccin de control
del mensaje
SUJETO A
One-down
One-across
ONE-UP
1. Simetra
competitiva
4. Complementariedad
7. Transicin
ONE-DOWN
2. Complementariedad
5. Simetra sumisa
8. Transicin
ONE-ACROSS
3. Transicin
6. Transicin
9. Simetra
neutral
H8AG8&"%%+ L +(
ndice
+,
<A4?@8AG8 8F A868F4E<B 78FG464E DH8 ?4 6B@HA<646<bA <AG8EC8EFBA4? G4? L 6B@B F8
8FGH7<48A?446GH4?<747F854F48A?4FG8BE`4FFB5E88?6BAB6<@<8AGBL?4<AG8?<:8A6<478 + +
LFH8DH<CB,8:cA?BF@<F@BF @H6;BF78?BF46GBFFB6<4?8FFBA<A6BAF6<8AG8F
ndice
%BF I4?BE8F L 46G<GH78F 78 ?BF <A7<I<7HBF FBA <A9?H<7BF 8ABE@8@8AG8 CBE ?BF
I4?BE8FL46G<GH78F78?:EHCB
B@BC4EG878?8FC46<BI<G4? ?4C8EFBA45HF64?B:E4E?BFB5=8G<IBF78?:EHCB ??8:4E
48??BFL;468E788??BFC4EG878FHF?B:EBF
C4E868G4@5<_A8A8FG4G8BE`48?6BA68CGB78cohesin,DH8%0"'6BAF<78E48?4GE<5H
GB@^F<@CBEG4AG878?BF:EHCBF%46B;8F<bA@4E648?:E47B78<AG8E_F@HGHB8AGE8?BF@<8@
Figura 1.6
&B78?B:EHC4?78GB@478786<F<BA8F
INPUTS
OBSTCULOS
EN EL CONTEXTO
DE TAREA
CONDUCTAS
GRUPALES
OUTPUTS
Conductas
relativas al
sistema de trabajo
Recompensas
relativas a la tarea
Efectos
sinrgicos
OBSTCULOS
INTERPERSONAL
Conductas
relativas al
estmulo interpersonal
Productividad grupal
Productividad
individual
EN EL CONTEXTO
RECOMPENSAS
Recompensas
interpersonales
ndice
H8AG8 (%%"', L
.-3$(0
? 4HGBE 78F4EEB??4 FHF 8FGH7<BF L ;468 8FC86<4? ;<A64C<_ 8A ?4F <AG8E466<BA8F CF<6B?b:<64F DH8 F8 74A 8AGE8 FHF
6B@CBA8AG8FL8A946GBE8FG4?8F6B@B8?G4@4aBBAE8FC86GB48FGBc?G<@B CBE8=8@C?B C4E868F8EDH8?BF:EHCBF
@87<4ABFFBA@^F8986G<IBFDH8?BF:E4A78F:EHCBFBDH8?BF8K68F<I4@8AG8C8DH8aBF
<AG8EC8EFBA4?8F8A?BF:EHCBFLBE:4A<M46<BA8F%4;<CbG8F<F78groupthink:EHCBC8AF4AG8 78
#'", 8K4@<A4 8A CEB9HA7<747 ?4F 786<F<BA8F GB@474F CBE ?BF :EHCBF ? 4HGBE @H8FGE4 6b@B
4?:HA4F788??4FCH878ACEBCBE6<BA4EHA44?G4F4G<F9466<bA4?BF:EHCBF78GE454=BA64@5<B
?BF E8FH?G47BF G4A:<5?8F 78 ?4 466<bA 78 FH GE454=B AB FBA G4A 8986G<IBF K<FG8A 946GBE8F
F<A_E:<6BF DH8I4E`4A?4FCE87<66<BA8FDH89BE@H?454?4syntality theory78--%%
#'", HG<?<M4 8? G_E@<AB :EHCB C8AF4AG8 6B@B HA IB645?B F8A6<??B C4E4 E898E<EF8 4 HA
@B7B78C8AF4E:EHC4? <AIB?H6E4A7B4GB7BF?BF@<8@5EBF78?4BE:4A<M46<bAL?4@BG<I46<bA
CEBCBE6<BA4F<A8E:<4F8AGE8GB7BFL6474HAB78?BF@<8@5EBF78?:EHCB?4HGBEHG<?<M474GBF
;<FGbE<6BF C4E4 4CBL4E 8FG4 G8BE`4 4A4?<M4A7B F8<F 786<F<BA8F CB?`G<64F B episodios, F8:cA
C4?45E4F78?CEBC<B#'", 6BA?BDH8GE4G47878@BFGE4E6b@BFHG8BE`4786B@HA<646<bAF8;4
??8I47B4645B8Aescenarios7<FG<AGBF
%BF :EHCBF C8AF4AG8F 8F6B:<7BF C4E4 ?4 <AI8FG<:46<bA 78 #'", 464EE84A F8<F <A6BAI8
A<8AG8F5^F<6BF
?:EHCB ?<@<G4 FH 7<F6HF<bA 4 786<7<EFB5E8 HA4F CB64F 4?G8EA4G<I4F 'B 6BAF<78E4
BGE4FCBF<5<?<7478F6E84G<I4FDH8CB7E`4AF8E@^F<AG8E8F4AG8F
%4 CBF<6<bA <A<6<4? 78 ?4 @4LBE`4 78 ?BF @<8@5EBF 78? :EHCB ABE@4?@8AG8 8F
FB@8G<744@8ABF6E`G<64FDH8BGE4F8E<878BC6<BA8FHBC<A<BA8F
?:EHCBG<8A784E8AHA6<4E4?4F4?G8EA4G<I4FDH8BE<:<A4E<4@8AG8AB6H8AG4A6BA8?
4CBLB8KC?`6<GB78?4@4LBE`478?BF6B@CBA8AG8F78?@<F@B
%4BC<A<bAHBC<A<BA8F6H4?<9<6474FAB G<8A8A8?C8FBFH9<6<8AG88A8? @4E6B78?4
7<F6HF<bA:EHC4?
?:EHCB8F@HLF8?86G<IB8A?4E86B:<7478?4<A9BE@46<bA7<FCBA<5?8I868FAB
F8 8FG45?868A 6E<G8E<BF @^F E<:HEBFBF C4E4 F8?866<BA4E ?4 <A9BE@46<bA E84?@8AG8
I4?<BF4
#'", F8 E89<8E8 G4@5<_A 4 HA4 F8E<8 78 F`AGB@4F DH8 47DH<8E8 8? F<FG8@4 78 :EHCB
C8AF4AG8
?CE<@8EF`AGB@4DH878G86G48FHA4 creencia de invulnerabilidad, DH86E84HA4<E878
BCG<@<F@B4I868F78F@87<7B,8:HA7B 8?:EHCBgenera esfuerzos colectivos de racionalizar8?
CEB68FB7846GH46<bADH88?CEBC<B:EHCB;4786<7<7BAG8E68E?H:4E 8?:EHCB@4AG<8A8HA4
firme creencia en la moral 78? CEBC<B :EHCB 8F 786<E DH8 I4?BE4 L 6E88 6BA F8:HE<747 DH8
_G<64@8AG88FG^46GH4A7B78@B7B6BEE86GB
%BF ?`78E8F 78 9H8E4 78? :EHCB FBA CBE ?B :8A8E4? 8A 6E88A6<4 78? CEBC<B :EHCB
8FGcC<7BF <A6B@C8G8AG8FBenemigos abiertos78?:EHCBDH8F86E84%BF @<8@5EBF78?:EHCB
DH8ABBC<A4AF8I8AFB@8G<7BF4HA4presin<A;8E8AG8FB5E88??BF C8E986G4@8AG8C8E68CG<5?8
CBEGB7BF?7<F8AFB8F6BEG47B789BE@4<A@87<4G4FGB464EE848?F8KGBF`AGB@4 F8:cA# '",
?4 autocensura, 8=8E6<74789BE@44CE8FHE4748A4E4F78HA6BAF8AFB@4?8AG8A7<7B)BEc?G<@B
8? 4HGBE 78G86G4 HA4 CEB?<98E46<bA 78 ?BF DH8 F8 4HGBAB@5E4A guardianes de la mente DH8
78@H8FGE4A G8A78A6<4 68AGE4? ;46<4 ?4 BC<A<bA :8A8E4? 78 ?4 @4LBE`4 H4A7B F8 ??8:4 4 HA4
%BF 8=8@C?BF 78 #'", F8 E89<8E8A 4 4;`4 B6;<ABF ?4 H8EE4 78 BE84 8? 5B@54E78B 78 )84E? !4E5BHE L ?4
H8EE478/<8GA4@%BF8=8@C?BF4AG8E<BE8FFBA8AC4?45E4F78?4HGBEOA8:4G<IBFP AB4F`?46E<F<F78?BF@<F<?8F8A
H54B8?)?4A&4EF;4??
ndice
BE:4A<M46<bA CBE CE<@8E4 I8M ?BF ?`78E8F 78 BC<A<bA 6B@<8AM4A FH 64G8DH8F<F 6BA ?BF E86<_A
??8:47BF 6BACE8I8A6<BA8F468E6478BGEBF78C4EG4@8AGBFB^E84F78?48@CE8F4B<AFG<GH6<bA
Figura 1.7
&B78?B:8A8E4?78?CEB68FB78GB@478786<F<BA8F8A:EHCB
INFORMACIN BASE
IDENTIFICACIN
DE ALTERNATIVAS
ANLISIS
ANLISIS
DE LA SITUACIN
DE CONSECUENCIAS
POSITIVAS Y NEGATIVAS
ELECCIN
IDENTIFICACIN
DE OBJETIVOS
A4G<I4FDH88?:EHCBF8C?4AG84C4E4FB?I8AG4E8?CEB5?8@4 L78G8E@<A4?BFfactoresDH86BAGE<
5HL8A4?4GB@478786<F<BA8F8EEbA84F8A?BF:EHCBF
Valoracin equivocada del problema. FGB CH878 F8E 785<7B 4 HA 4A^?<F<F 8EEbA8B
78?4F<GH46<bAB78?6BAG8KGB8A8?DH8B6HEE88?CEB5?8@4'B8K<FG8HA44786H474
<78AG<9<646<bA78?4F64HF4FDH8BE<:<A4A8?6BA9?<6GB
Objetivos inapropiados.?:EHCBAB78G86G4?BE84?@8AG8<@CBEG4AG878?BDH8AB?B
8F
ndice
Ponderacin equivocada o inapropiada de las propuestas alternativas. !4L@H6;BF
946GBE8F8A?4I<7478HA:EHCBDH8CH878A<A9?H<EA8:4G<I4@8AG88A?4CBA78E46<bA
DH8 8? @<F@B E84?<68 78 ?4F 7<FG<AG4F CEBCH8FG4F 6BA ?B DH8 8FGBF 946GBE8F CH878A
CEBIB64EDH88?:EHCBF88DH<IBDH8
Inadecuada informacin. %4<A9BE@46<bA7854F88F@HL<@CBEG4AG8C4E4GB@4EHA4
786<F<bA468EG474B@BG4? 7858F8?866<BA4EF8?4<A9BE@46<bA F<_FG48F@H6;4 AB
468CG4A7B 8A A<A:cA 64FB ?4 <A9BE@46<bA DH8 F8 CH874 6BAF<78E4E <AcG<? B <EE8?8
I4AG8
%4FB?H6<bA48FGBFCEB5?8@4F8FG^8A@4ABF78?BF<A7<I<7HBF78?:EHCB DH8FBA?BF
DH87858A78G86G4E?BFCEB5?8@4FLE8FB?I8E?BF
1.4.3. La comunicacin de masas
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Figura 1.8
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2.3. TIPOS DE COMUNICACIN ORGANIZATIVA
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Figura 1.9
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ORGANIZACIN
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DIRECCIN
A
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EXTERNAS
A LA
ORGANIZACIN
MANDOS
INTERMEDIOS
B
C
ADMINISTRATIVOS,
TCNICOS Y PERSONAS
EJECUTANTES
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4. OBSTCULOS A LA COMUNICACIN
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4.1. LOS BLOQUEOS
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a nosotros estn cerca de nosotros.
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4 El dilogo del hombre ciberntico es un monlogo, LC4E4_? ?46B@HA<646<bA8FG^ ndice
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5 La comunicacin como juego.%BF=H8:BF4?BFDH8=H8:4?4:8AG8FBA@B7BF78
8I<G4E?4<AG<@<74778?4FE8?46<BA8F;H@4A4F?=H8:BCEBG8:86BAGE48?7<^?B:B
6 El habla comercial, DH8F8E89<8E84??8A:H4=878@8E647B 4?HFB78?@<F@B8A?4F
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Tabla 1.6
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ELEMENTOS DEL
PROCESO
CAUSAS
EMISOR
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RECEPTOR
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4 La informacin sincera es aquella cuya recepcin est controlada. 'B 54FG4 6BA
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LA NOTICIA FRAGMENTADA
NO INFORMA: DEFORMA
5 Permanencia
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C4E4@H6;4FC8EFBA4F las interrupciones siempre sern interpretadas como una manifestacin del deseo de no informar.
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ndice
6 Inteligibilidad
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6
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6
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78?BFCEB5?8@4F8F8A6<4?8F
7 Generalidad
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8 Oportunidad
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3.2. LA GESTIN DE LA INFORMACIN
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ndice
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6BA6<?<4E?48=86HG<I<74778?4466<bAL8?E8FC8GB4?4=8E4EDH`4
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&
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Figura 1.12
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busca de la Excelencia, 4C4E868A C?4:47BF 78 7<9<6H?G478F 78 4C?<646<bA 8 <:H4? @B7B 8FG8
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3.2.2. La poltica de informacin
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BE:4A<M46<bAF8:cAFH6BAG8KGBC4EG<6H?4E 7858E^<A6?H<E?BFF<:H<8AG8FB5=8G<IBF:8A8E4?8F
!478C8E@<G<EDH864746B?45BE47BEOF8F<Gc8P 6B@CE8A74FH?H:4E FHC4C8?LFH
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A8:B6<BF 7<98E8AG8F 8@C<8M4 4 6H8FG<BA4E ?4F I8AG4=4F 78 ?4 <AG8:E46<bA @CE8F4F 6BA 8A9BDH8F 8FGE4G_:<6BF
F<A:H?4E8FLA47458?<:8E4AG8FF88A9E8AG4A4CEB68FBF789HF<bAL:?B54?<M46<bADH8?4F;468AB?I<74EF878FHB5=8G<
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El crculo de la innovacin.<?54B 7<6<BA8F8HFGB CC
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@<F@4 B5=8G<IBF L @87<BF 8I4?H47BF C8E<b7<64@8AG8 :E46<4F 4 ?4 <A9BE@46<bA 4F68A78AG8
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Figura 1.13
%46B@HA<646<bA8A?48FGE4G8:<478?48@CE8F4
Director General
POLTICAS
GENERALES
POLTICAS
SOCIALES
Responsable
de comunicacin
OBJETIVOS
MEDIOS
NECESIDADES
ndice
REACCIONES
Colaboradores
H8AG8 ('(
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4 Una Poltica de InformacinDH8B5G8A:474GBFC4E48?GE454=BLC4E46BAFG<GH<EHA
6BAG8KGB6H?GHE4?78?4FE8CE8F8AG46<BA8FL?BFI4?BE8F6B@HA8F DH8F84A468CG47BF
6E8`5?8FL6BAGE<5HL4A48?<@<A4E?4FE8CE8F8AG46<BA8F4AG4:bA<64F
5 Un Sistema de Direccin DH8 4CBL8 ?4F <A<6<4G<I4F 78 6B@HA<646<bA @87<4AG8
B5=8G<IBF6?4EBF 78?8:46<BA8F9E4A64FLHA4C4EG<6<C46<bA45<8EG4
Tabla 1.4
?4F<9<646<bA78?4<A9BE@46<bA
RESTRINGIDA
PRIVADA
"A9BE@46<bADH88A64FB78;468EF8Cc5?<64CH874E8FH?G4E78E<8F:B
C4E4?4BE:4A<M46<bA?:HABF8=8@C?BFAB8K6?HL8AG8FCH878AF8E
4 )?4A8F78@4E>8G<A:BI8AG4F
5 %<FG4F786?<8AG8F
6 'b@<A4F787<E86G<IBF
7 \E78A8F78?7`478E8HA<BA8F
8 "A9BE@46<bA78946GHE46<bAL945E<646<bA
9 )EBL86GBF78<AI8FG<:46<bAL78F4EEB??B
"A9BE@46<bA 78 G<CB C8EFBA4? DH8 8A 64FB 78 F8E CH5?<6474 CH878
74a4E 4 ?4F C8EFBA4F 8A C4EG<6H?4E B 4 ?4 BE:4A<M46<bA 8A FH 6BA
=HAGB
4 )B?`G<64F786B@C8AF46<bA
5 A^?<F<F@_7<6BF78?C8EFBA4?
6 )?4A8F7878F4EEB??B<A7<I<7H4?
7 -B74 ?4 <A9BE@46<bA E898E<74 4? 4FC86GB C8EFBA4? 78 ?4
BE:4A<M46<bA
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78?4668FB4?BF74GBF8@C?847BFL6B?45BE47BE8F7<E86GBF 8A8FG864FB%BF@<8@5EBF78?BF
78C4EG4@8AGBF 78 CEB68FB 78 74GBF <A9BE@^G<64 B 6H4?8FDH<8E4 78AB@<A46<BA8F G<8A8A HA4
E8FCBAF45<?<7478FC86<4?8A8FG86B@8G<7B DH8 6BA=H:4 4FC86GBF G86AB?b:<6BF BE:4A<M4G<IBF L
_G<6BF .A4 4786H474 <A9BE@46<bA L 9BE@46<bA 78 8FG4F C8EFBA4F 8A 8FGBF 64@CBF 8F 6EH6<4?
C4E4?B:E4E?BF9<A8F78?4BE:4A<M46<bA
ndice
%4FBE:4A<M46<BA8FCH878A78G8E@<A4E?4<A9BE@46<bADH8A868F<G4CEBG866<bAG8A<8A7B
8A6H8AG4?BFF<:H<8AG8F6E<G8E<BF
4 A 64FB 78 8@CE8F4F B 6H4?8FDH<8E4 8AG<7478F DH8 C8EF<:4A HA 9<A 78 ?H6EB B F8
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CE8:HAG4EF8 F< ?4 <A9BE@46<bA DH8 ;4L DH8 6?4F<9<64E CH878 4LH74E 4 ?BF 6B@C8G<
7BE8F ,8 <A6?HL8 8A 8FG8 G<CB 78 <A9BE@46<bA ?BF ?<FG47BF 78 6?<8AG8F ?BF C?4A8F B
8FGE4G8:<4F78?4AM4@<8AGB78CEB7H6GBF 8G6_G8E4
5 %4 BE:4A<M46<bA 7858 CE8:HAG4EF8 F< ?4 <A9BE@46<bA DH8 I4 4 6?4F<9<64E 6BAG<8A8
74GBFDH8CH874A4G8AG4E6BAGE4?4<AG<@<747B?4CE<I46<747788@C?847BF 6B?45B
E47BE8FBFB6<BF-B7B8FG8G<CB78<A9BE@46<bAA868F<G4HA4CEBG866<bA8FC86<4?
6 AG8E68E?H:4E HA4<A9BE@46<bA8FC86<4?F8E^78<:H4?@B7B4DH8??4DH858A89<6<84
4?:HA464HF46E<@<A4?BCH874F8EFHF68CG<5?8789E4H786BAGE4?4BE:4A<M46<bABFHF
FB6<BF
7 A:8A8E4? 7858CEBG8:8EF8GB74 4DH8??4 <A9BE@46<bA DH8 <A785<74@8AG8 HG<?<M474
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8FG45?868E ABE@4F C8EB _FG4F 7858A F8E 6B@HA8F 8A ?4 @87<74 78 ?B CBF<5?8 4 GB74 ?4
BE:4A<M46<bA &H6;4F 8@CE8F4F HG<?<M4A HA F8??B 78 64H6;B 6BA ?4 C4?45E4 OE8FGE<A:<7BP
O6BA9<78A6<4?P DH8@4E64A8A?47B6H@8AG46<bA8A64FB78F8E8F6E<G4A64FB78?4<A9BE@4
6<bA6BAG8A<748A4E6;<IBF<A9BE@^G<6BF ?48K<FG8A6<478HA46?4I8784668FB8F<A7<FC8AF45?8
C4E4?4E8FGE<66<bA784DH8??4
<A4?@8AG88FA868F4E<4HA4E898E8A6<44?478F6?4F<9<646<bA78?4<A9BE@46<bA)BEE8:?4
:8A8E4? 8?E8FCBAF45?878FH6?4F<9<646<bA?BF8E^G4@5<_A78FH78F6?4F<9<646<bA F<AC8E=H<6<B
78?BDH88FG45?8M64A?4FABE@4F<AG8EA4F78?4BE:4A<M46<bAB?BFE8FCBAF45?8F78?4@<F@4
3.3. LOS CAMPOS DE LA INFORMACIN
HADH8 ?4 CE8AF4 ?4 E47<B L ?4 G8?8I<F<bA B9E8M64A 4? @<8@5EB 78 ?4 BE:4A<M46<bA
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8FC86<4? 8? GE454=47BE AHA64 F8 8A6H8AGE4 5<8A <A9BE@47B 78 ?B DH8 8A 6BA6E8GB ?8 4G4a8 F ndice
CE86<FBE86BAB68EDH8?4<A9BE@46<bACEB98F<BA4?ABG<8A8645<748A?4CE8AF4L?4E47<BDH8AB
CH878A E89?8=4E ?4 I<74 6BG<7<4A4 78 6474 BE:4A<M46<bA L 78 6474 F86GBE CEB98F<BA4? ,<A
8@54E:B 8FCE86<F4@8AG88FG4<A9BE@46<bA?4DH8@^F<AG8E8F44?<A7<I<7HB CH8F9BE@4C4EG878
FHI<747<4E<4
Tabla 1.5
)E864H6<BA8FC4E4GE454=4E6BA<A9BE@46<bA6?4F<9<6474
REPRODUCCIN
Y COPIA
x FA868F4E<BFB?<6<G4E?44HGBE<M46<bA78DH<8ABE<:<Ab8?@<F@BB
?478FHFHC8E<BE<A@87<4GB
x ,8E86B@<8A74AB78=4E78F4G8A7<74F?4F<@CE8FBE4FL9BGB6BC<4
7BE4F
ACCESO Y
FILTROS
x )4E4 8FG45?868E 8? 4668FB 4 8FG8 G<CB 78 <A9BE@46<bA ;4L DH8
INFORMACIN
EXTERNA
x ,H6?4F<9<646<bA7858E^6H@C?<E?4F@<F@4FABE@4FDH8?4<A9BE
CORREO
x ,8 E86B@<8A74 DH8 ?4 6?4F<9<646<bA 78 ?BF 8AI`BF 78 6BEE8B DH8
ENTORNOS
INFORMTICOS
x AAH@8EBF4F6B@C4a`4F ?BF78C4EG4@8AGBF78CEB68FB7874GBF
BUZONES
DE VOZ
FAX
x ?8@8AGB788AI`BLE868C6<bA@8ABFE86B@8A747B
x 'B FH8?8 F8E HA @87<B F8:HEB ?BF CEB68FBF 78 I8E<9<646<bA 78?
6BEE86GB8AI`B78HA7B6H@8AGBF8B5G<8A8A78FCH_F78FH8AI`B
8986G<IB
VIAJES
x %4<A9BE@46<bA6?4F<9<64748F8KGE8@474@8AG8IH?A8E45?8
x ,8E86B@<8A74CBEG4EcA<64@8AG8?4<A9BE@46<bADH8F84A868F4
E<4C4E48?@<F@B
?45BE46<bACEBC<4
ndice
F`CH8F C4E8688I<78AG8?4A868F<74778HA6BAB6<@<8AGB@^FCEB9HA7B78?4CEBC<4
BE:4A<M46<bA CE<A6<C4?@8AG88A?BDH8E8FC86G44
4 %4;<FGBE<4L?4BE:4A<M46<bA78?48@CE8F4
5 %478F6E<C6<bA78?4FB9<6<A4F <AFG4?46<BA8F F878F 9^5E<64F FH6HEF4?8F 4?@468A8F
?45BE4GBE<BFL78C4EG4@8AGBF
6 %BFB5=8G<IBF78?4BE:4A<M46<bA
)8EB?4BE:4A<M46<bAAB8FG^4<F?47478? @HA7BL8?78F8B78<A9BE@46<bAF8 8KG<8A78
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4 Informacin funcional u operativa
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5 Informacin general
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3.4. LOS FLUJOS DE INFORMACIN
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ELEMENTOS DEL
PROCESO
CAUSAS
EMISOR
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Tabla 1.7
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BARRERAS
Discrepancias,
diferencias
Prejuicios
Egocentrismo
Resistencia al
cambio
Refutacin
Tiempo de escucha
ACTITUD NEGATIVA
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CAPTULO 2
CMO SE COMUNICAN LAS
ORGANIZACIONES POR DENTRO?
La verdad, si no es entera,
se convierte en aliada de lo falso.
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ndice
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A C4?45E4F 78 -("(
OH4A7B HAB 5H684 CBE CE<@8E4 I8M 8AGE8 ?4 ?<G8E4GHE4 8K<FG8AG8 FB5E8
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C4C8? 78 ?4 6B@HA<646<bA <AG8EA4 8A ?4F BE:4A<M46<BA8F 46GH4?8F Anuario de Comunicacin 1997. &47E<7
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@<F@4LC4E4:4E4AG<M4EHA49?H<78M8A?4GE4AF@<F<bA9BE@4?78?4<A9BE@46<bA
A 6BAF86H8A6<4 F8 7858 6BAFGEH<E HA4 organizacin comunicante C4E4 6BAF8:H<E DH8
8FG4 F84 7<A^@<64 L C4EG<6<C4G<I4 .A 6?<@4 78 5H8A4 6B@HA<646<bA C8E@<G8 DH8 49?BE8A 4 ?4
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6B@C?8=<747 8K<:8 ?4 sistematizacin de sus comunicaciones internas ,8 789<A8A
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al alinear comportamientos e incrementar la identificacin de las personas con el
mismo
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6<bA =HAGB6BABGEBF8FGH7<BFE84?<M47BF8AFC4a4E86<8AG8@8AG8
1. LA ORGANIZACIN Y SU ENTORNO
\&3
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789<A8OBE:4A<M46<bAP6B@B8?conjunto ordenado de personas
que aportan sus recursos para obtener un fin comn.
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6B@cA4CBEG4A7BFHF8F9H8EMBF
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E8?46<BA8F ;H@4A4F A 64@5<B 8A 8? 78 8@CE8F4 F8 CBA8 8A ?4 B5G8A6<bA 78 E8FH?G47BF
@4G8E<4?8F F<ADH88FG47<98E8A6<4FHCBA:4HA478?<@<G46<bA6BA68CGH4?8FGE<6G4
.A464E46G8E`FG<6478?4BE:4A<M46<bA8Fla existencia de un orden 8A?44CBEG46<bA78?4F
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G<8A8DH88FG45?868EHA4BE:4A<M46<bA
A HA4 BE:4A<M46<bA F8 ;4A 78 9BE@4?<M4E 6<8EGBF 4FC86GBF F< F8 DH<8E8 ?B:E4E HA4
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FGB<@C?<64 CBEHA4C4EG8 8986GH4E?BDH8 \&3
%%+78AB@<A4HA4disgregacin
de quehaceres, C4E4 CB78E?BF 4F<:A4E 4 6474 HA4 78 ?4F C8EFBA4F L CBE BGE4 C4EG8 HA4 ndice
agrupacin de desempeos,C4E4E84?<M4E8986G<I4@8AG8?BDH8F8CE8G8A786BA?4BE:4A<M46<bA
FG4F7BF?45BE8F <A;8E8AG8F4?4466<bA78BE:4A<M4E F878AB@<A4A E8FC86G<I4@8AG8 diferenciacin8integracin.
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6<46<bADH8F88986Gc878C8A78E^78?BFCBF<5?8F9E466<BA4@<8AGBF78?4FBC8E46<BA8FL78?BF
E86HEFBF;H@4ABF78DH8F87<FCBA8%4<AG8:E46<bA78C8A78E^78?:E47B786BBE7<A46<bADH8F8
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46GH46<BA8FC8EFBA4?8FAB78G8E@<A474FA<9BE@4?<M474F DH8?4FC8EFBA4F4CBEG4A4?4BE:4A<M4
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HA4 9BE@4 BE:4A<M4G<I4 8F DH8 ?4F C8EFBA4F @4AG8A:4A 8A ?4 BE:4A<M46<bA HA 78G8E@<A47B
6B@CBEG4@<8AGB HA478G8E@<A47446G<GH7
F` CH8F 4 ?4 ;BE4 78 8FG45?868E ?4 8FGEH6GHE4 BE:4A<M4G<I4 ;4L DH8 G8A8E 8A 6H8AG4
GB7BF ?BF 946GBE8F 9BE@4?8F L AB 9BE@4?8F 78 7<6;4 BE:4A<M46<bA C4E4 F4G<F9468E 4 GB74F ?4F
C8EFBA4F
1.1. LA ORGANIZACIN COMO SISTEMA ABIERTO
&"-!%% 8FGH7<4 8? @HA7B 78 ?4F BE:4A<M46<BA8F L ;468 8FC86<4? E898E8A6<4 4 ?4
F6H8?4 78 ?BF ,<FG8@4F 78 ?4 DH8 78FG464 5^F<64@8AG8 ?4 CEBC<4 AB6<bA 78 F<FG8@4 F` ?4
BE:4A<M46<bA 4C4E868 6B@B HA F<FG8@4 8A 8? DH8 <AG8E46Gc4A 7<I8EFBF 8?8@8AGBF DH8 ?8 74A
ndice
Tabla 2.1
)E<A6<C<BF78?BFF<FG8@4F45<8EGBF
PRINCIPIO
CARACTERSTICA
Holismo, sinergia, organicismo ? GB7B 8F FHC8E<BE 4 ?4 FH@4 78 ?4F C4EG8F ?
F<FG8@4ABCH8788KC?<64EF8F<AB8AFHGBG4?<747
y gestalt.
exportacin de energa.
AB78?DH8CEB6878A
%BFF<FG8@4F45<8EGBF<@CBEG4AABFB?B8A8E:`4
Informacin, feedback
F<AB G4@5<_A <A9BE@46<bA .A4 78 ?4F 9BE@4F
negativo y codificacin.
@^F F<@C?8F 78 <A9BE@46<bA 8F ?4 78AB@<A474
feedback A8:4G<IB DH8 C8E@<G8 6BEE8:<E ?4F
78FI<46<BA8F ?4 <@CBEG46<bA 78 <A9BE@46<bA 8F
F8?86G<I4L4?CEB68FB78F8?866<bAF8?878AB@<
A46B7<9<646<bA
%BF F<FG8@4F 45<8EGBF <@CBEG4A @^F 8A8E:`4 78
Entropa negativa.
?4 DH8 8KCBEG4A 8 8FG8 @B7B CH878A 4?@468
Estabilidad y homestasis
E<M4A CBE FH 8FG45<?<747 %4 ;B@8BFG4F<F DH8
dinmica.
F<:A<9<64 G8A78A6<4 4? 8DH<?<5E<B ?8F CEBG8:8 78
?BF 64@5<BF C8E=H7<6<4?8F .A 8=8@C?B 6?^F<6B
78 ;B@8BFG4F<F ?B E8CE8F8AG4 8? F<FG8@4 C4E4 ?4
E8:H?46<bA 78 ?4 G8@C8E4GHE4 8A 8? 6H8ECB
;H@4AB A 64@5<B 8A ?BF F<FG8@4F 86BAb@<
+8FC86GB4?46B@CBF<6<bA78?8AGBEAB 8FG84HGBE78G8E@<A4?BFF<:H<8AG8F8?8@8AGBF8A
?4BE:4A<M46<bA46GH4?
4 LegislacinA46<BA4? ?B64?8<AG8EA46<BA4? DH8I446BA7<6<BA4E8?@4E6B=HE`7<6BL
?4FE8:?4F789HA6<BA4@<8AGB78?4BE:4A<M46<bAAGB7B64FB ?4?8:<F?46<bA<@CBA
7E^?<@<G46<BA8F4?@B7B7878F4EEB??4EF8?4BE:4A<M46<bA
ndice
E8A6<4 F8E^ <EE8?8I4AG8 747B DH8 GB7BF ?BF F<FG8@4F FB6<4?8F FBA F<FG8@4F 45<8EGBF F @HL
7<9`6<?8A6BAGE4EHA8=8@C?B78F<FG8@486BAb@<6BBFB6<4?78G<CB68EE47Btodas las organizaciones dan y reciben del exterior.
%BF 8?8@8AGBF DH8 6B@CBA8A ?4F 8@CE8F4F L FH 8AGBEAB FBA 7<A^@<6BF FGB 8F ?BF
946GBE8FF<:A<9<64G<IBF78?8AGBEAB64@5<4A8A8?G<8@CB CEB7H6<8A7BHA8FG47B78CE8F<BA8FL
FB?<6<G46<BA8F FB5E8 ?4 8@CE8F4 DH8 G4@5<_A 8F 64@5<4AG8 ?4 <A68EG<7H@5E8 DH8 CE8F8AG4 8?
CBF<5?86B@CBEG4@<8AGB;H@4ABF84a478?4DH8CEBI<8A878HA4CBF<5?8F<GH46<bA9HGHE47<98
E8AG878?4<78474LCE89<:HE4746BA4AG8E<BE<747
&^F4cA?BF8986GBF78?46B@HA<646<bA8?86GEbA<648FG^ACEBIB64A7BDH8?4F8@CE8F4F
7854A 468?8E4E FHF CEB68FBF 78 4A^?<F<F FHF 9?H=BF 78 <A9BE@46<bA L FHF CEB68FBF 78 GB@4 78
786<F<BA8F%BF8AGBEABFI4E`4A6BAHA4I8?B6<747<@C8AF45?8;468G4AFB?BHABF@8F8F CBE?B
DH8 8F @HL <@CBEG4AG8 F458E 47@<A<FGE4E GB74 8F4 <A9BE@46<bA L 4A4?<M4E GB74F ?4F C4EG8F 78?
F<FG8@4858@BFF8E6B@B8?G<G<E<G8EBDH88F64C4M78G8A8EF<@H?G^A84@8AG8GB74F?4F5B?4F
8A 8? 4<E8 6B@CBA<8A7B HA 6BA=HAGB 4E@BA<BFB 8A 6BAFG4AG8 @BI<@<8AGB L 47@<A<FGE4A7B
6474I4E<45?88AFH=HFG4@87<74
ndice
).!(%
789<A8?4F64E46G8E`FG<64F78?BFF<FG8@4F45<8EGBF DH88FG84HGBE78AB
5 Sindicatos,6BAFHF;8EE4@<8AG4F78466<bA6B@B?446G<I<747F<A7<64?L?4A8:B6<4
6<bA6B?86G<I4 8AGE8BGE4F
6 Los grupos de presin, 6B@B CH878A F8E ?4F 4FB6<46<BA8F 78 6BAFH@<7BE8F
@BI<@<8AGBF78BC<A<bA DH8CH878A ??8:47B8?64FB <AG8EI8A<E8A8?78F4EEB??B78
?4BE:4A<M46<bAL78?<@<G4E?BF@BI<@<8AGBF78?4@<F@4
7 Nuevas tecnologas, DH8B5?<:44?4BE:4A<M46<bA4HA6BAFG4AG8CEB68FB78<AABI4
6<bA
8 Competencia, 8AG8A7<746B@B?4F BGE4F BE:4A<M46<BA8F DH8 78F4EEB??4A HA4 46G<I<
747F<@<?4E
9 Valores sociales 64@5<4AG8F <A9?H<7BF CBE ?BF @87<BF 78 6B@HA<646<bA 78 @4F4F
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Figura 2.1
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NIVEL EDUCATIVO DEL PAS
CLIENTES
LEGISLACIN
SINDICATOS
GRUPOS DE PRESIN
EMPRESA
NUEVAS TECNOLOGAS
COMPETENCIA
NUEVOS VALORES SOCIALES
RECURSOS HUMANOS
CONCEPCIN CRTICA DE LA EMPRESA
PROVEEDORES
BANCOS
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1.3. LA COMUNICACIN INTERNA EN EL CONTEXTO DE LA COMUNICACIN ORGANIZATIVA
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Figura 2.2
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2.1. CONCEPTO DE COMUNICACIN INTERNA
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4 +84?M4?4<A9?H8A6<4L4HGBE<74778?E8FCBAF45?8<A@87<4GB
5 FG8 E8FCBAF45?8 CBE FH CEBK<@<747 6BA ?BF 6B?45BE47BE8F CH878 GE4AF@<G<E 8?
@8AF4=8 8A 8? ?8A:H4=8 @^F 4CEBC<47B C4E4 8??BF 6BA 8??B 4DH_? 6H@C?8 HA4
9HA6<bA 78 OGE47H6GBEP 78? @8AF4=8 E86<5<7B CBE FHF FHC8E<BE8F L4 DH8 FB?B
CB7E8@BF6B@HA<64E8A8??8A:H4=878?E868CGBE%4CEBK<@<747:8A8E4HA4@4LBE
6E87<5<?<7478AGE8?BF6B?45BE47BE8F
6 ? @4A7B <AG8E@87<B 6BBE7<A47BE E8FCBAF45?8 <A@87<4GB FHCBA8 HA E86HEFB
F8:HEB L 7<E86GB 78 B5G8A6<bA 78 <A9BE@46<bA 78 E8GBEAB FB5E8 CEB687<@<8AGBF
ndice
46G<I<7478F BC<A<BA8FLBGEBF4FC86GBFBE:4A<M4G<IBF
7 ,88I<G4?44C4E<6<bA7864A4?8F78<A9BE@46<bA<A9BE@4?8FBF86HA74E<BF
HA4F` 8FG4I<F<bACB7E`46BAF<78E4EF86B@BE8FGE<6G<I4E8FC86GB78?9?H=B<A9BE@4G<IB
DH8785874EF86BAABE@4?<7478AHA4BE:4A<M46<bA
,BA@H6;4F?4F54EE8E4FDH84986G4A4?78F4EEB??B78?46B@HA<646<bA78F68A78AG8%4F
@^F<@CBEG4AG8FFBA?4FF<:H<8AG8F
4 El estilo de direccin y de mando,CBE6H4AGB_FG8CH8784986G4E4?464?<747L4?4
<AG8AF<747 78 ?4 6B@HA<646<bA F` HA 8FG<?B 78 @4A7B <@CBF<G<IB :8A8E4 HA4
6B@HA<646<bA @HL 8F6H8G4 L HA<7<E866<BA4? )BE 6BAGE4 HA 8FG<?B 78 @4A7B @^F
5<8A6BAFH?G<IB??8I44C4E8=474HA46B@HA<646<bA@^F45HA74AG8 @^F9E86H8AG8 78
@4LBE64?<747 LFB5E8GB7B 5<7<E866<BA4?
5 La incapacidad, CBE ?B :8A8E4? 785<74 4 HA4 94?G4 78 9BE@46<bA C4E4 GE4AF@<G<E
6H4?DH<8E @8AF4=8 CBE 6H4AGB F8 E8DH<8E8A ;45<?<7478F DH8 AB FBA 9^6<?8F 78
8A6BAGE4E8AE8FCBAF45?8FBE:4A<M4G<IBF64E46G8E<M47BFCBE8?OBE78ABL@4A7BP
6 El temor a perder influencia y reas de poder. ? F458E ?4 <A9BE@46<bA 8?
6BAB6<@<8AGB 8F HA4 9H8AG8 78 CB78E ,< F8 6B@C4EG8 F8 CH878 C8E78E 8F8 CB78E
'B B5FG4AG8 HA E8FCBAF45?8 DH8 C8EF<FG4 8A FH A8:4G<I4 4 <A9BE@4E 4 ?BF
6B?45BE47BE8F F8:E4A=84E^?478F6BA9<4AM478?BF@<F@BF <@C<7<8A7B478@^FHA4
9?H<746B@HA<646<bA4F68A78AG8
7 La estructura organizativa y geogrfica. ? Ac@8EB 78 A<I8?8F 78 @4A7B ?4
6B@C?8=<74778?48FGEH6GHE4 ?47<FC8EF<bA:8B:E^9<64 4986G4A4?49?H<78M6BADH8
6<E6H?4?46B@HA<646<bA78F68A78AG8
2.2.2. La comunicacin ascendente
%4 6B@HA<646<bA 4F68A78AG8 F8 ??8I4 4 645B 6H4A7B HA <A7<I<7HB 78 ?4 BE:4A<M46<bA
GE4AF@<G8 <A9BE@46<bA <784F FH:8E8A6<4F L DH8=4F ;46<4 BGE4 C8EFBA4 8A6H47E474 8A HA A<I8?
FHC8E<BE78?4=8E4EDH`4
.A4BE:4A<M46<bADH88FG45?86864A4?8F786B@HA<646<bA4F68A78AG8 @H8FGE4HA78F8B
786BAB68E?BDH8C<8AF4ALDH<8E8ADH<8A8F?46B@CBA8AF` ?46B@HA<646<bA4F68A78AG88F
HA<A7<647BE785H8A47<FCBF<6<bADH8C4EG878?4BE:4A<M46<bAC4E446BEG4E7<FG4A6<4F6B@HA<
A8F6BAF8788AFC4a4 CH7<@BF787H6<E?4E8?46<bADH88K<FG88AGE88?Ac@8EBLHG<?<74778?4F
;8EE4@<8AG4F786B@HA<646<bA4F68A78AG8 L?4F4G<F9466<bALO@<@BPDH8F8744?46B@HA<64
'Z-3 6BAF<78E4 6B@B 54EE8E4 6H4?DH<8E <AG8ECBF<6<bA 8A ?4 F86H8A6<4 6B@HA<64G<I4 78 ?4 BE:4A<M46<bA Vid.
'Z-3
, op. cit. C
ndice
9<6474FCBE64G8:BE`4F
4 Razones econmicas u operativas. ? 5H8A 9HA6<BA4@<8AGB 78 ?4 BE:4A<M46<bA
78C8A7878DH8?BF6B?45BE47BE8FCEBCBE6<BA8A<A9BE@46<bAE8?8I4AG84FHFE8FCBA
F45?8F-B74C8EFBA4G<8A8HAI4?<BFB64H74?78<A9BE@46<bADH8CH8784LH74E4?4
:8FG<bA78?4BE:4A<M46<bA
5 Razones psicolgicas.)4E4HA45H8A47<E866<bA78?4BE:4A<M46<bA F878C8A788A
HA4 4?G4 CEBCBE6<bA 78? 6BAB6<@<8AGB CBE C4EG8 78 ?BF E8FCBAF45?8F 78 ?4
@BG<I46<bA 4FC<E46<BA8F 8 <ADH<8GH78F 78 FHF 6B?45BE47BE8F L FB?B _FGBF CH878A
CEBCBE6<BA^EF8?B A 9HA6<bA 78 8FG8 6BAB6<@<8AGB 8? FHC8E<BE CB7E^ @BG<I4E?BF
4CEBC<474@8AG8
6 Razones de responsabilidad. FHA7858E78?BF7<E86G<IBF6BAB68E?4FA868F<7478F
78 FHF 6B?45BE47BE8F 8FC86<4?@8AG8 8A 8? ^@5<GB 78? GE454=B C8EB G4@5<_A 8A
78G8E@<A47BF64FBF 8A8?^@5<GBC8EFBA4?
%46B@HA<646<bA4F68A78AG878589B@8AG4EF8CBEDH8@8=BE4?BFA<I8?8FCEB7H6G<IBFL
86BAb@<6BF78?48@CE8F4G4@5<_AC8E@<G86BAB68E?4@BG<I46<bA78?4FC8EFBA4F LCBEDH8?4
E8FCBAF45<?<74778HA47<E866<bA;478<@CH?F4E?4;46<48?6BAB6<@<8AGB@^F4CEBK<@47B78?4F
A868F<7478F78?4F@<F@4F%46B@HA<646<bA4F68A78AG88F<@CBEG4AG8CBEDH8B9E8684?BFA<I8
?8F 7<E86G<IBF 78 ?4 8@CE8F4 HA4 BCBEGHA<747 78 6BAB68E 8? 6?<@4 ?45BE4? L ?4F <ADH<8GH78F 78
GB7BF?BF6B?45BE47BE8F
? <:H4? DH8 FH6878 6BA ?4 6B@HA<646<bA 78F68A78AG8 ?4 6B@HA<646<bA 8A F8AG<7B
4F68A78AG8 CE8F8AG4 HA4 F8E<8 78 54EE8E4F DH8 7858E8@BF G8A8E 8A 6H8AG4 4 ?4 ;BE4 78
C?4AG84EABF?489<646<4786H4?DH<8EC?4A786B@HA<646<bA
,<A7H74 ?4@^F<@CBEG4AG878GB74F?4F54EE8E4F8F?4actitud78?7<E86G<IB,<8FG8AB
78@H8FGE4 HA4 IB?HAG47 B 46G<GH7 78 8F6H6;4 ;46<4 ?4F FH:8E8A6<4F 78 ?BF 6B?45BE47BE8F ?4
<A9BE@46<bADH8_FGBFCH874ACEBCBE6<BA4E?8 7<9`6<?@8AG8 ?8 ??8:4E^ 4 FHF B`7BF F 786<F<IB
CH8F DH8 8? E8FCBAF45?8 =8E^EDH<6B escuche C4E4 DH8 ?4 6B@HA<646<bA 4F68A78AG8 6<E6H?8 ?<
5E8@8AG8 ":H4?@8AG8 786<F<IB 8F DH8 4HADH8 ?4 7<E866<bA F` @H8FGE8 HA4 46G<GH7 78 8F6H6;4
4AG8?4FFH:8E8A6<4FLDH8=4F78?BF6B?45BE47BE8F 8FG4AB46Gc88A9HA6<bA78?4<A9BE@46<bA
CEBCBE6<BA474A4@5BF64FBF 8?E8FH?G47BF8E^DH87<6;4<A9BE@46<bAABF4?7E^78DH<8A8F?4
CBF88A?BF6B?45BE47BE8F
ndice
78AG84CBEG4A<A9BE@46<bAFB5E87H74F <ADH<8GH78FLA868F<7478F78?BFE868CGBE8F
C8E@<G<8A7B@8=BE4E?4G8@^G<6478?46B@HA<646<bA78F68A78AG8
6 -4? 6B@B F8 6B@8AG454 4? CE<A6<C<B ?4 6B@HA<646<bA E8DH<8E8 78 ?4 E8FCH8FG4 78?
FH=8GB4?DH8I47<E<:<7B8?@8AF4=8F<8FG4ABF8CEB7H68 FB?B;4L<A9BE@46<bA AB
6B@HA<646<bA )BE G4AGB FB?B ?4 E8FCH8FG4 78? 8@C?847B C8E@<G8 6BA9<E@4E DH8 ?4
6B@HA<646<bA;4G8A<7B_K<GB
ndice
7 %46B@HA<646<bA78F68A78AG8<@C?<646B@HA<646<bA4F68A78AG8 LI<68I8EF4
FG4 <AG8E78C8A78A6<4 8KC?<64 ?4F 7<9<6H?G478F L E8F<FG8A6<4F DH8 C?4AG84 ?4 CH8FG4 8A
@4E6;478?46B@HA<646<bA78F68A78AG8 F<AB;4F<7B_FG4?4CE^6G<64;45<GH4?8A?48@CE8F4
FGB F8 7858 4 DH8 ?4 6B@HA<646<bA 78F68A78AG8 8A 6H4AGB DH8 45E8 CH8EG4F L ?8:<G<@4 ?4
9BE@H?46<bA 78 CE8:HAG4F 7H74F B5=86<BA8F E8DH<8E8 78 HA 64@5<B 8A ?4 E8?46<bA 8AGE8 ?4
7<E866<bA8@<FBEL?BF6B?45BE47BE8FE868CGBE8FFG864@5<BF8748A8?^@5<GB78?CB78E8
<@C?<64 DH8 8? FHC8E<BE 468CG8 HA4 @4LBE <A9?H8A6<4 78 ?BF 6B?45BE47BE8F 6BA ?BF E<8F:BF L
I8AG4=4FDH88??B??8I44C4E8=47B
2.2.3. La comunicacin horizontal
FG8G<CB7864A4?8FF88@C?84cuando los miembros de un mismo nivel dentro de la
jerarqua del mando se comunican entre s.FG4I`4;BE<MBAG4?9HA6<BA4G4AGBB9<6<4?6B@B
B9<6<BF4@8AG8
%BF64A4?8F9BE@4?8FHB9<6<4?8FFBA78G<CB9HA6<BA4? <AG8E78C4EG4@8AG4?@<8AGE4FDH8
?BF<A9BE@4?8FF8@H8I8A8ACE<@8E?H:4E4HAA<I8?<AG8E<BE78?78C4EG4@8AGBC4E447DH<E<ECBF
G8E<BE@8AG8 HA4 4@C?<GH7 @^F :E4A78 %4F 6B@HA<646<BA8F ;BE<MBAG4?8F 8FC86<4?@8AG8 ?4F 78
64E^6G8E<A9BE@4? CEB?<98E4A8A8?:E47B8ADH894?G4A?BF64A4?8F4F68A78AG8FL78F68A78AG8FL
4@8AH7B??8:4A4@<A4E?4@BE4?78GE454=B
YFG88F8?I86GBE78?46B@HA<646<bA<AG8EA4DH8@^FCEB5?8@4FL7<9<6H?G478F:8A8E4
%BFCEB687<@<8AGBFC4E4946<?<G4E?46B@HA<646<bA;BE<MBAG4?ABF8CH878A78=4E4?4M4EB4?4
<AGH<6<bA ? 78F4EEB??B 78 ?4 6B@HA<646<bA ;BE<MBAG4? E8DH<8E8 78 @_GB7B G_6A<64 L C?4A<
E4FH78F4EEB??B
.A46B@HA<646<bA4F68A78AG8L78F68A78AG89?H<74 B5=8G<I4 I8E4MLGE4AFC4E8AG8
.A4 9BE@46<bA 4CEBC<474 FB5E8 G_6A<64F 78 6B@HA<646<bA FB5E8 7<A^@<64 78
:EHCBFL78F4EEB??B788DH<CBF78GE454=B
.A4IB?HAG474FH@<74CBE?BF@4A7BF78F8E6B@HA<647BE8FL:8FGBE8F78E86HEFBF
;H@4ABF 478@^F78G_6A<6BF
A ?4 BE:4A<M46<bA 8? CE<@8E 946GBE DH8 <A9?HL8 8A ?4 6B@HA<646<bA ;BE<MBAG4? 8F 8?
estilo de comunicacin 78? FHC8E<BE A 8FG8 CHAGB F8 CH878A 78FG464E 7BF 8FG<?BF 5^F<6BF 78
6B@HA<646<bA
ndice
4 .A CE<@8E 8FG<?B 8A 8? 6H4? 8? FHC8E<BE 78FC46;4E^ 78 9BE@4 <A7<I<7H4? L F8C4E474
6BAFHF6B?45BE47BE8F,<CE87B@<A48FG49BE@4786B@HA<646<bA ?464E46G8E`FG<64
8F DH8 8? 6B?45BE47BE F8 8F9H8EM4 CBE 6BAF8:H<E 78? FHC8E<BE ?4 4CEB546<bA 78 ?4F
4?G8EA4G<I4F@^F94IBE45?8F4FHHA<7478FGBF8785847BF946GBE8FCBEHA?47B ?4
94?G478<A9BE@46<bA468E6478?4FBGE4FHA<7478FLCBEBGEB CBEFHCEBC<B<AG8E_F
A ?4 6B@HA<646<bA ;BE<MBAG4? AB ?8 6BEE8FCBA78 4 A<A:HA4 78 ?4F C4EG8F G8A8E ?4 <A<6<4G<I4 8A 6H4AGB 4 ?4
6B?45BE46<bAF8E89<8E8,<A8@54E:B 8?FHC8E<BE=8E^EDH<6B78?BFCEBG4:BA<FG4F78?46B@HA<646<bAABCH878DH874E
4=8AB4?4F<GH46<bA%86BEE8FCBA7847BCG4E?4F@87<74FC4E4DH84@54FC4EG8F6B?45BE8AL6B@HA<DH8A89<64M@8AG8
5 %4G8A78A6<478?FHC8E<BE478FC46;4E8A8DH<CB6BAFHF6B?45BE47BE8F LDH8HG<?<M4
?4F E8HA<BA8F C4E4 8KC?BE4E ?BF 4FC86GBF 8A DH8 ?4F HA<7478F A868F<G4A 4CBL4EF8
@HGH4@8AG8FGB946<?<G4?46B?45BE46<bA LCBEG4AGB ?46B@HA<646<bA
? F8:HA7B 946GBE DH8 <A9?HL8 8A ?4 6B@HA<646<bA ;BE<MBAG4? 78F78 8? CHAGB 78 I<FG4
BE:4A<M4G<IB 8F 8? :E47B 78 7<98E8A6<46<bA DH8 F8 74 8AGE8 ?4F 7<FG<AG4F 46G<I<7478F 78 ?BF
78C4EG4@8AGBFFGBCEBIB64@4LBE8F7<98E8A6<4F8AGE8?BF6B?45BE47BE8FL?BF78C4EG4@8AGBF
L CBEG4AGB HA4@^F7<9`6<?6B?45BE46<bA8AGE8?BF@<F@BF CBE6H4AGB6474HAB788??BFG<8A8A
HA4I<F<bA7<FG<AG4 78E<I47478?BF7<98E8AG8F6E<G8E<BFDH8:H`4AFHF46G<I<7478F
?G8E68E946GBEBE:4A<M4G<IB<A9?HL88A?46B@HA<646<bA8A8?:E47B786B@C?8=<74778
?4 8FGEH6GHE4 L4 DH8 4 @4LBE 6B@C?8=<747 78 _FG4 @^F 7<9`6<? 8F ?4 6B?45BE46<bA ":H4?@8AG8
<A9?HL8AG88F8?:E47B786?4E<7476BADH8F8;4A789<A<7B?4F9HA6<BA8F78?BF6B@CBA8AG8F78
?4BE:4A<M46<bA
2.3. EL CONTENIDO DE LA COMUNICACIN INTERNA
? 6BAG8A<7B FHCBA8 8? quid 78 ?4 6B@HA<646<bA W*H_ 8F ?B DH8 F8 6B@HA<64 %4
E8FCH8FG48F6?4E4,8A6<??4@8AG8 GB7B!8@BFI<FGBL4DH8 8A6H4?DH<8ECEB68FB786B@HA<
646<bA 8? @8AF4=8 6BAFG<GHL8 HAB 78 ?BF CHAGBF 9HA74@8AG4?8F FG8 7858 F8E 6?4EB 7<E86GB L
HA^A<@8C4E4DH8?4<@4:8ADH8GE4AF@<G4F84?478F8474)4E48FGEH6GHE4E8?@8AF4=8F<:H<8A7B
HA @_GB7B BE:4A<M47B F8 CH878 E86HEE<E 4 ?4 G_6A<64 78? argumentario, 789<A<74 6B@B
;8EE4@<8AG4 4? F8EI<6<B 78 C8EFBA4F BE:4A<M46<BA8F B @BI<@<8AGBF FB6<4?8F 8A 8? DH8 F8
E86B:8A 4 @B7B 78 8AHA6<47BF F<@C?8F B 78 CE8:HAG4F L E8FCH8FG4F 6BEG4F F<8@CE8 78 9BE@4
6B@CE8AF<5?8 6BA6E8G4 L 6?4E4 ?4F E8FCH8FG4F 4 ?4F CE<A6<C4?8F 6E`G<64F H B5=86<BA8F 4 ?4F DH8
8FG4 BE:4A<M46<bA B @BI<@<8AGB 7858 ;468E 9E8AG8 4F` 6B@B ?BF CE<A6<C4?8F 4E:H@8AGBF DH8
CH8788F:E<@<E4FH94IBE
.A 4E:H@8AG4E<B 8F HA <AFGEH@8AGB 78 6B@HA<646<bA 78 HFB <AG8EAB 8A C8E@4A8AG8
8?45BE46<bA CBE ?B DH8 7858 F8E 6BAF<78E47B @^F 6B@B HA CEB68FB DH8 6B@B HA CEB7H6GB
G8E@<A47B+8FC86GB78?4F94F8F78FH8?45BE46<bACH878AF8a4?4EF86<A6B
BE@46<bA78HA8DH<CB<AG8:E47BCBE?4FC8EFBA4FDH8I4A4G8A8EHA4<@C?<646<bA
7<E86G48A?4466<bA786B@HA<646<bA BGEBF@<8@5EBFBAB78?4BE:4A<M46<bADH8
CBEFH6H4?<9<646<bAB8KC8E<8A6<4CH874A4CBEG4EHACHAGB78I<FG46E`G<6BB8FC86`
9<6B78?BFCEB5?8@4F4GE4G4EL8?8KC8EGB8A6B@HA<646<bAE8FCBAF45?878?46BBE
7<A46<bAL4F8FBE4@<8AGB8A8?78F4EEB??B78?4466<bA786B@HA<646<bA
8G866<bA78B5=86<BA8FL4E:H@8AGBF6?4I8 C4E4?BDH8F8E86B@<8A74?4F<:H<8AG8
@8GB7B?B:`4 4 474 @<8@5EB 78? 8DH<CB 78 @B7B <A78C8A7<8AG8 <78AG<9<64 DH_
I4?BE8F78?4BE:4A<M46<bA6BAF<78E49HA74@8AG4?8F78F78HA4bCG<64C8EFBA4?L CBE
BGEB?47B DH_4E:H@8AGBF78HFB6B@cAFBAHG<?<M47BFG4AGBC4E46E<G<64E6B@BC4E4
4CBL4E 4 ?4 BE:4A<M46<bA L 4CBEG4 ?BF @4G8E<4?8F DH8 6BAF<78E8 A868F4E<BF C4E4 ?4
E89?8K<bA ? GE454=B C8EFBA4? 8 <A78C8A7<8AG8 8A 8FG4 CE<@8E4 94F8 4F8:HE4 HA4
@4LBE7<I8EF<747LE<DH8M478C8EFC86G<I4FF46BAF8=45?8DH88?<A7<I<7HB46H744
FHF CEBC<4F <@CE8F<BA8F E84?<M4A7B HA CE<@8E ?<FG47B 78 4E:H@8AGBF 4 94IBE L 8A
6BAGE45BAGE4FG878?4FCEBC<4F;<CbG8F<F5<8A@87<4AG86BAI8EF46<BA8FB8AGE8
ndice
@87<4AG8?4E84?<M46<bA78HA4<AI8FG<:46<bA78BC<A<bA4GE4I_F78HA46BAFH?GBE4
8KG8EA4B5<8A@87<4AG88?4A^?<F<FL?4I4?BE46<bA78?BF6BAG8A<7BF78?BF@87<BF
<A9BE@4G<IBF
854G8FB5E8B5=86<BA8FL4E:H@8AGBF6?4I8 54F8C4E478G86G4E?BFCHAGBF9H8EG8FL
7_5<?8F78?@8AF4=8DH8DH8E8@BFGE4AF@<G<ELC4E46BAGE4FG4E?BF6BA8?7<F6HEFB78?
E8FGB784:8AG8FFB6<4?8FHBE:4A<M46<BA8F6BA?BFDH8F86B@C4EG8?4CE8F8A6<48A
8? 7854G8 Cc5?<6B DH_ 6BA8K<BA8F 78 F<@<?<GH7 B 78 BCBF<6<bA F8 CH878A E84?<M4E
8AGE88FGBFBGEBF7<F6HEFBFL8?CEBC<B@8AF4=8 LDH_G<CB78E4MBA4@<8AGBFCB7E`4A
<AI4?<74E8?4E:H@8AGB8A64FB78DH89H8E4AHG<?<M47BFCBE8?E868CGBE78?@8AF4=8
?45BE46<bA 78 HA 4E:H@8AG4E<B DH8 78 9BE@4 5E8I8 6?4E4 L 6BA6<F4 E86B=4 ?4F
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DESTINATARIO
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5 Sita socialmente su verdadera identidad. 8F78 8? CHAGB 78 I<FG4 8FGE<6GB 78 ?4
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G4E78 B @^F G8@CE4AB 7858E^ GB@4E 786<F<BA8F 8FGE4G_:<64F 468EG474F B 78F4C4E8
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6 Favorece estrategias de crecimiento: -4AGB 78 6E86<@<8AGB 6H4AG<G4G<IB AH8IBF
CEB7H6GBF AH8IBF@8E647BFB<AG8:E46<bAI8EG<64? 6B@B6H4?<G4G<IB86BAB@`4F78
8F64?4 @8=BE478?464?<7478A?44G8A6<bA4?FB6<BB4?6?<8AG8 8G6_G8E4
7 Posibilita un manejo tctico de los mensajes. ? ;86;B 78 DH8HA4 8@CE8F4 CBF84
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!+'X'3&(
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cit. C
ndice
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Figura 2.5
%4<@4:8A788@CE8F4L?46B@HA<646<bA<AG8EA4
CULTURA
ORGANIZATIVA
IMAGEN
DE LA
ORGANIZACIN
VISIN Y MISIN
GESTIN
COMUNICACIN
INTERNA
COMPROMISO
DE PROGRESO
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3.1. CONCEPTO
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ndice
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4
Mayor dispersin geogrfica: ?4F 9<?<4?8F B FH5F<7<4E<4F F8 ;4??4A 8FC4E6<74F CBE
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5
Choque de culturas 8AGE8 ?4F 7<FG<AG4F BE:4A<M46<BA8F DH8 6B@CBA8A ?4 BE:4A<M4
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ndice
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4 W*H_<784G<8A8?48@CE8F478?BDH88F6B@HA<646<bA
5 Wb@BCH8786BAGE<5H<E4?B:E4EABFB?BHA@8=BEA<I8?786B@HA<646<bA78AGEB78
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7 %BFB5=8G<IBFL?4@<F<bA78?48@CE8F4
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CAPTULO 3
LA COMUNICACIN INTERNA COMO
INSTRUMENTO DE GESTIN
Nada genera ms amor propio
entre los empleados
que el hecho de que los incluyan
en el proceso de toma de decisiones.
#H7<G;&4E7J<6>
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4 C4E<6<bA 78 rumores <AG8EABF B 8KG8EABF DH8 4:E4I4A ?4F G8AF<BA8F L CH878A
78:8A8E4E8A6BA9?<6GBF 6H4A7BAB8A6E<F<F
5 Menor rendimiento,785<7B4?46B@C4EG<@8AG46<bA8K68F<I48AGE8?BF<A7<I<7HBFL
?BF78C4EG4@8AGBFL4?494?G4786B@HA<646<bA=8E^EDH<64
ndice
6 Pasividad 78 ?BF 6B?45BE47BE8F 785<7B 4 FH E86;4MB 4 468CG4E ?BF B5=8G<IBF 78 ?4
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L ?4F <A6BA:EH8A6<4F DH8 C8E6<58A B 6E88A C8E6<5<E ?BF GE454=47BE8F 47BCG4A HA4
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786?4E46<BA8F78F@BE4?<M4AG8F G4AGB8A8?<AG8E<BE6B@B8A8?8KG8E<BE
7 Mala calidad78?CEB7H6GBI8A7<7BB78?F8EI<6<BCE8FG47B
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78 6B@HA<646<bA GB@4 78 786<F<BA8F 8DH<IB6474F CBE C4EG8 78 ?4 4?G4 7<E866<bA 785<7B 4 ?4
<A8K<FG8A6<4 B 8F64F8M 78 <A9BE@46<bA 4F68A78AG8 <A6<78A6<4 FB5E8 8? 6?<@4 ?45BE4? 8F 786<E
FB5E88?45F8AG<F@B 78F@BG<I46<bA786B?45BE47BE8FBFB6<BF ?4G4F478CEB7H6GBF<A464547BFL
78466<78AG8F8A?4F8@CE8F4FE8C8G<6<bA78GE454=BF785<7B4?478F6BBE7<A46<bA4:H7<M46<bA
78?4FE<I4?<7478F <A6B@CE8AF<bA8AGE8?BF78C4EG4@8AGBF 8G6_G8E4
A 789<A<G<I4 ?BF <A6BAI8A<8AG8F 78 HA4 CB?`G<64 46G<I4 78 6B@HA<646<bA FBA
F8AF<5?8@8AG8@8ABE8F 4?4E:BC?4MB DH8?4F78FI8AG4=4FDH8FHCBA8?4F<GH46<bA<AI8EF4)BE
4a47<7HE4 ?4F7<9<6H?G478FFHE:<74F78?46B@HA<646<bACH878A9^6<?@8AG8FHC8E4EF86BA6<8EGB
G46GB F<8@CE8DH8?4CB?`G<64786B@HA<646<bA F84 6B;8E8AG8 6BA 8? F<FG8@4 :?B54? 78 :8FG<bA
DH8;48?8:<7B?4BE:4A<M46<bA
.A4<A4786H4746B@HA<646<bA<AG8EA4CEBIB64HA4F8E<8788986GBF8A?4BE:4A<M46<bA
4 No identificacin del miembro con la organizacin,74A7B?H:4E4HA464E8A6<4
78@BG<I46<bAL78C4EG<6<C46<bA78?6B?45BE47BE ?BDH8BE<:<A4HA47<F@<AH
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5 Falta de especificacin de funciones y cometidos,?BDH87<FGBEF<BA4?4FE8?46<B
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78AB@<A474C4GB?B:`49HA6<BA4?
6 Desconocimiento de los avances tecnolgicos, HA4 78 6HL4F 6BAF86H8A6<4F
7<E86G4F 8F 8? 78F4CEBI86;4@<8AGB 78? CBG8A6<4? ;H@4AB 78 ?4 8@CE8F4 ?
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C<4<@4:8A78?46B@C4a`4
7 Creacin de un sistema de comunicacin informal785<7B4?4F64E8A6<4F78?4
8FGEH6GHE49BE@4?FGBFF<FG8@4F 8A@H6;4FB64F<BA8F 8AI8M78<A9BE@4E7<F
GBEF<BA4A?4E84?<74778?BF;86;BF
)BE8FGBF @BG<IBF ?4F BE:4A<M46<BA8F CE<A6<C4?@8AG8 ?4F 8@CE8F4F DH8 CEB6HE4A :8F
G<BA4E 78 9BE@4 E46<BA4? 8? 64C<G4? ;H@4AB 4F<:A^A7B?8 G4AG4 B @^F <@CBEG4A6<4 DH8 4 BGEBF
946GBE8F 78 ?4 CEB7H66<bA L4 A< F<DH<8E4 6H8FG<BA4A ?BF CE<A6<C<BF 78 ?4 6B@HA<646<bA L 78 ?4
C4EG<6<C46<bA?cA<6BCEB5?8@4DH8C8EF<FG88F6b@B;468E?B G8A<8A7B8A6H8AG4?BFB5=8G<IBF
:8A8E4?8F78?48AG<747L?4F6<E6HAFG4A6<4FC4EG<6H?4E8F786474BE:4A<M46<bA
ndice
LA COMUNICACIN INTERNA
TRATA DE EVITAR LA
INCOHERENCIA
ENTRE IMAGEN EXTERNA
E IMAGEN INTERNA
)H878 8A9B64EF8 ?4 6B@HA<646<bA 8KG8EA4 7<E<:<74 CBE HA4 8@CE8F4 4 ?BF 6?<8AG8F
46GH4?8FBCBG8A6<4?8F8@CE8F4FB<A7<I<7HBF CBE@87<B78? @4E>8G<A: 78?4CH5?<6<747 ?4F
E8?46<BA8F Cc5?<64F ?4 CEB@B6<bA 78 I8AG4F ,H B5=8G<IB 8F CEB@B6<BA4E ?4 8@CE8F4 B FHF
CEB7H6GBF 8AGE8 ?BF HFH4E<BF FG8 @B78?B 6BEE8FCBA78 4 HA4 6B@HA<646<bA 8FGE4G_:<64 8A
F<GH46<BA8F786B@C8G8A6<4
A64@5<B ?46B@HA<646<bA<AG8EA4F87<E<:84?4FC8EFBA4F78?4BE:4A<M46<bA LG<8A8
CBEB5=8G<IBCEBL86G4EHA4<@4:8A6B;8E8AG88A8?<AG8E<BE78?48@CE8F4 78?44FB6<46<bAL
G4@5<_A 6474I8M6BA@^F9E86H8A6<4 4evitar un desfase entre la imagen interna y la imagen
externa.&87<4AG8HA78F4EEB??BLHA4CEB@B6<bA78<78AG<747 78?46H?GHE4 78?BFI4?BE8F 78
?4 C8EFBA4?<747 78 HA4 BE:4A<M46<bA ?4 6B@HA<646<bA <AG8EA4 <AF<FG8 FB5E8 FH 8FC86<9<6<747 L
C8E@<G84?C8EFBA4?=H:4E8?C4C8?78I8;`6H?B78?4<@4:8A6BAE8FC86GB4?8KG8E<BE)BEG4AGB
8AGE4E^A8A=H8:B6E<G8E<BF7889<6<8A6<44?4;BE47847@<A<FGE4E?46B@HA<646<bA<AG8EA48A8?
F8AB78?4BE:4A<M46<bA
1.2. LA EFICIENCIA EN LA GESTIN
)4E4 ('(
?4 89<6<8A6<4 8F ?4 CEBCBE6<bA 8AGE8 input <AFH@B L output
CEB7H6GB9<6<8A6<4<@C?<64CEB7H6G<I<747-4@5<_A<@C?<644HF8A6<47878FC8E7<6<B9<6<8A
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BE:4A<M46<bA
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A<646<bA
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GB7BF?BF8?8@8AGBF47<6<BA4?8FC4E474E?84?6?<8AG88?4HGB@bI<?4?@^F54=BCE86<BFG48FHA4
9BE@4 78 89<6<8A6<4 %BF =4CBA8F8F ?B:E4EBA ;468EF8 6BA 8? 78? @8E647B 78 4HGB@bI<?8F
ABEG84@8E<64AB FH@4A7B 8?8@8AGBF 47<6<BA4?8F 6B@B C4EG8 78? CE86<B 5^F<6B 78? 4HGB@bI<?
FG8AB9H88?E8FH?G47B78?6BA68CGB7889<6<8A6<4 F<AB78?7889<646<4
!4L 6BA68CGBF 6B@B 8? 78 just in time DH8 FBA 8? G8FG<@BA<B 78 ?4 89<6<8A6<4 8A 8?
F8EI<6<B)8EB?4F8@CE8F4FABEG84@8E<64A4F??8:4A4?489<6<8A6<4CBE8?64@<AB78?489<646<4
%4CE<A6<C4?7<98E8A6<48FDH8?4CE<@8E48FHA4CEBCBE6<bA @<8AGE4FDH8?4F8:HA74AB?B8F
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6BA9866<BA4E^HA4?<FG4784DH8??BDH8DH<8E8;468EL?4E86BEE8E^HG<?<M4A7B?4GBG4?<74778?BF
@87<BFC4E464744FHAGBH4A7B;4L44:BG47BGB7BF?BFE86HEFBF7<FCBA<5?8F F878G8A7E^
ndice
78@^F 8?6BA68CGB7889<6<8A6<4??8I4<@C?`6<GBF@^FCEB5?8@4F%489<6<8A6<4CH878
@87<EF88AHACHAGB8A8?G<8@CB,<5<8AG<8A8DH8F8E@8AFHE45?8 AB8FCBF<5?8@87<E?BDH8
C4F4E^8A8?9HGHEB)BE8??B 8K6?H<E8@BF78GB7486H46<bA7889<6<8A6<4
BA 9E86H8A6<4 ?4 89<6<8A6<4 8F 8A8@<:4 78 ?4 9?8K<5<?<747 L 8A 8? @HA7B 8@CE8F4E<4?
46GH4??49?8K<5<?<747F88FG^IB?I<8A7B6474I8M@^F<@CBEG4AG8
B@B9bE@H?4F784G8AH46<bA78?BF8986GBF78HA4<A4786H4746B@HA<646<bA<AG8EA4
\&3
%%+
8FG45?868?4<@C?4AG46<bA78?4FF<:H<8AG8F466<BA8F6B@HA<64G<I4F
4 B@8AG4E HA CEB:E4@4 78 46BA7<6<BA4@<8AGB 9`F<6B 4AG8F 78 6B@8AM4E 8? 7`4
?45BE4?88FG4@4A8E4 F878F4EEB??4E^?46BAI<I8A6<4L478@^F?BF6B?45BE47BE8F
F8F8AG<E^A@8=BE
5 F<:A4E HA AB@5E8 7<FG<AGB 4? 64E:B 78 ?BF 6B?45BE47BE8F =8@C?BF 8A I8M 78
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6 E84EHA6b7<:B<AG8EABC4E4DH8?4:8AG8F8<78AG<9<DH8LF8F<8AG4@<8@5EB78?4
8@CE8F4
7 474@8F E84?<M4EHA46GBFB6<4?8A647478C4EG4@8AGB6B@<74 9<8FG42HA4I8M4?
4aB ??8I4E 4 645B HA 6BAI<I8A6<4 :8A8E4? FGB 6BAGE<5H<E^ 4 6E84E HA 4@5<8AG8
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8 )H5?<64E <A9BE@46<bA 8A HA C8E<b7<6B @HE4? C4E4 DH8 ?BF 6B?45BE47BE8F 8FG_A 4?
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9 'B@5E4E4?@8=BE8@C?847B78?@8F 4F`6B@BFHFE898E8A6<4F
: E84E HA4 F866<bA 78 I<74 FB6<4? B F<@<?4E 8A 8? DH8 F8 @8A6<BA8A 4?:HABF
8I8AGBF 8KGE4?45BE4?8F ,8 <A6?H<E^ HA 8FC46<B 8A 8? DH8 8? C8EFBA4? CH5?<DH8 FHF
BC<A<BA8F FH:8E8A6<4FBF8AG<@<8AGBF
FG84HGBE<AF<FG88ADH8F8;4C4F47Bdel jefe que ordena porque manda, al directivo
que motiva porque informa. 'BFB?BF8GE4G478<A9BE@4EC4E46BAG8AG4E4?4FC8EFBA4FF<ABF458E
8F6H6;4E?4F<ADH<8GH78FLCEBCH8FG4F78?BF6B?45BE47BE8FLFH5BE7<A47BF,8GE4G4788I<G4E?BF
EH@BE8FL8?@4?8FG4E78?8DH<CB78E<I47B78?BF@4?8AG8A7<7BFLBF6HE4F<AG8ECE8G46<BA8FDH8
CEB7H68A?BFI46`BF78<A9BE@46<bA78?46cCH?44?4F54F8F
K<FG8A 4?:HA4F 9bE@H?4F C4E4 8I<G4E DH8 ?BF 78F4=HFG8F 78E<I47BF 78 HA4 <A4786H474
6B@HA<646<bA<AG8EA4CH874A;468EF86EbA<6BF8A?4BE:4A<M46<bA LFBA?4FF<:H<8AG8F
C?<646<bA788A6H8FG4F4GB74F?4F<AFG4A6<4F78?4BE:4A<M46<bAC4E46BAB68E8A
GB7B@B@8AGB?BFE8DH8E<@<8AGBF78?BF6B?45BE47BE8F
)BG8A6<46<bA 78 ?4F E8HA<BA8F 8A GB7BF ?BF A<I8?8F BE:4A<M4G<IBF 78F4EEB??4A7B
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BE:4A<M46<bA
\&3
%%+
op.
cit. C
ndice
-B@478786<F<BA8F78@B6E^G<64F8A?BFA<I8?8FF8a4?47BF6B@BG4?8FCBE?44?G4
7<E866<bA
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+8I<FG4<AG8EA4DH<A68A4?B78BGE4C8E<B7<6<74778G8E@<A474
?45BE46<bACEB:E4@4F7878F4EEB??B78?BF<A7<I<7HBF78?4BE:4A<M46<bA
&8=BE478?6BAB6<@<8AGB78?48@CE8F4CBEC4EG878GB7BF?BF6B?45BE47BE8F
)^:<A4F8?86GEbA<64FDH8CEB@B6<BA8A?BF7<FG<AGBF78C4EG4@8AGBFBF866<BA8F78
?4BE:4A<M46<bA
&8=BE478?BF64A4?8F786B@HA<646<bA<AG8EABF
HEFBFFB5E8@<F<bALB5=8G<IBF78?4BE:4A<M46<bA ;<FGBE<4L8FGE4G8:<4F
+BG46<bA78C8EFBA4F8AGB7BF?BFA<I8?8F?B:`FG<64 E86HEFBF;H@4ABF 6B@HA<
ndice
Figura 3.1
&4GE<M78?4F8FGE4G8:<4F786B@HA<646<bA78?48@CE8F4
INFORMACIN
CENTRADA
EN LA
DIFERENCIA
LENGUAJE
DE ESPECIALISTA:
POCO DIRIGIDO
AL CLIENTE
INFORMACIN
CENTRADA
EN LOS
TPICOS BANALES
LENGUAJE
TCNICO, BANAL:
POCO EFECTO
DE PERSUASIN
VENTAJAS PARA EL
USUARIO. INSISTENCIA
EN LA ORIGINALIDAD
DE LA OFERTA
RESPUESTA
SIN ORIGINALIDAD
ANTE LAS DEMANDAS
DEL CLIENTE. PELIGRO:
LA COMPETENCIA LO
PUEDE HACER MEJOR
LENGUAJE
DE LA EMPRESA
LENGUAJE
DEL CLIENTE
Caractersticas
de los productos y servicios
Presentacin de ventajas
.'- ,"&('-L,"&('-
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DEMORA
1.
1. COMPORTAMIENTO
COMPORTAMIENTO
ESPONTNEO
ESPONTNEO
2.
2. LENGUAJE
LENGUAJE
Y
RITUALES
Y RITUALES
3.
3. VALORES
VALORES Y
Y
MODELOS
MENTALES
MODELOS MENTALES
ndice
4.
4. CULTURA
CULTURA
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2.2. LA COMUNICACIN INTERNA Y SUS RELACIONES CON LA CULTURA ORGANIZATIVA
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Figura 3.3
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Figura 3.4
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78G8E@<A4AG8FC4E4?46H?GHE478?4F@<F@4FDH8?4FCE<@4E<4FB@8E4@8AG89BE@4?8F,<:H<8A7B
?BF8FGH7<BF78?BDH8)))+ 78AB@<A4E878F786B@HA<646<bA F8??8:44?46BA6?HF<bA78DH8
?B DH8 @4E64 ?4 E8?46<bA 8AGE8 8? A<I8? 9BE@4? 78 ?4 BE:4A<M46<bA L 8? A<I8? <A9BE@4? FBA ?4F
E8?46<BA8F E84?8F DH8 8K<FG8A 8AGE8 ?BF 7<FG<AGBF <A7<I<7HBF 78 HA4 BE:4A<M46<bA B FH5HA<747
78AGEB78?4@<F@4
F` ?4FE878F786B@HA<646<bAF86HA74E<4F CBE 8A6<@4 78 BE:4A<:E4@4F L =8E4EDH`4F
@4E64A8?G<CB786H?GHE4DH8<@C8E48A?4BE:4A<M46<bA8A6474@B@8AGB
LA COMUNICACIN FORMAL
DEBE ESTAR AL SERVICIO
DE LA COMUNICACIN INFORMAL.
B@BG4? ?46B@HA<646<bA9BE@4? 4DH8??4DH8F87454=BHA4ABE@4G<I4formalizada,
8F 786<E 8F6E<G4 <@CH8FG4 B 8FG45?86<74 CBE ?BF bE:4ABF 6B@C8G8AG8F 8F cA<64@8AG8 ?4
64A4?<M4
7BE478?46B@HA<646<bA<A9BE@4?88FG8@B7B ?4<@CBEG4A6<4C4F44E47<64EF88A?BF
64A4?8F 8A?4FI`4F786B@HA<646<bA 8A?BF8A?468FDH8F8I8`4A8A?BF7BF64C`GH?BF4AG8E<BE8F
6H4A7BF88FGH7<454A?4FG8BE`4F786B@HA<646<bA
'B DH<8E8 786<E DH8 GB74 ?4 6B@HA<646<bA 78 G<CB <A9BE@4? DH8 F8 74 8A HA4
BE:4A<M46<bA F84 A868F4E<4 B cG<? F<AB DH8 ?4 6B@HA<646<bA 9BE@4? 4C4E868 6B@B HA4 6BAF8
6H8A6<478?4CE<@8E4
AAH8FGE4BC<A<bA 8FG84HGBEE8FC8G4?47<I<F<bAGE47<6<BA4?8AGE8?BF7<FG<AGBFG<CBF78
6B@HA<646<bA <AG8EA4 FHF 4CBEG46<BA8F FBA @^F 5<8A cualitativas, L 6B@B G4?8F B9E868A HA4
I<F<bA784DH8??4F;8EE4@<8AG4F 78 6B@HA<646<bA <AG8EA4 DH8 46Gc4A789BE@4 7<E86G4 FB5E8 ?4
6H?GHE478HA4BE:4A<M46<bAG45?4
'B8FFH9<6<8AG86BAHA48AH@8E46<bAC4E478G8E@<A4E?4FE8?46<BA8FDH8CH878A74EF8
8AGE8 8?8@8AGBF 6B@HA<64G<IBF L 8?8@8AGBF 6H?GHE4?8F F @^F F8E`4 CE86<FB 8A6H47E4E 8F4
G<CB?B:`48AHA46?4F<9<646<bA@^F68EG8E478?46H?GHE4BE:4A<M4G<I4)4E46BAB68E8FG4F<AG8E46
6<BA8F ( L #(',
8FG45?868A 8A FH B5E4 The character of a corporation ?BF
6BA68CGBF78sociabilidad L solidaridad.
%4 FB6<45<?<747 @<78 8? A<I8? 78 E8?46<BA8F 4@<FGBF4F 8AGE8 ?BF @<8@5EBF 78 ?4
BE:4A<M46<bA %4 FB6<45<?<747 9E86H8AG8@8AG8 4C4E868 78 9BE@4 8FCBAG^A84 8FG^ CE8F8AG8 8A
GB74F ?4F 9468G4F 78 ?4 I<74 L 49?BE4 8FC86<4?@8AG8 8AGE8 <A7<I<7HBF 6BA <784F 6E88A6<4F B
I4?BE8FF<@<?4E8F
%4 FB6<45<?<747 G4? L 6B@B ?4 8AG<8A78A ( L #(', 478@^F AB FB?B 8K<FG8 78
9BE@4A4GHE4?B8FCBAG^A848A?4F9468G4FC8EFBA4?8FG4@5<_A4C4E8688A8?GE454=B 6B@BHA4
AH8I4 7<@8AF<bA 78? @<F@B L 78 ?4F BE:4A<M46<BA8F 8 ;86;B 8F HAB 78 ?BF 946GBE8F DH8
CE<@8EB??4@4?44G8A6<bA78HA4BE:4A<M46<bA4G8A6<bAG8?89bA<64 GE4GB6BA?BF@<8@5EBF78?4
@<F@4 LDH8789<A8?4FE8?46<BA8F;H@4A4F78AGEB78?4BE:4A<M46<bA
)8EB ?4 FB6<45<?<747 G4@5<_A G<8A8 FHF <A6BAI8A<8AG8F )BE HA4 C4EG8 CEBIB64 DH8 ?4
4@<FG47B?4FE8?46<BA8F4@<FGBF4FCE8I4?8M64ACBE8A6<@478?GE454=BE84?<M47B)B6BF@<8@
ndice
5<?<747 F<A A<A:cA 6B@CBA8AG8 6BEE86GBE B 4G8AH47BE CH878 CEBIB64E 74E <@CBEG4A6<4 8A ?4
BE:4A<M46<bAcA<64@8AG84?4FC86GBE8?46<BA4?78?4@<F@478=4A7B8AHAF8:HA7BC?4ABBGEBF
4FC86GBF
Tabla 3.1
-<CBF786B@HA<646<bA9BE@4?DH8<A9?HL8A8A?46H?GHE4BE:4A<M4G<I4
COMUNICACIN
DESCENDENTE
x "AFGEH66<BA8F78GE454=B
x +46<BA4?<M46<bA78?
GE454=B
x "A9BE@46<bAFB5E8
CEB687<@<8AGBF G4E84F
x "A9BE@46<bA78E8GBEAB
x 66<BA8F789BE@46<bA
8AF8a4AM4L4CE8A7<M4=8
COMUNICACIN
ASCENDENTE
COMUNICACIN
HORIZONTAL
x "A9BE@46<bAFB5E88?
x BBE7<A46<bA788DH<CBF
<A7<I<7HB
x CBLB8@B6<BA4?
x "A9BE@46<bAFB5E8?4F
4FC<E46<BA8F78?
FH5BE7<A47B
x B@HA<646<bAFB5E8?4F
CB?`G<64F78?4
BE:4A<M46<bA
x H8FG<BA8FL6B@8AG4E<BF
FB5E88?GE454=B
78F8@C8a47B
H8AG8)))+
%4FB?<74E<747 8A6BAGE4FG86BA?4FB6<45<?<747AB8FG^G4A54F4748A8?6BE4MbA6B@B
8A?46458M4%4FE8?46<BA8F78FB?<74E<7478FG^A54F474F8A?449<A<74778G4E84F 78<AG8E8F8F L
8A?44FHA6<bA78B5=8G<IBF6B@HA8FDH8E87HA78A8A8?5<8A78GB74F?4FC4EG8F%4FFB6<87478F
6BBC8E4G<I4F 78AGEB78?8FDH8@4BE:4A<M4G<IB8FC4aB? CH878AF8EHA5H8A8=8@C?B78BE:4A<
M46<BA8F6BA4?G4FB?<74E<747
%BF@<8@5EBF78HA4BE:4A<M46<bA6BA4?GBA<I8?78FB?<74E<747GE454=4A=HAGBFCBE?4
6BAF86H6<bA78HAB5=8G<IB <@CE<@<8A7B4FHGE454=B7<A4@<F@BL6BA6<8A6<478?B:EB
%BF4FC86GBFA8:4G<IBF78?4FB?<74E<747CH878AF8E8A4?:HABF64FBF?4B5F8F<bACBE8?
6H@C?<@<8AGB 78 ?BF B5=8G<IBF DH8 4EE<A6BA8 ?BF 4FC86GBF 78 78F4EEB??B <A7<I<7H4? 78 ?BF
@<8@5EBF78HA4BE:4A<M46<bAF8CH878??8:4E4CHAGBF78ABE8GBEAB8A?4GB@478786<F<BA8F
L 6BAI8EG<E ?4 BE:4A<M46<bA cA<64@8AG8 8A HA4 @^DH<A4 78 6H@C?<E B5=8G<IBF 78F6H<74A7B ?4 ndice
I8EG<8AG8C8EFBA4?78?4@<F@4
C4EG<E78?BF6BA68CGBF78FB?<74E<747LFB6<45<?<747 8FGBF4HGBE8F<784A?BDH88??BF
78AB@<A4A 8? 6H5B 78 ?4 7B5?8 , 9<:HE4 A 8? 8=8 78 45F6<F4F ?BF 4HGBE8F 6B?B64A ?4
7<@8AF<bA 78 FB?<74E<747 @<8AGE4F DH8 8A 8? 8=8 78 BE78A474F F8 ;4??4 ?4 7<@8AF<bA 78
FB6<45<?<747 8F78 HA CHAGB 78 I<FG4 6H4AG<G4G<IB L 68AGE^A7BF8 cA<64@8AG8 8A ?4F 64E4F
9EBAG4?8F78?6H5B 8?G<CB78BE:4A<M46<bADH8F864E46G8E<M4CBEHA44?G4FB6<45<?<747LHA454=4
FB?<74E<7478F8?DH8?BF4HGBE8F78AB@<A4Acultura en red.
)BEFHC4EG8 4DH8??4FBE:4A<M46<BA8FDH8 8A8?6H47E4AG8BCH8FGB F864E46G8E<M4ACBE?4
4?G4FB?<74E<747L?454=4FB6<45<?<747FHCBA8AHA4cultura mercenaria.
H4A7BHA4BE:4A<M46<bA@H8FGE4HA54=BA<I8?8A4@5BFA<I8?8F78E8?46<BA8FFB6<4
Figura 3.5
?6H5B78?47B5?88F8
FRAGMENTADA
MERCENARIA
Baja
Alta
SOCIABILIDAD
COMUNAL
Baja
EN RED
Alta
SOLIDARIDAD
H8AG8
<A4?@8AG8 4?G4FFB6<45<?<747LFB?<74E<74774A6B@BE8FH?G47B?BDH8?BF4HGBE8F78AB
ndice
84?:cA@B7B ABF8A6BAGE4@BF8AHA48A6EH6<=4748A?4DH8?46B@HA<646<bA<AG8EA4
CH87878F8@C8a4EHA8KGE4BE7<A4E<BC4C8?6B@B8?8@8AGB789<A<GBE<B5^F<6B78?46H?GHE4 LAB
FB?B8FB F<ABDH88A9HA6<bA78?4F8FGEH6GHE4F64HF4?8FDH878G8E@<A454A?46B@HA<646<bA8A
9HA6<bA78?46H?GHE4BE:4A<M4G<I4 CH878I<F?H@5E4EF8HAAH8IBC?4AG84@<8AGB DH8I44F8E?4
E4`M 78 ?4 <AI8FG<:46<bA CBFG8E<BE CBE 8? DH8 ?4 6B@HA<646<bA <AG8EA4 F8 6BAI<8EG8 8A ?4
78G8E@<A4AG878?46H?GHE46BECBE4G<I4
Tabla 3.2
%46B@HA<646<bA<AG8EA48A9HA6<bA78?46H?GHE478?4BE:4A<M46<bA
CULTURA DE RED
CULTURA MERCENARIA
x %4 6B@HA<646<bA I8E54? CE<@4 8A :E4A x %4 6B@HA<646<bA 8F 7<E86G4 5<8A
@87<74FB5E88?E8FGB789BE@4F786B@H
A<646<bA
x HA E8FC8G4A7B ?4 =8E4EDH`4 9BE@4? L ?BF
CEB68FBF8FG45?86<7BF 8K<FG8HA46B@HA<
646<bA45<8EG4L6BAFG4AG8 4C4E86<8A7B?B
DH8 F878AB@<A4A 8A <A:?_F meetings before meetings.
x HADH8 8? 5B64 4 5B64 8F 8? @87<B @^F
64E46G8E`FG<6B 8K<FG8 HA HFB @HL 4786H4
I4F78GB7BG<CB@8@BE4A7BF 94K8F
x ,8 CBA8 8FC86<4? 4G8A6<bA 8A 6B@HA<64E
CBE?4I`44786H474
8A9B64744647478FG<A4G4E<B
6B@B8A8?64FB78?46H?GHE478E87
x %4F E8HA<BA8F 8FG^A 5<8A CE8C4E474F L
FH8?8AF8E8K<GBF4F cG<?8FL89<6468F
x %4 8KCBF<6<bA 78 CEB5?8@4F B 4FHAGBF
C8EFBA4?8F8F78=4748AHAF8:HA7BC?4AB
x ?CE86<F4E789?H<78MLE4C<78M ?4FE878F
<AG8EA4F B6HC4A HA C4C8? 78FG4647B 8A ?4
BE:4A<M46<bA
CULTURA FRAGMENTADA
CULTURA COMUNAL
64FL8A6H8AGEBFCBE?BFC4F<??BF
%4 BE:4A<M46<bA 78 E8HA<BA8F F8 ;468 7<
9`6<?78F788?6B@<8AMB6BAIB64GBE<4 BE
78A78?7`4
%4 6B@HA<646<bA 8F6E<G4 E88@C?4M4 4 ?4
6B@HA<646<bABE4? C8EBAB8K<FG8?4F8:H
E<74778DH8?BF7B6H@8AGBFF84A?8`7BF
%BF@<8@5EBF78?4BE:4A<M46<bAG<8A78A
4?GE454=B<A7<I<7H4?<M47B
.A4 :E4A 64AG<747 78 6B@HA<646<bA F8
E87<E<:8;46<48?8@8AGBF9H8E478?4BE:4
A<M46<bA6?<8AG8F CEBI887BE8F
?BF@^F9E86H8AG8@8AG8HG<?<M47BF
x
x
x
x
I8E54?8F78?46B@HA<646<bA6B?BE I8FG<
DH8A4HABF<A7<I<7HBF6BABGEBF
%BF 9?H=BF 78 6B@HA<646<bA F8 74A 9^
6<?@8AG88AGE8?BF7<FG<AGBFA<I8?8FBE:4A<
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%BF <A7<I<7HBF 8KG8EABF ?BF outsiders 78
?4 BE:4A<M46<bA FH8?8A F8E 8K6?H<7BF 78
8FG8G<CB786B@HA<646<bA
,8 468AGc4 ?4 7<98E8A6<4 8AGE8 8?
OABFBGEBFPL8?O8??BFP
F 7<9`6<? AB 6B@HA<64E L FH8?8 ;458E
CB6BFF86E8GBF8A?4BE:4A<M46<bA
+8FH@<7BLGE47H6<7B78
/_4F864C`GH?B
ndice
!4FG4 4;BE4 ( L #(', 4CEBK<@4A 68EG8E4@8AG8 ?BF 7BF 6BA68CGBF )8EB 8F
A868F4E<B<E@^F4??^W8F?46B@HA<646<bA<AG8EA46B@BG4?LCBEF`FB?4:8A8E47BE4786H?GHE4
BE:4A<M4G<I4A64C`GH?BFCBFG8E<BE8FF8GE4G4E^78E8FCBA78E48FG46H8FG<bA 6?4I88AGB7B?B
DH8F<:A<9<DH8HA4A^?<F<F8ACEB9HA7<74778?46H?GHE4L?46B@HA<646<bA
2.3. EL CAMBIO CULTURAL DE LA ORGANIZACIN
.AB 78 ?BF C?4AG84@<8AGBF 8FGE4G_:<6BF 78 ?4 6H?GHE4 78 HA4 BE:4A<M46<bA 8F FH
64C46<747C4E4I8E4?4E:BC?4MB8<AIB?H6E4E8A8FG4466<bA4GB7BFL6474HAB78?BF@<8@5EBF
78 ?4 BE:4A<M46<bA %'"+
4? ;45?4E 78 ?4F 8@CE8F4F 6BAF<78E4 DH8 _FG4F 4? E846
6<BA4E 4AG8 6<E6HAFG4A6<4F 64@5<4AG8F 64@5<4A 4 FH I8M 78 9BE@4 8FCBAG^A84 L A4GHE4? F<A
A868F<74778DH8A47<8?4F64@5<8
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BE:4A<M46<bA4GE4I<8F4A?BF@<F@BF8FDH8@4F5^F<6BF)BE8??B L8A4@5BF64FBF 8FA868F4E<B
;468E 49?BE4E ?BF I4?BE8F @^F 4EE4<:47BF 8A 8? <A7<I<7HB 4 ?4 BE:4A<M46<bA C4E4 786<7<E DH8
466<BA8F8FCE86<FB46B@8G8EFB5E88??BF
? C4C8? 78 ?4 6B@HA<646<bA <AG8EA4 8A 8FG8 CEB68FB 78 64@5<B 6H?GHE4? 6BAF<FG8 8A
946<?<G4ELCBF<5<?<G4E?44CBEG46<bA788A9BDH8F7<I8EFBFLCHAGBF78I<FG47<98E8AG8F 4F`6B@B
6B?45BE4E8A?4A868F4E<4F`AG8F<F78GB7BF8??BF
AG8F 78 78F@8AHM4E ?BF @_GB7BF 78 64@5<B 6H?GHE4? 8F CE86<FB 78G8A8EF8 8A ?BF
6BA68CGBF78misin L visin;?BF@<F@BF4?64AM4AGB7BFHF8AG<7B6H4A7BF8?BFE8?46<BA46BA
8?@<F@B6BA68CGB786H?GHE4
8AGEB78?BDH8F8;4I<FGB8A8?8C`:E4984AG8E<BE LDH8 ( L #(',
74A
8A ??4@4E ?4 6H?GHE4 6B@HA4? ?4 @<F<bA L ?4 I<F<bA FBA 7BF 78AB@<A46<BA8F 8FGE4G_:<64F DH8
7858A 8A@4E64EF8 8A ?4 6B@HA<646<bA <AG8EA4 6BA ?BF @<8@5EBF L GE454=47BE8F 78 ?4
BE:4A<M46<bA LDH8CE8G8A78A78F4EEB??4E?4<AIB?H6E46<bA78?BF6B?45BE47BE8FL8@C?847BF78
?4@<F@4%BF4HGBE8F789<8A78ADH8?4I<F<bA78?4BE:4A<M46<bA7858F8E6B@C4EG<74CBEGB7BF
?BFA<I8?8F78?4@<F@4
\&3
%%+
789<A8 @<F<bA 6B@B 8? 6BA=HAGB 78 B5=8G<IBF L CB?`G<64F
8FG45?86<7BFCBE?47<E866<bA LDH8;4A78F8EHA4F`AG8F<F78?4F@8G4F:?B54?8F78?4BE:4A<M4
6<bA
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%%+ 6BAF<78E47BF64E46G8E`FG<64F78
?4@<F<bA4(5=8G<IBFLCB?`G<64Festablecidos por la direccin,L5Sntesis78@8G4F:?B54?8F
78 ?4 BE:4A<M46<bA ? CE<@8E 4C4EG47B CH878 F8E CH8FGB 8A 7H74 ,< ?4 @<F<bA 8F 8FG45?86<74
HA<?4G8E4?@8AG8CBE?47<E866<bA78?4BE:4A<M46<bA 8?<A9?H=BDH8FB5E8?4@<F@4G<8A8?46H?GHE4
BE:4A<M4G<I4CH878F8E8F64FBBAH?B
A B64F<BA8F ?4 8FGE4G8:<4 8F Cc5?<64 L 8KC?`6<G4 C8EB 9E86H8AG8@8AG8 8F @4G8E<4
E8F8EI474 4 HA :EHCB E8FGE<A:<7B 78 E8FCBAF45?8F BE:4A<M4G<IBF .A4F I868F 8F 8? E8FH?G47B 78
4A^?<F<F@HLFB9<FG<647BF LBGE4FF8E84?<M478HA@B7B4EG8F4A4?AGB7B64FB?49BE@H?46<bA
78?4I<F<bAF8CEB7H68CBE6BA9?H8A6<478GE8FG<CBF78CEB68FBF7<98E8AG8F
Cognitivos,8A6HL46BA68C6<bA78?8AGBEABF854F4?4I<F<bA78?4BE:4A<M46<bA
ndice
A?4FBE:4A<M46<BA8F ?46H?GHE48F8?8DH<I4?8AG84?4C8EFBA4?<7478A?BF<A7<I<
7HBF
5
A ?4F BE:4A<M46<BA8F 46GH4?8F L 8A 4DH8??4F BGE4F DH8 F8 78F8AIB?I8E^A 8A HA
9HGHEB<A@87<4GB 8?64@5<B6H?GHE4?AB8FHA;86;B6BA6E8GBDH8785446B@8G8EF8
8A @B@8AGBF 78 6E<F<F 8? 64@5<B 6H?GHE4? ;4 78 F8E C8E@4A8AG8 ;4 78 6BAFG<GH<E
HAB 78 ?BF I4?BE8F @^F F<:A<9<64G<IBF 78 ?4 6H?GHE4 B @8=BE 4cA 7858 <@CE8:A4E
GB74?46H?GHE4;4FG46BAI8EG<E4?4@<F@48AHA4cultura del cambio.
6
?64@5<B8A?46H?GHE478HA4BE:4A<M46<bACH878F8ECEB@BI<7B8<@CH?F47BCBE
?47<E866<bA C8EBABCH878F8E<@CH8FGB?64@5<B6H?GHE4?7858F8E8?E8FH?G47B
78?4C4EG<6<C46<bA46G<I478GB74?4BE:4A<M46<bA
7
%46B@HA<646<bA8F8?<AFGEH@8AGBDH8C8E@<G8?4C4EG<6<C46<bA46G<I478GB7BF?BF
8?8@8AGBF<AG8:E4AG8F8A?48@CE8F4C4E46BAF8:H<E8?64@5<B6H?GHE4?
FG8c?G<@B6E<G8E<B8F5^F<6BF<F878F84;468EHA8A9BDH8:?B54?78?BDH8FHCBA8?4
6B@HA<646<bA <AG8EA4 6B@B :8A8E47BE4 CBE F` @<F@4 78 HA 64@5<B 6H?GHE4? ,< E84?@8AG8 8?
@<F@BF878F84??8I4E4645B ?4BE:4A<M46<bA7858F8:H<EHA4F8E<878C4FBF
Confeccionar equipos de trabajo ?B @^F 4@C?<BF L E8CE8F8AG4G<IBF CBF<5?8 L DH8
:8A8E8AHAvisin compartida78?4BE:4A<M46<bA
Analizar la cultura actual 78 ?4 BE:4A<M46<bA 8 <78AG<9<64E ?BF @B78?BF @8AG4?8F L
BE:4A<M4G<IBFFH5L468AG8F8A7<6;46H?GHE4
Identificar los modelos mentales alineados con los fines propuestos en la visin.
6BAG<AH46<bA 7<F8a4E466<BA8F8A64@<A474F4E89BEM4E8FBF@B78?BF@8AG4?8F
Identificar los modelos mentales que obstaculizan o dificultan el logro de la visin.
Proclamar los nuevos valoresDH8F8;4747B4?4BE:4A<M46<bA4GE4I_F78GB7BFFHF
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ndice
Mantener abierta la visin 6BA CEBL866<BA8F L E864?<9<646<BA8F 78 ?4 @<F@4 F< F8
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Interrumpir o suspender los valoresC4E46BAGE4FG4EF<8?6B@CBEG4@<8AGB6BG<7<4AB
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F8CEB7H68A7<F9HA6<BA8F
Analizar las disfunciones detectadasL6BEE8:<E?4F ??8:4A7B4AH8IBF8A6H47E8F
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ndice
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FHE8?46<bA6BA?46B@HA<646<bA<AG8EA4?CHAGB78C4EG<74F8E^A?BF8FGH7<BFE84?<M47BFFB5E8
BE`:8A8F78?BFCEB5?8@4F8A?4FBE:4A<M46<BA8F L?4FFH68F<I4F4CEBK<@46<BA8F%BF8FGH7<BF
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6BA9?<6GB78@^F 4A4?<M4E8@BF8A8FG88C`:E498?BF6B@CBA8AG8FF8@^AG<6BF78?4E8FB?H6<bA
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3.1. NATURALEZA DEL CONFLICTO
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C8E6<58 DH8 BGE4 ;4 9EHFGE47B B 8FG^ 4 CHAGB 78 9EHFGE4E 4?:HAB 78 FHF B5=8G<IBF B <AG8E8F8FP
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7<FG<A:H8 6<A6B G<CBF 78 6BA9?<6GB intrapersonal 78AGEB 78 HAB @<F@B ndice
interpersonal 8AGE8 C8EFBA4F intragrupo 78AGEB 78 HA :EHCB intergrupos 8AGE8 :EHCBF 8
internacional8AGE8A46<BA8F
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?44C4E<6<bA78HA6BA9?<6GB8AGE8?BFFH=8GBF,8CH878CE8G8A78E8?<@<A4E?BCBEFB5E8<@CBF<6<bA
78 HA 78G8E@<A47B BE78A 8KG8EAB DH8 F<8@CE8 F8E^ HA BE78A 4HGBE<G4E<B 54F47B 8A ?4 4HGBE<
?H6<bA 78? 6BA9?<6GB AB CH878 ?B:E4EF8 F< AB 8F FHCE<@<8A7B FH 64HF4 DH8 AB 8F BGE4 DH8 ?4
6B@HA<646<bA @<F@4 H4A7B F8 <@CBA8A ?BF F<:A<9<647BF 4 ?BF 46GBF L F8 FHCE<@8 ?4
CBF<5<?<747787<F6HG<EBC8AF4E8AGBEAB4?BF@<F@BF F84AH?4?4<AG8E?B6H6<bA DH874Fb?B8?
@BAb?B:BB8?F<?8A6<B
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6BAG4E 6BA HA 6BAF8AFB DH8 CHF<8F8 9<A 4 ?BF 6BA9?<6GBF %4
78@B6E46<4AB8FHAE_:<@8ACB?`G<6BF<A6BA9?<6GBF F<ABHAE_:<@8A8A8?DH8?BF6BA9?<6GBFFBA
45<8EGBFLA8:B6<45?8FF8:cAE8:?4F784E5<GE4=86BAB6<74FP
ndice
B@BAB8FCBF<5?8E8FB?I8E789<A<G<I4@8AG8?BF6BA9?<6GBF _FGBF7858AF8E8A64HM47BF
78@4A8E4DH88A6H8AGE8A7bA78@4A<98FG4EF8F<ADH8?BF:8A8E47BF8AHA^@5<GBF87<9HA74A
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6BAGE4E<B F8 GE4G4 78 HA CEB68FB DH8 8K<:8 9?8K<5<?<747 L HA4 8I4?H46<bA C8E@4A8AG8 F< F8
CE8G8A78DH8F84E84?@8AG8CEB7H6G<IBL89<64M
ndice
A8F6BA9?<6G<I4F78HA49BE@489<64M G4@5<_A8F6<8EGBDH87HE4AG8?494F878accin8F6H4A7B
F8CEB7H68?46B@HA<646<bAGE4AF466<BA4?L6H4A7B8F<@CBEG4AG878@BFGE4EDH8F87B@<A4A?4F
G_6A<64F 78 6B@HA<646<bA CE86<F4F C4E4 ?B:E4E HA 6B@CBEG4@<8AGB DH8 ??8I8 4 HA4 FB?H6<bA
9EH6G`98E4
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CHAGBF78I<FG47<98E8AG8F)BE8=8@C?B 8AHA47<FCHG4FB5E8HA4CBF<5?84@C?<46<bABI4E<46<bA
78? ;BE4E<B 6B@8E6<4? 4?:HABF 6B?45BE47BE8F G<8A78A 4 68AGE4E FH 4G8A6<bA 8A ?BF 8986GBF
A8:4G<IBF DH8 HA ;BE4E<B 4@C?<47B G<8A8 FB5E8 FH 8FG<?B 78 I<74 L AB 8F CEB545?8 DH8 8FG_A
7<FCH8FGBF4E86BAB68E?BFCEB5?8@4FDH86E84E`4C4E4?4FI8AG4F8?@4AG8A8E8?@<F@B;BE4E<B
64HF4 78 8FG4 G8A78A6<4 4 45BE74E ?BF CEB5?8@4F 78 9BE@4 <AGE4C8EFBA4? L AB <AG8E
C8EFBA4? ?BFC4EG<6<C4AG8F8AHA6BA9?<6GBCEB545?8@8AG8;4E^A64FBB@<FB786H4?DH<8E49<A<
ndice
DH8 F8 CEB7HM64 HA 4HG_AG<6B 8AG8A7<@<8AGB A G8E68E ?H:4E C4E4 DH8 ?4 <AG8E466<bA E8FH?G8
CEB7H6G<I4 7858 GE4AF@<G<EF8 HA4 actitud de confianza. 2 8A 6H4EGB ?H:4E 8F A868F4E<B DH8
4@54FC4EG8F6B@C4EG4A?4<78478DH8el conflicto es un problema recproco,?BDH8?8F8FG<@H
?4E^4GE4G4E78FHC8E4EFHF7<98E8A6<4F
Tabla 3.3
)4FBFDH8CH878AF8:H<EF8C4E4E8FB?I8EHA6BA9?<6GB789BE@4<AG8:E474
EVALUACIN
x -B@4EF8G<8@CBC4E464?@4EF8L8I4?H4E?4F<GH46<bA
x +8HA<E?4<A9BE@46<bAB?47B6H@8AG46<bA4CEBC<474F
x /4?BE4E?BFCHAGBF8A?BFDH8F88FG^BAB7<FCH8FGB46878E
x /4?BE4E?BDH8DH<8E8?4BGE4C4EG8
x 8G8E@<A4E 6H^? 7858 F8E 8A CE<A6<C<B 8? 6B@CBEG4@<8AGB 4CEB
C<47BC4E48?@4A8=B78?6BA9?<6GBE8FC8GB4?4E8?46<bALE8FC8GB
4?8AGBEAB
ACEPTACIN
ACTITUD
ACCIN
x F6H6;4E?BDH8?4BGE4C4EG8G<8A8DH8786<E
x -E4G4E788AG8A78EFHCHAGB78I<FG4
x I<G4EE86HEE<E48FG8E8BG<CBFLCE8=H<6<BF
x -E4G4E78@4AG8A8E?4B5=8G<I<747
x &4AG8A8EF8GB7B?B9?8K<5?8L45<8EGBDH8F84CBF<5?8
x BAGEB?4E8??8A:H4=8I8E54?LABI8E54?
x (5F8EI4E 6b@B F8 6B@HA<64 ?4 BGE4 C4EG8 I8E54? L AB I8E
54?@8AG8
x G8A8EF84?BFCEB5?8@4F'BF4?<EF8CBE?4G4A:8AG8
x 'BCEB@8G8EA474DH8ABF8CH8746H@C?<E
x 'BCE8F8AG4E?BFG8@4F8AG_E@<ABF78:4A4EBC8E78E
x .G<?<M4E 8? 6B@CBEG4@<8AGB 4786H47B C4E4 @4A8=4E ?4 F<GH46<bA
6BA9?<6G<I4 L 474CG4E 8F8 6B@CBEG4@<8AGB 4 ?4F AH8I4F 6<E6HAF
G4A6<4FF8:cAF8I4L478F4EEB??4A7B?4GE4AF466<bA
ANLISIS
x +8FH@<EL46?4E4E?4F786<F<BA8F
x +8I<F4E GB7BF ?BF CEB687<@<8AGBF C4E4 ??8I4E 4 ?4 CE^6G<64 6H4?
DH<8E64@5<B
H8AG8(+",(L/"-(+
%4ABI874778?BFG<CBF786B@HA<646<bACEBCH8FGBCBE0-,('L#(!',('8FG^8A?4
A868F<74778DH8ambas partes colaboren en la gestin del conflicto.78@^F ?BF<AG8AGBF78
?B:E4EHA46B@CE8AF<bA@HGH4L7847@<G<E?4FCE8B6HC46<BA8F78?BF78@^FE89?8=4AG4@5<_AHA
8F9H8EMB CBE <AG8:E4E ?4F A868F<7478F 78 4@54F C4EG8F 78AGEB 78? CEB68FB 78 FB?H6<bA 78?
6BA9?<6GB)BE8FB 8F@HL<@CBEG4AG8DH8 8AHA4CE<@8E4<AFG4A6<4 ?4F7BFC4EG8FG8A:4A6BA
6<8A6<478DH88K<FG8HACEB5?8@48A?4BE:4A<M46<bA
ndice
Figura 3.6
-<CBF786B@HA<646<bACE8F8AG8F8A?4:8FG<bA78?6BA9?<6GB
IDEAS CLARAS
DE LA OTRA PARTE
ACTITUD
DE CONFIANZA
ENTENDIMIENTO
RECIPROCIDAD
DEL CONFLICTO
?45BE47B4C4EG<E780-,('L#(!',('
?G8A8E8A6H8AG4?BF<AG8E8F8F@HGHBFL4?8A9B64EGB7B8?CEB68FB6B@BHA4F<GH46<bA
O:4A4EB:4A4EP 8F@^F9^6<?47BCG4EHA8FG<?B6B?45BE47BEA8FG84FC86GB ?46B@HA<646<bAI4
48FG4ECE8F8AG88A?4E8FB?H6<bA78?BF6BA9?<6GBFLI4478G8E@<A4E 8A9HA6<bA78?BF64A4?8F78
6B@HA<646<bAHG<?<M47BF 8?_K<GB8A?4FB?H6<bA786H4?DH<8ECEB5?8@4BE:4A<M4G<IB
3.3. LENGUAJE, COMUNICACIN Y CONFLICTO
3.3.1. Los conflictos en la comunicacin
%$ L &(.-('
<78AG<9<64EBA <A<6<4?@8AG8 6<A6B G<CBF 78 6B@CBEG4@<8AGB
C4E4?4:8FG<bA786BA9?<6GBFcompetitivo, elusivo, transigente, colaborador L conformista.8
8FGBF6<A6BG<CBF786B@CBEG4@<8AGB I4E<BFG8bE<6BF78?6BA9?<6GBFBFG<8A8ADH8?46B?45BE46<bA
CH878 E8FH?G4E @HL 8986G<I4 C4E4 E8FB?I8E ?4F 7<98E8A6<4F B@B ?4 6B?45BE46<bA 8K<:8 8?
8F9H8EMB ?4 6B@HA<646<bA 89<64M L ?4 46G<GH7 45<8EG4 A868F4E<4F C4E4 :4E4AG<M4E ?4F CE8B6HC4
6<BA8F784@54FC4EG8FI4A4F8E4EG<6H?474FL8KCE8F474F8AGB74FH4@C?<GH7 L?4CEB545<?<747
78??8:4E4FB?H6<BA8F468CG45?8FC4E44@54FC4EG8F8F@H6;B@4LBE
'BGB74F?4F7<98E8A6<4F@8E868A8?8F9H8EMBL?48A8E:`4DH864E46G8E<M4A4?4
6B?45BE46<bA,<A8@54E:B 747BDH8_FG4FB?BCH878?B:E4EF8F<F88@C?84A?4FG_6A<64F5^F<64F
78 6B@HA<646<bA I8E54? L AB I8E54? <@C?`6<G4F 8A ?4 6B@HA<646<bA <AG8EC8EFBA4? 8F CBF<5?8
68AGE4EF8 8A ?BF G<CBF 78 8AGBEABF DH8 94IBE868A ?4F 8FGE4G8:<4F CEB7H6G<I4F 78 6B@HA<646<bA
CE86<F4FC4E4HA6B@CBEG4@<8AGB786BBC8E46<bA
+'%.'
<A7<64DH86H4A7B?4:8AG8AB8F6H6;4 <AG8EEH@C86BAFG4AG8@8AG8B
AB;46864FB78?BDH8F87<68 F8FH8?8ACEB7H6<E<AG8ECE8G46<BA8F8EEbA84F 4?<8A46<bAL9EHFGE4
6<bA BAF<78E4 DH8 8A 8FG8 64FB ?4 6B@HA<646<bA <AG8EC8EFBA4? F8 F<Gc4 8A ?BF A<I8?8F @^F
ndice
Tabla 3.4
FG<?BF786B@HA<646<bADH8F8CEB7H68A8A8?@4A8=B78?BF6BA9?<6GBF
NIVEL
DE AGRESIVIDAD
Competitivo
?GB
NIVEL
DE COLABORACIN
Transigente
&B78E47B
&B78E47B
Colaborador
?GB
?GB
Elusivo
4=B
4=B
Complaciente
4=B
?GB
MODO
4=B
H8AG8%$L&(.-('
"C?4AG847BF6?<@4FBCH8FGBFL78F6E<58FHF8986GBFFB5E8?46B@HA<646<bA.AB78
8??BF?B789<A86B@Bdefensivo y amenazador. .A6?<@47898AF<IBF864E46G8E<M4CBEDH8?46B
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6 Preguntas hostiles
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ndice
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3.4. VISIN CREATIVA DE LOS CONFLICTOS ORGANIZATIVOS
('(
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Figura 3.7
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COMPETIDOR
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ndice
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Figura 3.8
FDH8@4789HA6<BA4@<8AGB78?BF6`E6H?BF7864?<747
COMIT DE
SUGERENCIAS
IDEAS
INDIVIDUALES
COMIT DIRECTIVO
DE PLANTA
IDEAS
INDIVIDUALES
COORDINADOR
DE CRCULOS
DE PLANTA
IDEAS
INDIVIDUALES
LDER
LDER
LDER
CRCULO 1
CRCULO 2
CRCULO N
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ndice
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4.2. LA CALIDAD Y LA MEJORA DE LA COMUNICACIN
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CEBK<@46<bA8AGE8?BFE8FCBAF45?8F78?4BE:4A<M46<bAL?BF@<8@5EBF
78?4@<F@4
&8=BE4FHFG4A6<4?78?6?<@4?45BE4? 4AG8?4C8E68C6<bA78DH8?4F<784F
DH8F8C?4AG84AFBA8F6H6;474FLF<EI8AC4E44?:B 4?4;BE478@8=BE4E
?4BE:4A<M46<bA 8@CE8F4 6B@C4a`4B8AG<747786H4?DH<8E8FC86<8
ndice
&8=BE478?6?<@4?45BE4?LBE:4A<M4G<IB8A:8A8E4? 4F`6B@B78?4FE8?4
6<BA8F<AG8EC8EFBA4?8F
H@8AGB78?4@BG<I46<bA78?BF6B?45BE47BE8F
+87H66<bA78?BF8EEBE8FL4H@8AGB78?464?<74778?GE454=B
)EB@B6<bA78?78F4EEB??BC8EFBA4?L8??<78E4M:B
BAGE<5H6<bA4?64@5<B?46H?GHE4BE:4A<M4G<I4 G4AGB8AFH94F846G<GH
7<A4?6B@B8AFH94F86B:A<G<I4
4@<?<4E<M46<bA 78 ?BF @<8@5EBF 78 ?4 BE:4A<M46<bA 6BA 8? 6B@CBEG4
@<8AGB8A:EHCBL?4GB@478786<F<BA8FCBE@_GB7BF68E64ABF4?6BA
F8AFB
B@8AGB78?4HGB6BAGEB?L?4FE8FCBAF45<?<7478F<A7<I<7H4?8F8A?4BE:4
A<M46<bA
8F4EEB??B78?4<AG8E6B@HA<646<bA78C4EG4@8AG4?
BAF86H6<bA78HA489<64ME87H66<bA786BFG8F
.A F<FG8@4 78 6`E6H?BF 78 64?<747 E8DH<8E8 8@C8EB HA4 E8?4G<I4 <AI8EF<bA G4AGB
9<A4A6<8E46B@B78G<8@CBF78787<646<bA 8A8FC86<4?C4E4GB7B?BE898E8AG84?49BE@46<bA78
?BFC4EG<6<C4AG8F":H4?@8AG8A868F<G4HA4BE:4A<M46<bA9?8K<5?864C4M784F<@<?4E?BFE8FH?G47BF
78?F<FG8@4L6BAG4E6BA?4<@C?<646<bAL8?4CBLB78?BF@^K<@BFE8FCBAF45?8F78?4BE:4A<M4
6<bA
%BF 6`E6H?BF 78 64?<747 CH878A 8A6H47E4EF8 8AGE8 ?4F ;8EE4@<8AG4F 78 6B@HA<646<bA
4F68A78AG8DH8F8I8E^A8A8?64C`GH?B6H4EGB
G4CB?`G<64786B@HA<646<bA<AG8EA4 AB@^F78?4FDH8FHE:8A6BAF<FG8@4F86BAb@<6BF@<KGBF8
<A6?HFB7<E<:<FG4F
ndice
'B 8F 4 AH8FGEB =H<6<B 8FC86<4?@8AG8 GE4F68A78AG8 ?4 @4LBE B @8ABE 58?<:8E4A6<4
F<A7<64? 8A ?4 <@C?4AG46<bA 8K<GBF4 78 HA F<FG8@4 78 6B@HA<646<bA <AG8EA4 8A HA4 8@CE8F4
CH8FGB DH8 ?B <@CBEG4AG8 8F CE86<F4@8AG8 ?4 6B@HA<646<bA 8A F` L GB7BF ?BF F<FG8@4F 86BAb
@<6BF L BE:4A<M4G<IBF CE8F8AG4A FHF 9E8ABF AB 54F47BF 8A 8? F<FG8@4 F<AB 8A ?4F 46G<GH78F
@H6;4FI868F<A7<I<7H4?8FB78C4EG4@8AG4?8F ABFB?B786?4F8
?:HABF4HGBE8F 6B@B (+(2
6BAF<78E4ADH8?BCE<@8EBDH8;4LDH8;468E
8F 789<A<E HA4 4786H474 CB?`G<64 8A ?4 BE:4A<M46<bA DH8 C8EF<:4 4AG8 GB7B HA4 6BEE86G4
9BE@46<bALE8GE<5H6<bA78?BF@<F@BF 4F`6B@BHABFA<I8?8F468CG45?8F78@BG<I46<bA?45BE4?
DH8F8E`4A8FG45?86<7BF786B@cA46H8E7B8A?4F6BA7<6<BA8FDH8F878G8E@<A4F8A
Tabla 3.5
FGEH6GHE478?4FE8?46<BA8F?45BE4?8F
x H8EG86B;8F<bA8AGE8FHF@<8@5EBF
x I868F cA<64 CBEG47BE4 78 ?4 <78AG<747 78 ?4 BE:4A<M4
ALTA DIRECCIN Y
DIRECCIN
6<bA
x )B6BAH@8EBF48A6H4AGB4FHF6B@CBA8AG8F
x 898AFBE478?BF<AG8E8F8F78?48@CE8F4
x )E87B@<A<B788FG<?BF7<E86G<IBF4HGBE<G4E<BFB
C4G8EA4?<FG4F
CUADROS
TCNICOS
COLABORADORES
x )B64<AG8:E46<bA6BA?47<E866<bAL?BF6B?45BE47BE8FL
CB646B;8F<bA8AGE8F`
x 8FI<A6H?46<bA78?CEBL86GB78BE:4A<M46<bA
x )?4AG84@<8AGBF:8A8E4?@8AG8E8<I<A7<64G<IBF
?45BE46<bACEBC<4
A?48FGEH6GHE4GE47<6<BA4?78?48@CE8F4 8FG46B@C8G8A6<48E44GE<5H<5?84?47<E866<bA
78?4BE:4A<M46<bA L@^F6BA6E8G4@8AG84?47<E866<bA78E86HEFBF;H@4ABF 6BA6BAB6<@<8AGB
78 ?4 4?G4 7<E866<bA A GB7B G<CB 78 BE:4A<M46<BA8F ?BF E8FCBAF45?8F 78 E86HEFBF ;H@4ABF
64CG46<bA F8?866<bA 9BE@46<bAG<8A8A8AFHF@4ABF8?78F4EEB??B78G^6G<64FL?4<@C?4AG46<bA
788FG4FCB?`G<64F
)8EB 4;BE4 ?4 6B@HA<646<bA 8FG^ 8A6H47E474 8A HA @4E6B DH8 8AG<8A78 8? CEB68FB 78
6B@HA<646<bA 6B@B continuo L fluido 8AGE8 ?4 7<E866<bA L ?BF E8CE8F8AG4AG8F F<A7<64?8F ?4
A8:B6<46<bA6B?86G<I4AB7858F8E8?cA<6BCHAGB788A6H8AGEB788@CE8F4E<BFLF<A7<64GBF,<
cA<64@8AG8?4BE:4A<M46<bAF86<a848FG49BE@4786B@HA<646<bA 8?CEB68FBCEB7H6<E^78F:4FG8
L8F64FBFE8FH?G47BF
)4E4 '"+'+
HA4 B5?<:46<bA 78 ?BF 7<E86G<IBF 8F ?4 78 @4AG8A8E HA4
6B@HA<646<bA45<8EG4L9EH6G`98E46BAFHF8@C?847BFDH8??BFHG<?<M4A4@H6;4FBGE4FC8EFBA4F
C4E4 ?B:E4E?B FHF FHC8EI<FBE8F @4A7BF <AG8E@87<BF L 6H4?DH<8E C8EFBA4 DH8 8FG_ 8A 6BAG46GB
ndice
6BA?BF6B?45BE47BE8FFGBCB7E`46BAF<78E4EF88A?`A846BAHA48FGE4G8:<478C4EG<6<C46<bAL78
6B@HA<646<bA9?H<74
FG8 4HGBE 6BAF<78E4 HA4F 8G4C4F DH8 7858A 78F4EEB??4EF8 6BAF86HG<I4@8AG8 8A ?4F
E8?46<BA8F?45BE4?8F
4 Fase de formacin
%4F E8466<BA8F 78 ?4 7<E866<bA 7HE4AG8 ?4 CE8C4E46<bA 78 HA4 E8HA<bA CH878A F8E
78F6E<G4F 6B@B 6BA9HF4F L ??8A4F 78 4AF<8747 %4 7<E866<bA AB 8FG^ <A6?<A474 4 C8E@<G<E DH8
4?:HABF 6B?45BE47BE8F C4EG<6<C8A 8A 8? ^E84 78 7<E866<bA A< 8A ?4F 7<FGE<5H6<BA8F 78 BGE4F
E86B@C8AF4F B CE8@<BF %4 7<E866<bA 8A6H8AGE4 7<9<6H?G47 C4E4 6E88E DH8 ?BF GE454=47BE8F CBE
DH<8A8FG4AGB;4;86;B 8FG_A4;BE446GH4A7B6BAGE48??4?:HABF:EHCBF7<E<:8AG8F;4E^AFB?B
?B @`A<@B ?8:4? 8F 786<E F8AG4EF8 4 A8:B6<4E 8F6H6;4E F<@C?8@8AG8 4 ?BF ?`78E8F F<A7<64?8F
GB@4E786<F<BA8FL8FC8E4E?4F786<F<BA8FDH847BCG88?F<A7<64GB
Tabla 3.6
%4CB?`G<64786B@HA<646<bA<AG8EA44C?<64744?4FE8?46<BA8F?45BE4?8F
GLOBALIDAD DE LA
INFORMACIN
POLTICAS DE
INFORMACIN
INFORMACIN DE
OBJETIVOS
CAUCES DE
PARTICIPACIN
A<F@B8A?4BE:4A<M46<bA
858 GE4AF@<G<EF8 GB7B ?B E8?46<BA47B 6BA B5=8G<IBF
C?4A8F L E8FH?G47BF 78 ?4 8@CE8F4 L FH E8?46<bA 6BA ?4F
8K<:8A6<4F786B@C8G<G<I<747
^F<64@8AG8 E8?46<BA47BF 6BA ?BF @864A<F@BF L ;8EE4
@<8AG4F786B@HA<646<bA4F68A78AG8LDH8CH874AG4@
5<_AF8EGE4AF@<G<7BF4?4<E866<bA4GE4I_F78?BF64H68F
F<A7<64?8F6BAF8AFH47BF
?45BE46<bACEBC<4
/_4F864C`GH?B
ndice
5 Fase de desarrollo
HE4AG88FG4 94F8F86?4F<9<64A?BF 78F46H8E7BFL GB7B8?@HA7B5HF64?464HF478?BF
CEB5?8@4F)8EB8?F<A7<64GBL?47<E866<bAF8;4A747B6H8AG4 @^FB@8ABF 78DH8;45E^A78
??8:4E4HA46H8E7B@HGHBL8?6BAI8A<B??8:4E^4F8EHA7B6H@8AGB78GB74<@CBEG4A6<4DH84
I868FCH878G8A8E6<8AGBF78C^:<A4F%47<E866<bA<AG8AG49BEG4?868EFHF78E86;BFL4?:HA4F78
?4F6?^HFH?4FF8HG<?<M4AC4E46BAG8A8E4?F<A7<64GB?F<A7<64GB<AG8AG44@C?<4E?48F98E478FH
CB78E 78 A8:B6<46<bA 474 HAB 78 8??BF CEB6HE4 ?<@<G4E ?4 ?<58EG47 78 466<bA 78? BGEB C4E4
C46G4EFB5E8?BFCEB5?8@4F78?48@CE8F4
A 8FG4 8G4C4 @H6;4F C8EFBA4F 6E88A DH8 ?4F FB?H6<BA8F 4 ?BF CEB5?8@4F 8AGE8
F<A7<64GBFL8@CE8F4F8I<A6H?4A4HA4<AG8ECE8G46<bA?<G8E4?78?BF6BAI8A<BF'B6BAF<78E4A8?
;86;B 78 DH8 la relacin entre las partes supera siempre al acuerdo. 8F49BEGHA474@8AG8
F<A8@54E:B 6H4A7B8A8FG494F87878F4EEB??B4H@8AG4A?BFCEB5?8@4FE8?4G<IBF4?BF78E86;BF
78?4FC4EG8F ?4FC4?45E4F8F6E<G4FFB5E88?C4C8?FBA@^F<@CBEG4AG8FDH8?4E8?46<bA6BAG<AH4
?8FC`E<GH78?46H8E7B7858E`46BAGEB?4EF8
%4F E8?46<BA8F ?45BE4?8F F8 8A6H8AGE4A CEB545?8@8AG8 CBE 78?4AG8 78 ?4 7<C?B@46<4
E8FC86GB4?;86;B78<AG8AG4E6BAG<AH4E?4A8:46<bA78FCH_F78;458E9BE@4?<M47B6BA6?HF<BA8F
4? 9<E@4E HA 6BAI8A<B HADH8 ?BF 45B:47BF 78 ?BF GE454=47BE8F ;4A 8FG45?86<7B HA 4@C?<B
?_K<6BE898E<7B4?4F7<FCHG4F?45BE4?8F L8FG8?8A:H4=8F8HG<?<688A?BF6BAI8A<BF 8?@B7B8A
DH8?4FC4EG8F?BHG<?<68A ?8F C8E@<G8 6BAG<AH4E ?4 A8:B6<46<bA A B64F<BA8F ?BF 6BAI8A<BF F8
6BA6?HL8A 6BA HA4 <AG8A6<BA474 4@5<:d8747 8F6E<G4 6BA I<FG4F 4 C8E@<G<E ?4 7<F6HF<bA 78 HA
CEB5?8@4 78FCH_F 78 9<E@4E 8? 6BAI8A<B ,< 8? ?8A:H4=8 78? 6BAI8A<B AB 8F 4@5<:HB C8EB ?4
466<bA 78 ?4F C4EG8F ??8I4 4 HA4 4@5<:d8747 ?BF ^E5<GEBF L @87<47BE8F AB 4G8A78E^A 4 ?4F
6BA7<6<BA8F78?6BAI8A<B
.G<?<M4A7B 8FG4 C4HG4 8A ?4F A8:B6<46<BA8F ?45BE4?8F AB E8FH?G4 7<9`6<? I8E 6b@B ?4F
4@5<:d87478F78GB7BG<CB DH8C8E@4A868A8A?4I8E7478E4A4GHE4?8M478AH8FGEB?8A:H4=8 F8
HG<?<M4AC4E4??8:4E46BAF86H8A6<4FABCE8I<FG4F6H4A7BF89<E@4 8?6BAI8A<BH4A7B?4F7BF
C4EG8F7<F6HG8A7<98E8AG8FF<:A<9<647BF78HAC^EE49B6BA6E8GB CB7E`4@BFC87<E?8FDH86474HAB
?8L8E48AIBM4?G48?C^EE49B4?BGEBL47I8EG<E`46b@BI4E`4?48AGBA46<bA4??88E?4<AG8ECE8G46<bA
DH86474HAB78F84
6 Fase unificadora
%4 6H8FG<bA F8 6BAI<8EG8 4;BE4 8A 6b@B ?4 8@CE8F4 L ?BF 6B?45BE47BE8F CH878A ;468E
BC8E4E8FG48FGEH6GHE4L8FG4E8?46<bA%B<@CBEG4AG88F4;BE4?4A4GHE4?8M4:8A8E4?78?4E8?46<bA
LAB?4F6BA7<6<BA8F8FC86`9<64F,88IB?H6<BA478F78?BFCH?FBF78CB78E;46<4HA478?4F^E84F
E86BAB6<74F 8A DH8 4@54F C4EG8F CH878A 46B@B74EF8 8AGE8 F` L 6BBC8E4E ?4 HA4 6BA ?4 BGE4
B@<8AM4A4C8AF4E8AG_E@<ABF78E8?46<BA8F 788DH<?<5E<B8AGE8?BF7<98E8AG8F78G8E@<A4AG8FL
CH878A 8?8:<E 46GH4E FB5E8 6H4?DH<8E4 DH8 F8 8A6H8AGE8 4 FH 4?64A68 L DH8 C4E8M64 G8A8E HA4
<A9?H8A6<4@^FCBF<G<I4FB5E8?4F<GH46<bA
"A6?HFB 8A ?4 94F8 9<A4? ;4L I8FG<:<BF 78 ?4F BGE4F 8G4C4F %4 6B@CE8AF<bA 78 8F4F
E8?46<BA8F L 78 ?4F 7<98E8AG8F 94F8F C8E@<G8 4 ?4F C4EG8F 47BCG4E 8FGE4G8:<4F 468CG45?8F 78
A8:B6<46<bAC4E464748G4C4)BE8=8@C?B 8K<FG8A7<I8EFBFG<CBF78E8FCH8FG4F78?47<E866<bAL
HA4E8FCH8FG4;BFG<?6BA7H6<E^4HA6BA9?<6GBC8EC8GHB @<8AGE4FDH8HA4E8FCH8FG44C46<:H47BE4
?B 8?<@<A4E^ 78@4F<47B .A4 G8E68E4 CBF<6<bA F8E^ ?4 78 9<E@8M4 E86BAB6<8A7B 8? <AG8E_F 78?
ndice
F<A7<64GB CBE F4G<F9468E ?4F A868F<7478F 78 ?BF 8@C?847BF @87<4AG8 8? 6BAI8A<B 6B?86G<IB L
G4@5<_A?4FA868F<7478F78?47<E866<bA
5.2. LA NEGOCIACIN
%4A8:B6<46<bA785878F4EEB??4EF8FB5E8?454F878?4credibilidad 78?47<E866<bA DH8
;4 78 6BAFGEH<EF8 G8A<8A7B 6B@B 54F8 ?4 GE4AFC4E8A6<4 <A9BE@4G<I4 8 <:H4? @B7B ?4
A8:B6<46<bA 7858 8FG4E BE<8AG474 CBE HA4 8FGE4G8:<4 78 E8?46<BA8F ?45BE4?8F CE8I<4@8AG8
789<A<74 ,<A 8??B ?4 7<E866<bA F8 I8 B5?<:474 4 49EBAG4E ?4 A8:B6<46<bA 78F78 HA4 CBFGHE4
E846G<I4 LCBEG4AGB78FI8AG4=BF4C4E4GB7BF
5.2.1. La teora de las necesidades en la organizacin
)4E4'"+'+
?4FA868F<7478FLFHF4G<F9466<bAFBA8?78AB@<A47BE6B@cA
78?4A8:B6<46<bA%4A8:B6<46<bACE8FHCBA8DH8G4AGB8?A8:B6<47BE6B@BFHBCBA8AG878F84A
4?:B78BGEB@B7B CE8FG4E`4AB`7BFFBE7BF4647478@4A7478?BFBGEBFLAB;45E`4@4A8E478
??8:4E 4 46H8E7BF ??B 8F 6<8EGB <A6?HFB F< ?4 A868F<747 8F F<@C?8@8AG8 ?4 78 @4AG8A8E ?4
CBF<6<bA?45BE4?BF4?4E<4?
?4HGBE7<I<78?4F7<98E8AG8F^E84F78A8:B6<46<bA8AGE8FA<I8?8FCE<A6<C4?8F
4 .ACE<@8EA<I8? interpersonal, DH8FHCBA8?4A8:B6<46<bA8AGE8<A7<I<7HBF
5 .A F8:HA7B A<I8? interorganizativo 8K6?HL8A7B ?4F A46<BA8F DH8 FHCBA8 ?4
A8:B6<46<bA8AGE8BE:4A<M46<BA8F
ndice
F4@8AG8 4A4?<M474F ?4F G_6A<64F 78 A8:B6<46<bA F8:cA 6474 A868F<747 C4E868A E8C8G<E 6<8EG4F
9BE@4F 78AB@<A474F I4E<87478F 78 4C?<646<bA 78 ?4 A868F<747 ? 4HGBE ?4F 7<I<78 8A F8<F
:EHCBFB64G8:BE`4F
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786BAGEB?CBF<G<IBDH8HA4C8EFBA4CBF8878BE7<A4E<BFB5E864744C?<646<bA4?4A8:B6<46<bA
8AHA4C4EG<6H?4EF<GH46<bAI<G4?ABGE4FC4?45E4F HAA8:B6<47BEG<8A8@4LBE6BAGEB?FB5E8FH
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94IBE78FHFA868F<7478FL6BA@4LBEE4MbADH8F<ABFE898E<@BF4 DH88F?4@8ABF6BA
GEB?45?8!84DH`?4FF8<FI4E<87478F784C?<646<bA
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?A8:B6<47BE46Gc46BAGE4FHFA868F<7478F
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?A8:B6<47BE46Gc46BAGE4FHFCEBC<4FA868F<7478FL?4F78FHBCBA8AG8
FG4FI4E<87478FE8CE8F8AG4A6b@B?BFA8:B6<47BE8F<AG8AG4AF4G<F9468EFHFA868F<7478F
C4EG<6H?4E8F8?464G8:BE`4
4?4F8I4@BFGE4A7BHA:E47B6E86<8AG878E<8F:B
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8A?4A8:B6<46<bA
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8FG4A6B474HA46BAG<8A8@H6;BFG_E@<ABF<A7<I<7H4?8FDH8CB7E`4A6BAF<78E4EF8A868F<7478F
8FC86`9<64F 8A F` @<F@4F +8FH?G4 CBE 6BAF<:H<8AG8 cG<? 6BAF<78E4E DH8 6474 A868F<747 5^F<64
6BAG<8A8:EHCBF78A868F<7478F
'"+'+ ??8I4 4 645B HA4 <AG8E8F4AG8 6B@C4E46<bA 8AGE8 ?BF <AI8AG4E<BF 78
+%,(' L ,-"'+ L ?BF 78 &,%(0 %BF Ac@8EBF EB@4ABF F8 E89<8E8A 4? BE78A 78 8FG8
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5.2.2. La negociacin como proceso de comunicacin
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Figura 3.10
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Lugar
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QUIEN ARGUMENTA
Razonamiento
Tiempo
MENSAJE / ARGUMENTACIN
AUDITORIO
Relacin
CONTRAARGUMENTACIN
MI
Q PASIVO o
Q ACTIVO
Contexto organizativo
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Tabla 3.7
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PREGUNTA
OBJETIVO
A quin me dirijo?
BAB68E4?@^K<@B4?
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Cul es mi objetivo?
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De qu tiempo puedo
disponer?
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CONTENIDO
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Figura 3.11
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OBJETIVOS
COMUNES
OBJETIVOS
OPUESTOS
RELACIN
DE
COOPERACIN
RELACIN
DE
CONFLICTO
NEGOCIACIN
OBJETIVO:
COLABORAR
OBJETIVO:
VENCER
con la otra
parte
a la otra
parte
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Figura 3.12
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GANADOR
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1.3. LA INFORMACIN EN CIRCUNSTANCIAS PARTICULARES
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Reinventar la empresa. 4E68?BA4
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4 Poltica y objetivos de la organizacin:%BF@<F@BFFBA789<A<7BFCBE(''%%2
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5 Qu espera la organizacin de sus empleados o miembros. A 8FG8 4FC86GB ?BF
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6 Resultados econmicos y balance social.8AGEB78?4FBE:4A<M46<BA8F ABFB?B8F?4
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7 Planes. 458A 8A 8FG8 4C4EG47B GB74F ?4F 466<BA8F 78 9HGHEB DH8 ??8I8 4 645B ?4
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8 Dificultades y modo de superarlas. -4@5<_A 8F 6BAI8A<8AG8 DH8 GB74F 4DH8??4F
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F<8@CE8HA 8?8@8AGB 78GB@4 78 786<F<BA8F 4FB6<47B4?CB78E8A ?4@<F@4 Op. cit., CC
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9 Problemas que afecten a las personas. 8F78 8? CHAGB 78 I<FG4 ?45BE4? 8K<FG8A
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2.1. LA REVISTA O PERIDICO
ndice
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Cartas al director: ,866<bA 45<8EG4 4 ?4F 6E`G<64F BC<A<BA8F FH:8E8A6<4F 78 ?BF
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4 Periodicidad regular: ,<AHA4 C8E<B7<6<747 8? 6E_7<GB 78 ?4 E8I<FG4 <E^ 7864L8A7B
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5 Actualidad de las noticias, ausencia de trabas a la informacin: %4 785<74
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6 Informacin grfica selecta:'B;478F8EA868F4E<4@8AG878HA464?<7478K68?8AG8
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7 Presentacin amena: .A45H8A47<4:E4@46<bA78F8@C8a4HAC4C8?7<A4@<M47BEL
4GE4L8AG8C4E4?BF?86GBE8F
8 Nmero de pginas adecuado: %4 C4:<A46<bA <784? AB 8K<FG8 L 8? Ac@8EB 78
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9 Equipo base de colaboradores: ,8 E86B@<8A74 HA 6BAF8=B 78 E87466<bA <AG8:E47B
CBE E8CE8F8AG4AG8F 78 7<FG<AG4F ^E84F 78 ?4 BE:4A<M46<bA 6BAF8=B 78? DH8 C4EG4 ?4
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: Apoyo de la direccin: ,<A8?4CBLB8KCE8FB78?47<E866<bA78?4BE:4A<M46<bA ?4
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; Amenidad y sencillez de estilo: )4E48??BCH8786BAG4EF86BA4F8FBE4@<8AGB8KG8EAB
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2.2. EL BALANCE SOCIAL
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6 'c@8EBL64E46G8E`FG<64F78?BF6HEFBF789BE@46<bA
7 )E8FG46<BA8FFB6<4?8F78F8@C8a474FL8A6HEFB
ndice
Recursos tcnicos disponibles.
4
5
6
7
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/8AG4FE84?<M474F8A8?8=8E6<6<B
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"AABI46<BA8F8A8DH<C4@<8AGBFB8ACEB687<@<8AGBF78GE454=B
@<FBF
?54?4A68FB6<4?FHCBA8HA4;8EE4@<8AG45^F<64786B@HA<646<bA78F68A78AG88AGEB
78 ?4 L4 8FGH7<474 F<FG8@4G<M46<bA 78 ?4 6B@HA<646<bA <AG8EA4 CH878 786<EF8 DH8 8? 54?4A68
FB6<4?8FHA@864A<F@B7<E86GB 9BE@4?LB5=8G<IB78<A9BE@46<bA4GB7BF?BFA<I8?8FBE:4A<M4
G<IBF L6B@BG4?;478F8EG8A<7B8A6H8AG4
HAF<8A7BCE<I4G<IB78?48@CE8F4 8?54?4A68FB6<4?8FG^F<8A7BG4@5<_AHG<?<M47B8A
?BFc?G<@BF4aBFCBE4?:HA4FBE:4A<M46<BA8FAB?H6E4G<I4F DH8?B8AI`4A4FHFFB6<BFL8A8?DH8
E89?8=4AFHF?B:EBF 4FC<E46<BA8FL8FG47BF6BAG45?8F 6BA8?CEBCbF<GB78<A9BE@4E4?BFFB6<BF
?BFDH8 4?9<AL4?645B FBFG<8A8A86BAb@<64@8AG84?4BE:4A<M46<bA
'BB5FG4AG8 8FCE86<FB46?4E4EDH8;4LBGE4F9bE@H?4F :8A8E4?@8AG88F6E<G4F@8@BE<4
4AH4? 78 46G<I<7478F 54?4A68 6BAFB?<747B 9B??8GBF CH5?<6<G4E<BF DH8 8FG^A FHFG<GHL8A7B
8K<GBF4@8AG848FG854?4A68FB6<4?
2.3. EL MANUAL DE ACOGIDA
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B9E86<8A7BHA4I<F<bA:8A8E4?78?6BAG8KGB8A8?DH8F8
I448A@4E64EFHGE454=B
%BF4C4EG47BFDH8CH878A6B@CBA8E8?@4AH4?7846B:<74 CH878AF8E?BFF<:H<8AG8F4
+8F8a4;<FGbE<6478?4BE:4A<M46<bA5+86HEFBF7<FCBA<5?8F G4AGB;H@4ABF6B@BG_6A<6BF6
(E:4A<M46<bA 9HA6<BA4? 78 ?4 8AG<747 7 FGEH6GHE4 4 GE4I_F 78? BE:4A<:E4@4 :8A8E4? 8
FC86GBF 86BAb@<6B
9<A4A6<8EBF 9 EHCB 78 8@CE8F4F 4FB6<474F 9<?<4?8F B C4EG<6<C474F :
(GE4F
? @4AH4? 78 46B:<74 CH878A HA<EF8 9B??8GBF 787<647BF 4 <A9BE@46<BA8F 6BA6E8G4F 78
8FC86<4?<AG8E_FC4E48?AH8IB@<8@5EB78?4BE:4A<M46<bAF8EI<6<BF@_7<6BF ?B64?8F F8EI<6<BF
4F<FG8A6<4?8F8FC86`9<6BF 64EE8E4FCEB@B6<BA4?8F 8KG8AF<BA8FG8?89bA<64F 8G6_G8E4
).!(%
E89<E<_A7BF8 6BA6E8G4@8AG8 4 ?4 8@CE8F4 8KCBA8 DH8 8? @4AH4? 78
46B:<74F8<AF6E<5878AGEB78?478AB@<A474formacin de acogida, 788FC86GEB@^F4@C?<B L
DH8<A6?HL846G<I<7478FBG4E84F6B@C?8@8AG4E<4FBC4E8=4F4?CEBC<B@4AH4?
8 8AGE8 8??BF 8? 4HGBE 78FG464 ?4 EBG46<bA DH8 6BAF<FG8 8A ;468E C4F4E 4 HA 8@C?847B 78 AH8IB <A:E8FB 78 HA
CH8FGB 4 BGEB CBE ?4CFBF 78 G<8@CB E8?4G<I4@8AG8 5E8I8F FG8 F<FG8@4 F8 FH8?8 HG<?<M4E CE898E8AG8 C8EB AB
8K6?HF<I4@8AG8 6BA =bI8A8F G<GH?47BF DH8 G<8A8A 4668FB 4 FH CE<@8E 8@C?8B %4F 8@CE8F4F DH8 HG<?<M4A ?4 EBG46<bA
FH8?8AF8a4?4E6B@BI8AG4=4F78?F<FG8@44?:HA4F78?4FF<:H<8AG8F4)EBCBE6<BA44?BFC4EG<6<C4AG8F8A8?CEB:E4@4
HA 8AGE8A4@<8AGB <AG8:E4? 8A ?BF CEB68FBF CB?`G<64F L 8FG<?BF 78 ?4 BE:4A<M46<bA 5 B@54G8 8? sociocentrismo
departamentalI<F<bAF8F:47478?4BE:4A<M46<bA78F788?CEBC<B78C4EG4@8AGBL744?AH8IBGE454=47BEHA4I<F<bA
786BA=HAGB646<?<G4L8FG<@H?4?46BBC8E46<bA<AG8E78C4EG4@8AG4?7,<EI878CEH8544?<A7<I<7HB8(5?<:44?BF
78C4EG4@8AGBF 4 8FG4E 4? 7`4 L 8=8E68E HA4 466<bA 9BE@4G<I4 B 4? @8ABF 7<7^6G<64 FB5E8 8? AH8IB 8@C?847B 7
H@8AG48?6`E6H?B78E8?46<BA8F78?AH8IB8@C?847B
ndice
)%',
I88A8?@4AH4?7846B:<74HA4BCBEGHA<747C4E4<78AG<9<64E4?8@C?847B
6BA ?4 6H?GHE4 BE:4A<M4G<I4 4F` 6B@B 6B@C?8@8AG4E ?4 466<bA C8EFBA4? 78 46B:<74 4? AH8IB
@<8@5EB78?4BE:4A<M46<bA
2.4. LA GUA PRCTICA DE PERSONAL
FHA7B6H@8AGBDH8 8A8?^@5<GB78?48@CE8F4G<8A86B@B9<ABE<8AG4E4?GE454=47BE
8AGB7BF4DH8??BF4FHAGBFDH8CH874AE8FH?G4E?878<AG8E_F8A?BDH86BA6<8EA84FHF78E86;BFL
B5?<:46<BA8F 4F`6B@B4?4CB?`G<6478E8?46<BA8F?45BE4?8F78?48@CE8F4?:HABFCHAGBFDH8
CH878A6BAFG<GH<EFH6BAG8A<7BFBA?BFF<:H<8AG8F
4 'BE@4G<I4?45BE4?E8I8E8FH@8A78?E8:?4@8AGBI<:8AG88A?48@CE8F4
5 +8GE<5H6<BA8F,H8?7BF :E4G<9<646<BA8F F<FG8@4784AG<:d8747 C?HF8F 4LH74F
7<8G4FL4AG<6<CBF
6 ,8EI<6<BF @_7<6BF 78 8@CE8F4 HA6<BA4@<8AGB 78 7<6;BF F8EI<6<BF CE8FG4
6<BA8F6H5<8EG4FL6BG<M46<BA8F4?4,8:HE<747,B6<4?
7 BE@46<bAL)EB@B6<bACBF<5<?<7478F 6E<G8E<BF 6HEFBFC4E44668FB464E:BF
8 /4646<BA8F HE46<bA C8E`B7BF 78 8FG4A6<4 8A E8F<78A6<4F C4E4 8@C?847BF
ABE@4F4?E8FC86GB
9 (GEBF6BAB@4GBF GE4F?47BF CE8@<BF 8K6878A6<4F 8G6_G8E4
%46478A4;BG8?8E4'!87<G478F78
?BDH8F878AB@<A48? Libro de Familia,DH8
8AGE8:4A4?AH8IBGE454=47BE4?<A6BECBE4EF84?4C?4AG<??4 LDH8 6BAHA?8A:H4=87<FG8A7<7BL
94@<?<4E 8KC?<64?4;<FGBE<4 8?BE:4A<:E4@4 ?BFB5=8G<IBF78?46478A4 ?BFI4?BE8F 8G6_G8E4 6BA
HA4F5E8I8FAB6<BA8FC4E478F4EEB??4E?46E84G<I<7478<A6<G4E4?4C4EG<6<C46<bA
2.5. LA CARTA A LOS MIEMBROS DE LA ORGANIZACIN
%464EG48FHA7B6H@8AGB9<E@47BCBE8?7<E86GBEB@^K<@BE8FCBAF45?8BE:4A<M4G<IB L
DH8G<8A86B@B78FG<A4G4E<BF4?BF@<8@5EBF78?4BE:4A<M46<bA L4F84C8E<b7<64@8AG8 L46BA
B64F<bA78<@CBEG4AG8FFH68FBF8A?4I<7478?4@<F@4
%464EG4FH8?8F8EHG<?<M474
4 )4E4<A9BE@4E4?C8EFBA4?78?BFE8FH?G47BFLC?4A8F78?48@CE8F4
5 )4E44AHA6<4EHA4BC8E46<bA78G8E@<A474
6 )4E48KC?<64EHA4F<GH46<bAL6B@HA<64E?4FCEBC<4F<AG8A6<BA8F4AG8B7HE4AG8HA4
ndice
F<GH46<bA786E<F<F
%4 CE<A6<C4? I8AG4=4 78 8FG4 ;8EE4@<8AG4 78 6B@HA<646<bA <AG8EA4 8F FH E4C<78M L ?4
CBG8A6<478<@C46GBFB5E8FH78FG<A4G4E<B F<5<8A 8?HFB78?464EG4B5?<:48A?4@4LBE`478?BF
64FBF4HG<?<M4EHA?8A:H4=8@HLCE86<FB
%464EG4 ABB5FG4AG8 6B@B:_A8EB?<G8E4E<B<A78C8A7<8AG8 CH8784EE4FGE4EHA4F?<@<G4
6<BA8FC4E4?4BE:4A<M46<bA)BEHA4C4EG8 CH878F8E6BAF<78E4746B@BHA4<AGEHF<bA8A?4I<74
CE<I47478@^F 8AE4MbA78FH@<F@B<@C46GB CH878??8:4E4CEB7H6<EHA8986GB78F@8FHE47B
8<A8FC8E47B
Figura 4.2
%464EG44?BF@<8@5EBF78?4BE:4A<M46<bA
Querido colaborador:
Me pongo en contacto con usted para transmitirle los resultados de
nuestra Compaa hasta la fecha. Hemos conseguido superar el objetivo de
ventas de productos, con lo que terminaremos el ao, a falta de cerrar las
ltimas cifras, con un crecimiento en ventas de ms de un 25% con respecto
al ao anterior.
Estos resultados son fruto del esfuerzo de todos: una buena poltica
de mrgenes, una mayor calidad en la atencin al cliente y una
contribucin de todos los Departamentos de nuestra organizacin al xito
de Saint Jacques.
Quiero compartir con usted mi orgullo por contar con un equipo
humano tan valioso y creativo, que ha sido capaz de superarse a s mismo
para estar en condiciones de afrontar el ao 2001 con extraordinarias
perspectivas.
Aprovecho la ocasin para desearles a usted y a su familia una feliz
Navidad y un prspero ao nuevo lleno de xitos.
ndice
ndice
6<bA4EE4A6474BC8DH8aBFF45BG4=8F
%4 CH5?<6<747 6B@8E6<4? GE47<6<BA4? ;4 78F4EEB??47B 8? A<I8? 78 8K<:8A6<4 78 ?4
4H7<8A6<4 CBE?BDH8?4E84?<M46<bA78ABG4FC4E48?G45?bA784AHA6<BF7858F8E78HA4946GHE4
CEB98F<BA4? G4AGB8A?47<4:E4@46<bA 6B@B8A?4E87466<bAB?BF6B?BE8F
)BEc?G<@B L8A8FG8@<F@BF8AG<7B G4@5<_ACH878A4C4E868E8A8?G45?bA784AHA6<BF
8F?b:4A8F7<I8EFBFB64EG8?8F6BA6BAF<:A4F B9E4F8FE8?4G<I4F4?464?<747B?4F8:HE<747O??8I4
@BF K 7`4F F<A 466<78AG8 ?45BE4? :E4I8P O8? CBEI8A<E 78 ?4 8@CE8F4 78C8A78 78 ?4 64?<747 78
ndice
AH8FGEBF CEB7H6GBFP ODH8E8@BF F8E ?4 6B@C4a`4 DH8 @8=BE 6B@CE8A78 L F4G<F9468 ?4F A868
F<7478F78AH8FGEBF6?<8AG8FP
G<IB GE4F@<G<E <A9BE@46<bA 8FG47BF 78 ^A<@B <784F FH:8E8A6<4F DH8=4F ;46<4 ?BF A<I8?8F 78
@4LBEE8FCBAF45<?<74778?4BE:4A<M46<bA
%4FI`4FB64A4?8F786B@HA<646<bA4F68A78AG8;4A788FG4E6?4EBFC4E4GB74F?4F<AFG4A
L86GBFLGB7BG<CB78<A9BE@46<bAC4E46BAB6<@<8AGB78?6B?45BE47BE
7 La entrevista de intercambio: HE4AG8 ?4 @<F@4 F8 CEB7H68 HA <AG8E64@5<B 78
BC<A<BA8F HA8AE<DH86<@<8AGB@HGHB78?BF7BF<A7<I<7HBFC4EG<6<C4AG8F
? @<F@B 4HGBE E84?<M4 F8<F E86B@8A746<BA8F C4E4 8? 7<E86G<IB 4AG8F 78 6B@8AM4E ?4
8AGE8I<FG46BAHA@<8@5EB78?4BE:4A<M46<bA
"78AG<9<64E5<8A8?G<CB788AGE8I<FG4
74CG4E?4F46G<GH78FCEBC<4F4?4F<GH46<bAE84?DH8F8I<I8!H<E78?BF8FG8E8BG<CBF
4A8=BF 4 ?4 F<GH46<bA 78? G<CB O6B@B FBL 8? =898 AB CH87B GE4AF@<G<E GB7BF @<F
F8AG<@<8AGBF E8466<BA8FBC8AF4@<8AGBFP
+84?<M4E8?8F9H8EMB78CBA8EF88A8??H:4E78<AG8E?B6HGBE8F4EEB??4E?464C46<747
788@C4G`4
BE@H?4E CE8:HAG4F 45<8EG4F 6BA6E8G4F F< F8 CE8G8A78 F<A68E4@8AG8 ?4 6BEE86G4
8KCE8F<bA78?<AG8E?B6HGBE
'B78F6H<74E8A45FB?HGB?4F6BA7<6<BA8F@4G8E<4?8F78?48AGE8I<FG4
BA6?H<E?4@<F@46BAHA4F`AG8F<FCBF<G<I4 LHA4??4@4744?4466<bA
!4L DH8 F458E 8?8:<E FB5E8 GB7B 8? 6H^A7B L 8? CBEDH_ 78 ?4 8AGE8I<FG4 'B 8F
6BAI8A<8AG8 ?4 <ABCBEGHA<747 78 ?4 @<F@4 785<7B 4? @4? F45BE 78 5B64 4? ??8I4E 4 645B ?4
@<F@4-4@CB6B8F6BAI8A<8AG8@4AG8A8E8AGE8I<FG4FOCBEDH8F`P 785<7B4?78F6BA6<8EGBDH8
CH878A 464EE84E 4? GE454=B 78? 6B?45BE47BE 'B B5FG4AG8 L AB CB64F I868F 8? CBEDH_ 78 ?4
8AGE8I<FG4ABF86BA6E8G4;4FG48?@B@8AGB78?4@<F@4O-8;8GE4`7B4DH`CBEDH8P
3.2. LOS PROGRAMAS DE SUGERENCIAS
3.2.1. Los buzones y programas de sugerencias
%BF 5HMBA8F 78 <A<6<4G<I4F B 78 FH:8E8A6<4F FBA HA4 ;8EE4@<8AG4 78 6B@HA<646<bA
<AG8EA4 cA<64@8AG8 4F68A78AG8 ,HCBA8A HA @_GB7B 78 E86B:<74 78 <784F CEBCH8FG4F
<AABI46<BA8FB6H4?DH<8EG<CB78<A<6<4G<I4FC4E4@8=BE4E?4BE:4A<M46<bA
%BF5HMBA8F78FH:8E8A6<4FB<A<6<4G<I4FG<8A8ACBE9<A4?<747
4 &8=BE4E 8? 6?<@4 78 ?4F E8?46<BA8F ;H@4A4F 78FC8EG4A7B 8? F8AG<7B 78 ?4 6B?45B
E46<bA
5 )8EFH47<E4?@<8@5EB78?4BE:4A<M46<bA78?46BAI8A<8A6<478HA46E`G<646BAFGEH6
G<I454F4748A8?6BAG46GB6BA?4E84?<747
6 &8=BE4E?4CEB7H6G<I<747@87<4AG8?44CBEG46<bA78<784FDH8CH874AF8E4C?<645?8F
7 46<?<G4EL45E<E64H68F4?4<A9BE@46<bA
+8FC86GB 4 ?4F 7<9<6H?G478F 78 8FG4 ;8EE4@<8AG4 8? 5HMbA 78 <A<6<4G<I4F CH878 464EE84E
?4FF<:H<8AG8F
1. Tendencias individualistas del trabajador ?6B?45BE47BE8F6E<588A8?5HMbA?BDH8
?8:HFG4 ?BDH8DH<8E8 6BA?46BAF<:H<8AG8C_E7<7478I<F<bA:8A8E4?78?4BE:4A<M4
6<bA %BF GE454=47BE8F @^F 58?<:8E4AG8F L 6B@HA<64G<IBF CB7E^A ;468E 6E88E 4 ?BF
E8FCBAF45?8F78?5HMbA78FH:8E8A6<4FDH8?4FHL48F?4BC<A<bA:8A8E4?
ndice
2. Desconfianza.%BF@<8@5EBF78?4BE:4A<M46<bACH878AC8AF4EDH8?4@<F@4G<8A8
9bE@H?4F C4E4 F458E DH<_A 8F DH<8A ;468 ?4 6E`G<64 B FH:8E8A6<4 L CH878A F8AG<EF8
E846<BF46B?45BE4E4AG8?4CBF<5<?<74778DH8F8C4ADH<_A8FFBAL?4BE:4A<M46<bA
FB5E8GB7BF<F8GE4G478HA48@CE8F4CH874GB@4E@87<74F6BAGE48??BF
3. Susceptibilidad de los mandos intermedios. ? 5HMbA 78 FH:8E8A6<4F FHCBA8 HA
64H68 78 6B@HA<646<bA 4F68A78AG8 F<A <AG8E@87<4E<BF 6BA ?B DH8 HA 8@C?847B
CB7E^6E<G<64E FH:8E<EB74EFHBC<A<bACBEE8:?4:8A8E4?4AbA<@4 7E<5?4A7B4FH
<A@87<4GB FHC8E<BE L ??8:4A7B 7<E86G4@8AG8 4 ?BF A<I8?8F 7<E86G<IBF 78 ?4
BE:4A<M46<bA
4. Consideracin por parte del trabajador de que es un medio ms de explotacin.
%BF 6B?45BE47BE8F CH878A G8A8E ?4 C8E68C6<bA 78 DH8 F8 GE4G4 78 HA4 <A<6<4G<I4 78
?BFA<I8?8F7<E86G<IBF LDH8?48@CE8F4CH878@4A<CH?4E?BF74GBFL??8I4E4645B
64@5<BF4C8?4A7BO4?4FFH:8E8A6<4FE84?<M474FP
%BF CEB:E4@4F 78 FH:8E8A6<4F 6BAFG<GHL8A HA @_GB7B 9BE@4? C4E4 ?4 :8A8E46<bA
8I4?H46<bAL4C?<646<bA78?4FFH:8E8A6<4F8<784F4CBEG474FCBE?BF6B?45BE47BE8F
Figura 4.3
)4FBF6?4I88AHACEB:E4@478FH:8E8A6<4F
IDEA DEL
COLABORADOR
PRESENTACIN
AL SUPERVISOR
ENVO AL
COMIT DE
EVALUACIN
ESTUDIO DE
LA SUGERENCIA
ACEPTACIN
O RECHAZO
SEGUIMIENTO
COMPENSACIN
PARA EL COLABORADOR
RECONOCIMIENTO
AL COLABORADOR
PUESTA EN
PRCTICA
COMUNICACIN
AL COLABORADOR
ACEPTACIN
O RECHAZO
AHORRO Y MEJORAS
PARA LA ORGANIZACIN
SEGUIMIENTO
ndice
74CG47B78'Z-3
%BF CE<A6<C4?8F CEB5?8@4F DH8 CH878A FHE:<E 8A 8FG8 @_GB7B I<8A8A 78E<I47BF 78 ?4
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6B@C8AF46<BA8FDH86BAF<78E8ABAB4=HFG474F4?A<I8?78FHCEBCH8FG4
G8E4 B@B 6BAF86H8A6<4 78 FH GE454=B 8FGBF :EHCBF 9BE@H?4A CEBCH8FG4F DH8 F8 GE4AF@<G8A
;4FG4?BFA<I8?8F@^F4?GBF78?48@CE8F4,<8FG4FCEBCH8FG4FFBA468CG474F 8?:EHCBC4EG<6<C4
8A?4CH8FG48A@4E6;478?4F@<F@4F
%BF 6`E6H?BF 78 64?<747 FHE:8A 8A #4CbA 8A ?BF 4aBF F8G8AG4 L GE4G4A 78 E8FB?I8E ?BF
CEB5?8@4F 78 64?<747 78 ?4 8@CE8F4 4F` 6B@B 78 74E HA4 E8FCH8FG4 4 ?4F A868F<7478F 78
CEB7H66<bA 6B@C8G<G<I4 54F474 8A ?4 CB?`G<64 78 ?BF 6<A6B 68EBF 68EB 78986GBF 68EB E8GE4FBF
68EBFGB6>F 68EB78FC8E7<6<BFL68EB78IB?H6<BA8F
%BF58A89<6<BF78HACEB:E4@478FH:8E8A6<4F54F47B8A?4<@C?4AG46<bA786`E6H?BF78
64?<747FBA?BFF<:H<8AG8F4"A6E8@8AGB78?4 F4G<F9466<bA ?45BE4? 5 4H@8AGB 78? BE:H??B78
C8EG8A8A6<4 6@8=BE478?4FE8?46<BA8F78?BF8@C?847BF8AGE8F` 7@8=BE478?4FE8?46<BA8F78
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4.1. LA REUNIN
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5.3. LAS ACTAS DE REUNIN
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5.8. EL CORREO ELECTRNICO
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6.2. DESCRIPCIN DEL SISTEMA
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6B?45BE47BE8F 74A7B?BF5H8ABF7`4F E84?<M4A7B4?:HA4B5F8EI46<bAB F<@C?8@8AG8 B5F8EI4A
7B8AHAGBAB4@<:45?8L7<FG8A7<7B
,<@<?4E4?DH8F8CEB7H688AHA486BAB@`46BA8?F86GBECE<I47B
ndice
A@H6;4FB64F<BA8F ?49BGB:E49`4DH88?7<E86G<IBB5G<8A8788FG8G<CB7846G<I<7478F
8F @^FCE86<F4DH8 BGEBF@H6;BF <A9BE@8F 64E:47BF 78 G8BE`4F C8EB F<A ?4 6BAGE4FG46<bA 78 ?4
8I<78A6<4
Figura 4.4
,86H8A6<478C?<646<bA78?887546>V
1
DEFINIR
LA SITUACIN
2
SINTETIZAR
Y EXPLICAR
7
DEFINIR LA
NUEVA
SITUACIN
3
ESCUCHAR
CON EMPATA
6
ACTUAR
5
ACORDAR UN
PLAN DE ACCIN
4
DETERMINAR
NIVELES
DE PREPARACIN
H8AG80"%%"&,L2+'
0"%%"&,L2+'
CBA8A78@4A<9<8FGBDH8?4F6H4?<7478FDH88?C8EFBA4?@^F
4CE86<48AFHFFHC8E<BE8F 4F`6B@B?BF78986GBFDH8@^F78FG464 FBA?BFDH8I<8A8AE89?8=47BF
8A?4G45?4
8<:H4?@B7B L8AHA4B5E4CBFG8E<BE 4@5BF4HGBE8F7<F8a4A?BDH88??BF78AB@<A4A
normas de obligado cumplimientoCBEC4EG878?BF7<E86G<IBFDH8F8FB@8G8A48FG4G_6A<64 L
DH8FBA?4FF<:H<8AG8F
4 Preguntar:BAF<FG88AC87<EBC<A<BA8F4?BF6B@C4a8EBF78GE454=B?F<@C?846GB
78 FB?<6<G4E <A9BE@46<bA 8AI`4 HA @8AF4=8 O/4?BEB ?4 BC<A<bA 78 @< C8EFBA4? L
ndice
6BAF<78E4E`464@5<4E4@8=BE54F^A7B@88A?BDH8@86BAG8FG8AP
5 Escuchar: )E8FG4E 4G8A6<bA 4 ?B DH8 7<68A ?BF 8@C?847BF B 6B?45BE47BE8F 'B
8I4?H4E F< G<8A8A E4MbA B 8FG^A 8DH<IB647BF F<@C?8@8AG8 F8 GE4G4 78 468CG4E ?4F
BC<A<BA8F6B@B?BDH8FBAC8E68C6<BA8F78E84?<747
6 Pensar:&87<G4E?4<7844CBEG4744AG8F78E8466<BA4E HA4I8MB5G8A<74?4E8FCH8FG4
'B6B@CEB@8G8EF844?:BDH8ABF8I44E84?<M4E 6H@C?<E@^F78?BCEB@8G<7B
7 Agradecer:KCE8F4E4:E4786<@<8AGBCBE?4FI4?BE46<BA8F4CBEG474F87<64EG<8@CB
44:E47868E?BC8EFBA4?@8AG8
8 Involucrar: !468E C4EG<6<C4E 4 GB7B 8? C8EFBA4? 8A 8? CEB68FB 78 64@5<B )87<E
4CBLB6BAFG4AG8LFB?<6<G4EAH8I4FFH:8E8A6<4FLBC<A<BA8F
9 Cambiar: &BI<?<M4EF8 6BA ?4 <A9BE@46<bA B5G8A<74 ABG4E ?4F ^E84F 7BA78 F8
C<8AF4;468E64@5<BFL74E?8FCE<BE<747,HC8EI<F4E8?6B@CBEG4@<8AGBCEBC<B
: Seguir: +84?<M4E =HAGB 4 ?4 C?4AG<??4 HA F8:H<@<8AGB 8K;4HFG<IB 78 ?4F 466<BA8F
78F4EEB??474F 4CEBK<@474@8AG86474GE8FB6H4GEB@8F8F)E8:HAG4EF<C<8AF4ADH8
?446G<GH7L?BF@_GB7BF;4A64@5<47B788FG8@B7B6B@8AM4E^A48AG8A78EDH84F`
;4F<7B
Tabla 4.3
H4?<7478FL785<?<7478FDH88?C8EFBA4?4CE86<48AFHFFHC8E<BE8F
CUALIDADES
HONRADEZ
APRECIO
RESPETO
ATENCIN
DEBILIDADES
PREPOTENCIA
6G<GH7@BFGE474CBE7<E86GBE8FDH86E88A8FG4E
CBE8A6<@478?4FABE@4F DH8C<8AF4ADH8GB7B:<E44
FH4?E8787BE LDH8478@^FFBA<A64C468F786B@C4EG<E
?BF?B:EBF4?64AM47BF6BAFHC?4AG<??4
COMPORTAMIENTO
ABUSIVO
%4HG<?<M46<bA788FG4G_6A<64CEBCBE6<BA4<A9BE@46<bAE8?8I4AG8FB5E8?4F64E8A6<4F78
?BF@_GB7BF78GE454=B8@C?847BFCBE?BF7<E86G<IBF 4F`6B@B?4FBCBEGHA<7478F8K<FG8AG8FC4E4
78F4EEB??4EHACEB:E4@464C4M78E86BA7H6<E8FGBF6B@CBEG4@<8AGBF78F468EG47BF
ndice
A<646<bA
474 I8M @^F F8 E8I8?4 ?4 <A6H8FG<BA45<?<747 78 ?4F AH8I4F G86AB?B:`4F 78 ?4 6B@HA<
646<bA 6BEE86G4@8AG8 HG<?<M474F 6B@B ;8EE4@<8AG4F <@CE8F6<A7<5?8F 8A 8? CEB68FB 78 64@5<B
6H?GHE4?8A?4BE:4A<M46<bA
.A478?4FCBF<5?8FFB?H6<BA8FDH8F8;4ACEBCH8FGB 8A8?64@CB78?48@CE8F4 C4E4
??8I4E4645BHA64@5<B6H?GHE4?CEB9HA7B8F?478?4desjerarquizacin78?4F8FGEH6GHE4F 5HF
64A7BF<@<?4E8FA<I8?8F786B@CEB@<FB8AGB7BF?BFA<I8?8F78?48@CE8F4)8EBesta desjerarquizacin, C4F4 <A8?H7<5?8@8AG8 CBE 6B@C4EG<E HA4 6H?GHE4 6B@cA HABF B5=8G<IBF 6B@HA8F L
CBE 6BAF<:H<8AG8 CBE ?4 6B@HA<646<bA 78 ?BF B5=8G<IBF 78 <:H4? 9BE@4 4 ?4 GBG4?<747 78 ?4
C?4AG<??4
A HA4BE:4A<M46<bA 6B@C8G8AG8 ?4F C8EFBA4F 7<FCBA8A 6B@B ;8EE4@<8AG4F 78 GE454=B
78HABFF<FG8@4F78<A9BE@46<bA4I4AM47BFL 4?:B@^F<@CBEG4AG84cA6B@HA8F4GB7BF
HG<?<M4A?4F<AGE4A8GF F8@8A6<BA4E^A4?:HABF8=8@C?BF786B@C4a`4FDH8?4F8FG^A<@C?4AG4A7B
6BA_K<GBLB9E868E8@BFHA4F8E<878E86B@8A746<BA8FC4E4@8=BE4E?4CH8FG48A@4E6;478HA4
<AGE4A8G
7.1. LAS REDES INTERNAS EN EL CONTEXTO DE LA COMUNICACIN ELECTRNICA
8F78@87<47BF78?47_647478?BFABI8AG48FG^6E86<8A7B8KCBA8A6<4?@8AG88?:4FGB
8A 6B@HA<646<bA 8?86GEbA<64 )BE CE<@8E4 I8M 78F78
<A<AG8EEH@C<74@8AG8 ?4F 8@CE8F4F
8FG47BHA<78AF8F 78FG<A4A @^F 7<A8EB 8A ?4 <A9BE@4G<M46<bA L 8A 8? 78F4EEB??B 78 64A4?8F 78
6B@HA<646<bADH88A?BF8DH<CBF<A9BE@^G<6BF78FG<A47BF4?BFF86GBE8FCE<@4E<BLF86HA74E<B
%4 G86AB?B:`4 78 ?4 <A9BE@46<bA L @^F 6BA6E8G4@8AG8 ?4F E878F <AG8EA4F 8FG^A 8FCB
?84A7B8?:4FGBG86AB?b:<6B78AH@8EBF4F8@CE8F4F
7.1.1. La comunicacin electrnica: Internet
%46B@HA<646<bA8?86GEbA<64CH8784:EHC4EF88A6H4GEB64G8:BE`4F4-<8@CBL?H:4E
5 "AG8E46G<I<747 6 (E<8AG46<bA HAB
4
HAB HAB
4
I4E<BF B I4E<BF
4
I4E<BF L 7 )8EFBA4 B
FH=8GB78?46B@HA<646<bA
Figura 4.5
%4FG86AB?B:`4F78?46B@HA<646<bAF8:cA8??H:4EL8?G<8@CB
LUGAR
TIEMPO
EL MISMO
DIFERENTE
EL MISMO
DIFERENTE
Contestador automtico
Groupware
Telfono
Teleconferencia
Videoconferencia
Chat on line
Voice Mail
Correo electrnico
CD-ROM
Intranet
ndice
8AGEB78?BFG<CBF786B@HA<646<bA8?86GEbA<64 F8I44GE4G4E789BE@4CE<BE<G4E<4?4F
E878F <AG8EA4F CBE FH <@CBEG4A6<4 4?64AM474 L CBE FH E8?46<bA 7<E86G4 6BA ?4 6B@HA<646<bA
<AG8EA4%4<@C?4AG46<bA78E878F<AG8EA4F788FG8G<CB8A478?4AG8 <AGE4A8GF @8=BE4?4I8AG4=4
6B@C8G<G<I478?46B@C4a`4 4H@8AG4?4@BE4?78?BF8@C?847BFL4LH744?4BE:4A<M46<bAC4E4
;468E ??8:4E 4 G<8@CB ?4 <A9BE@46<bA DH8 ?BF 6?<8AG8F L CEBI887BE8F A868F<G4A )4E4 8??B 8F
A868F4E<B6BAB68E4?:B78?4G86AB?B:`4<AG8EA8G
%4F<AGE4A8GF DH8FBAE878F?B64?8FCE<I474FDH8GE454=4A<AG8EA4@8AG86BACEBGB6B?BF
-)g")
!4FG4;468CB6BG<8@CB 6474E87HG<?<M454HACEBGB6B?B7<98E8AG8 F<8A7B-B>8A+<A:L
G;8EA8G?BF7BF8FG^A74E8F@^FCBCH?4E<M47BF,<48FGBF84a478?464C46<747C4E4GE454=4E6BA
-)g") ?4BE:4A<M46<bA CH878 F8:H<E GE454=4A7B 6B@B ;4FG4 4;BE4 L 478@^F HF4E ?B64?@8AG8
GB74F?4F;8EE4@<8AG4FDH85E<A74"AG8EA8G 6B@BCBE8=8@C?B8?-)L8?6BEE8B8?86GEbA<6B
?@4LBE478?4AGBDH8;4FHCH8FGB<AG8EA8GC4E4?4FBE:4A<M46<BA8FABFBA?4FC^:<A4F
J85 78 8@CE8F4 A< ?BF F8EI<7BE8F A< ?4 world wide web: :E46<4F 4 <AG8EA8G L 6BA HA 6BFG8
@B78E47B F8CH878BE:4A<M4E78@4A8E4@^F89<6<8AG8GB74?4informacin de la organizacin
78@4A8E4DH8?BF6B?45BE47BE8FCH874A6BAFH?G4E4E6;<IBFL54F8F7874GBF78F78FH)
%4@4LBE`4788@CE8F4FDH88FG^A<@C?4AG4A7B<AGE4A8GFAB?B;468AcA<64@8AG84A<I8?
<AG8EAB8F786<E HF4A7B-)g")78AGEB78FHFE878F?B64?8F&^F5<8A?BDH8F8F<:H88FHA
8FDH8@4 :?B54? 78 <A9BE@4G<M46<bA DH8 <A6?HL8 G4AGB 4 ?4F <AGE4A8GF 6B@B 4 ?BF CHAGBF 78
CE8F8A6<48A"AG8EA8G78?48@CE8F4F` 78AGEB78?4@<F@48FGE4G8:<4F8FH8?8C?4A<9<64E8?HFB
78E878F6BECBE4G<I4F<AG8EA4F C8EBG4@5<_A8?8FG45?86<@<8AGB78C^:<A4FJ85externas,DH8F8
CH878A6BAFH?G4E78F786H4?DH<8E?H:4E78?@HA7B
,8GE4G478?4C4EG8DH8CB7E^I8E6H4?DH<8EHFH4E<BDH8HG<?<68HAA4I8:47BE78F78FH
BE78A47BEC8EFBA4?)BEBGEB?47B 8K<FG8HA4F8:HA74^E84 DH88F?4<AGE4A8GCEBC<4@8AG87<6;4
,8GE4G478?4<AFG4?46<bACE<I474 DH8HG<?<M48?C8EFBA4?4HGBE<M47BC4E44:<?<M4EFHGE454=B
Figura 4.6
C?<646<BA8F78HA4<AGE4A8G
GESTIN
ENVOS MENSAJES COMPARTIDA
FTPC
ON
LINE
CORREO
DE BASES
ELECTRNICO
DE DATOS
ndice
SERVIDOR
?45BE46<bACEBC<4
Figura 4.7
"AG8E94F85^F<6478HA4<AGE4A8GF4?<74F
ndice
Figura 4.8
"AG8E94F85^F<6478HA4<AGE4A8G8AGE474F
ndice
<6;4 <AG8?<:8A6<4 G<8A8 6B@B B5=8G<IB BE:4A<M4E 8? 8F6E<GBE<B 78 6474 <A7<I<7HB 4 HA
@`A<@B6BFGB G<8@CBL8F9H8EMBC4E4DH8_FG8F84@^FCEB7H6G<IB 8986G<IB 89<64M 89<6<8AG8L
6B@C8G<G<IB
,<F8C<8AF4DH8?4<AGE4A8GGE4G478HA<EG86AB?B:`4LFB9GJ4E8F8CH878??8:4E46<8EG4
6BA9HF<bA8A?BFG_E@<ABFDH8??48F?4C4EG8@^F9^6<?+8DH<8E84CE8A7<M4=8L4C?<646<bACE^6
G<6478?B4CE8A7<7BC4E4GB@4E786<F<BA8F6B;8E8AG8FC4E44F`F8:H<E4CE8A7<8A7B
%4<AGE4A8G8FG^6B@CH8FG4CBE8?0'g%'(world area network/local area network)
?44C?<646<bA6?<8AG8gF8EI<7BE 8?) .'"1 LBGE4F;8EE4@<8AG4F<A9BE@^G<64FDH8F8;4AI8A<7B
HG<?<M4A7B8A?4FBE:4A<M46<BA8FC4E4E84?<M4E@8=BE8?GE454=B @8=BE4E?489<6<8A6<4L6B@HA<
64EF86BABGEBF
,<GB7BF?BF6B@CBA8AG8F78HA4BE:4A<M46<bAF458A6H^?8F?4I<F<bA8FGE4G_:<6478?4
6B@C4a`4 FH @<F<bA ?BF CE<A6<C<BF DH8 ?4 :H`4A DH<_A8F FBA ?BF 6?<8AG8F L ?BF FB6<BF
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?4BE:4A<M46<bA
7.1.3. Caractersticas de las intranets
%4F<AGE4A8GFG<8A8A?4FF<:H<8AG8F64E46G8E`FG<64F
4 ,8GE4G478HACEBGBG<CBE^C<7BCH878F8E@87<7B8A;BE4FB7`4F
5 F64?45?878F78HA<A<6<B4C8DH8a48F64?4 _FG4F86BAFGEHL8F8:cA?4A868F<
747L?BFE8DH8E<@<8AGBF
6 8A4I8:46<bA9^6<?C^:<A4F<AG8EA4F78A4I8:46<bACEBI88A8A?468F4<A9BE@4
6<bA
7 )H878<AG8:E4E8FGE4G8:<4F786B@CHG46<bA7<FGE<5H<744F`?BFF8EI<7BE8F?B64?8F
78C^:<A4F78J85E8F<78A@HL68E6478?4HGBE78?BF6BAG8A<7BF
8 )H878 6BA86G4EF8 6BA 9H8AG8F 78 <A9BE@46<bA 6BECBE4G<I4 GE47<6<BA4?8F 54F8F
7874GBF 7B6H@8AGBF8K<FG8AG8F78CEB68F4@<8AGB78G8KGBF BGE4F4C?<646<BA8F
78:EHCBF
9 F8KG8AF<5?84HA4:E4AI4E<874778G<CBF78@87<BF786B@HA<646<bA4H7<B
I`78B 4C?<646<BA8F<AG8E46G<I4F
'B 8F HA CEB68FB 64EB C4E4 <A<6<4E?B L4 DH8 E8DH<8E8 CB64 <AI8EF<bA 8A <A9E48FGEH6GHE4
)BEBGE4C4EG8 8F@H6;B@^FE^C<7BL54E4GBDH88?F<FG8@4GE47<6<BA4?78<A9BE@46<bA 54F47B8A
8? C4C8? %4 <AGE4A8G C4E4 GB7BF ?BF A<I8?8F 78 ?4 BE:4A<M46<bA HG<?<M4 ?BF E86HEFBF @^F
89<6<8AG8@8AG8 L 4? @<F@B G<8@CB ?BF HFH4E<BF F8 8AGE8A4A E^C<74@8AG8 785<7B FH 946<?<747 78
AHAF8AG<7B4@C?<BL6BECBE4G<IB?4<AGE4A8G5E<A74?4BCBEGHA<74778789<A<E?4BE:4A<M46<bAL6B@HA<6^EF8?B4
GB7BF?BF<AG8:E4AG8F78?4@<F@4?:HABF4HGBE8F <A6?HFB 6BAF<78E4ADH8?4<AGE4A8G6E84HA efecto hologrfico8A
?4FBE:4A<M46<BA8F,<HA6E<FG4?GE<7<@8AF<BA4?F8DH<85E4 6474HA478FHFC4EG8FE8G<8A8HA4<@4:8A8K46G478?4DH8
G8A`48?6E<FG4?8AG8EBL4AG8F78DH85E4EF8
ndice
HFB L 4 FH CEBC<4 8KC8E<8A6<4 78 A4I8:46<bA )BE c?G<@B ?4 4EDH<G86GHE4 78 C?4G49BE@4 45<8EG4
F<:A<9<64DH8;4LHA4:E4A64AG<747L8A4H@8AGB784C?<646<BA8F784LH74
7.1.4. Ventajas de la aplicacin de una Intranet
BA?4<AGE4A8GF8CEB7H68HAF8E<878I8AG4=4FC4E4?48@CE8F4 8AGE8?4FDH8F8CH878A
78FG464E?4FF<:H<8AG8F
4
5
6
7
8
@<G<E
9
&8=BE478?@87<B4@5<8AG8 F<F8HG<?<M4HA4<AGE4A8GC4E48?G8?8GE454=B
:
&8=BE48A?BF78C4EG4@8AGBF78F8EI<6<B4?6?<8AG8L78I8AG4FBA?44C?<646<bA
78?4F<AGE4A8GF F86BAF<:H8DH8F8EI<6<BF DH8ABF8CB7`4A<@4:<A4EF<A<A6HEE<E
8A4?GBF6BFGBF F8E84?<68A789BE@4@^F89<64MDH8;4FG44;BE4
;
;BEEB8A?BF:4FGBFL8A?4F<AI8EF<BA8F<A@B5<?<4E<4F 8A8?GE4AFCBEG86BG<7<4AB
78 ?BF GE454=47BE8F ;BEEB L 9?8K<5<?<747 8A 8? 8@C?8B 78? FB9GJ4E8 L 8A 8?
;4E7J4E8 ;BEEB 8A ?BF @_GB7BF 78 CEB@B6<bA L 78 I8AG4 CH5?<6<747 L
@4E>8G<A:;BEEB8A8?F8EI<6<B78I8AG4LCBFI8AG4
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,8:HE<747 ,8 I<8A8A 78F4EEB??4A7B 6BA 8@CE8F4F 78? F86GBE ?BF F<FG8@4F @^F
4I4AM47BF 78 F8:HE<747 4?:HABF 78 8??BF F8 I<8A8A <@C?8@8AG4A7B 8A 4?:HABF
F<FG8@4F78<AGE4A8G
ndice
F<bAL47@<A<FGE46<bA78?4E87
.A4<AGE4A8GAB8FcA<64@8AG8;4E7J4E8LFB9GJ4E8%4<AGE4A8GAB8F7<9`6<?78<AFG4?4E
L4 DH8 HG<?<M4 ?4F @<F@4F 6BA8K<BA8F 8A GB7BF ?BF F<FG8@4F BC8E4G<IBF %BF F8EI<7BE8F FBA
FB?4@8AG8BE78A47BE8F6BAHA4F64E46G8E`FG<64F8FC86<4?8F2?BFA4I8:47BE8FG4AFB?BFBAHA4
<AG8E94F8:E^9<64LGB7BF8??BF6BA?4@<F@49HA6<BA4?<7475^F<64
-4@CB6B78584FB6<4EF88?6BA68CGB78<AGE4A8G6BA8?78groupwareGE454=B<A9BE@^
G<6B 8A EHCB %BF CEB7H6GBF 78 :EBHCJ4E8 B9E868A @H6;4F 9HA6<BA8F DH8 BC8E4A 5<8A 8AGE8
8??4F)8EBE8DH<8E8A78;4E7J4E8 F<FG8@4FBC8E4G<IBFL6BA9<:HE46<bA78E878F8FC86`9<64F'B
F<8@CE8FBA6B@C4G<5?8F6BABGEBFF<FG8@4F78E878F'BE@4?@8AG8I<8A878HA46B@C4a`4DH8
6BA9`48AFHCEBC<4C8E68C6<bA78?BDH878F4EEB??4AL78?BDH8?BF6?<8AG8FA868F<G4A
7.1.6. Anlisis del impacto de las intranets
-!(&),(' L + ' +" !- E84?<M4A 4 9<A4?8F 78 ?BF ABI8AG4 HA F8:H<@<8AGB 78
I8<AG8 8@CE8F4F ?`78E8F 8A 4?G4 G86AB?B:`4 78 GB7B 8? @HA7B )4E4 8??B HG<?<M4A HA4 cA<64
;8EE4@<8AG4 78 software 78AB@<A474 Swotcheck. &87<4AG8 HA4 @4GE<M swot, 4A4?<M4A 8A 8?
8FGH7<B?4F9BEG4?8M4F 785<?<7478F BCBEGHA<7478FL4@8A4M4F78?4G86AB?B:`4786B@HA<646<bA
<AG8EA48A8FG4FBE:4AM<46<BA8F
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4 Accesibilidad:O-B7B8?@HA7B8FG^6BA86G47BP
5 Centralizacin:8AGE4?<M4E?49H8AG878<A9BE@46<bA O?4C^:<A4J85CEBCBE6<B
A4HA49H8AG8cA<64 E87H6<8A7B?BF@8AF4=8F6BA9?<6G<IBFP
6 Velocidad:A8?8FG`@H?BL?4E8FCH8FG4 OC8E@<G<E4?BF8@C?847BFG8A8E4668FB
<A@87<4GB4?4c?G<@4L@^F46GH4?<M474<A9BE@46<bAP
7 Efectividad: ? 64@<AB 8986G<IB C4E4 ?4 6B@HA<646<bA O@HL 9E86H8AG8@8AG8
HG<?<M474 C4E4 7<F8@<A4E ?4 <A9BE@46<bA 8AGE8 HA Cc5?<6B 4@C?<B 78 9BE@4
F<@H?G^A84P
ndice
(GEB78?BF4FC86GBFDH8F8C8E6<58A6B@B9BEG4?8M478?46B@HA<646<bA8?86GEbA<648F
FH;45<?<747C4E4946<?<G4E4?6BA=HAGB78?48@CE8F44GE4I8F4E?4F9EBAG8E4F<AG8EA46<BA4?8FL?4F
9E4A=4F;BE4E<4F
A?49<:HE4F878F6E<58?4@4GE<M789BEG4?8M4F%44668F<5<?<747 ?48986G<I<747L?4
68AGE4?<M46<bA 9H8EBA I<FG4F 6B@B 4?:B 9^6<? 78 @8=BE4E )BE BGE4 C4EG8 ?4 E4C<78M 9H8
6BAF<78E4746B@B54FG4AG87<9`6<?78@8=BE4E DH<M^FCBEDH8?46B@HA<646<bA8?86GEbA<64L4;4
4?64AM47BFHCBG8A6<4?@^K<@B78E4C<78M8A8?8AI`BL?4E8FCH8FG4
%BF 58A89<6<BF 78 ?4 4C?<646<bA 78 ?4 G86AB?B:`4 8A ?4 6B@HA<646<bA <AG8EA4 FBA ?4
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78 ?4 6B@HA<646<bA 8?86GEbA<64 F8:cA ?BF 8A6H8FG47BF ;4L O78@4F<474F 9H8AG8F 78 74GBF DH8
6BA7H68A4?47HC?<6<74778<A9BE@46<bAPLO6BA9?<6G<I<7478AGE8?46B@HA<646<bA4@C?<4@8AG8
7<9HA7<74L?46BA9<78A6<4?P
Figura 4.9
IMPORTANCIA
BEG4?8M4F78?46B@HA<646<bA8?86GEbA<64
3,0
2,0
Velocidad de entrega
y respuesta
Accesibilidad
1,0
-3,0
-2,0
-1,0
DIFCIL DE MEJORAR
2,0
3,0
FCIL DE MEJORAR
H8AG8 -!(&),('L+
? 78F5BE74@<8AGB 78 ?4 <A9BE@46<bA F8 6BAI<8EG8 8A HA E4F:B 64E46G8E`FG<6B 78 ?BF
F<FG8@4F 78 e-mail L 8A :8A8E4? 78 GB74 ?4 <AGE4A8G 78 @4A8E4 DH8 F8 9B@8AG4 FH 8@C?8B
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L 6474 F8EI<6<B CH874A ;468E HFB 78 ?4 6B@HA<646<bA 8?86GEbA<64 C4E4 8AGE4E 8A 8? @8E647B
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785<8AI8A<74L78 e-mails 6BA64AG<747<A:8AG878<A9BE@46<bALCE8F8AG4748AHA4I4E<8747
788FG<?BFL@864A<F@BF@HL?<@<G47BF78<A9BE@46<bA78E8GBEAB
ndice
47B 8? 4I4A68 <AG8AF<IB 78 ?4 CEBC<4 G86AB?B:`4 4?:HABF 8A6H8FG47BF 8FG^A
CE8B6HC47BF CBE ?4 64C46<747 78 FH 8@CE8F4 L 78 FHF 8@C?847BF C4E4 @4AG8A8E 8? E<G@B
G86AB?b:<6B 4 C8F4E 78 9BE@4E C4EG8 78 ?4 <A7HFGE<4 78 4?G4 G86AB?B:`4 FG4 CE8B6HC46<bA F8
E89?8=4 8A ?4F CE<A6<C4?8F 785<?<7478F 78 ?4 6B@HA<646<bA 8?86GEbA<64 <78AG<9<6474F CBE ?BF
8A6H8FG47BF
4 4?G478C4GEBA8FB6E<G8E<BFO'BG8A8@BFHA48FGE4G8:<46B@cAC4E48?HFB78?BF
@87<BF8?86GEbA<6BFP
5 H8FG<BA8FG_6A<64FO+8HA<E6<8A?H:4E8FBsites8AHA4<AGE4A8G8F6B@C?8=BP
6 B@HA<646<bA6BAGE4<A9BE@46<bAO'<A:HA46B@CEB546<bA4F8:HE4DH8?4<A9BE
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7 ,HFG<GH6<bA 78 ?4 6B@HA<646<bA C8EFBA4? O?:HA4F C8EFBA4F F8 8F6BA78A GE4F ?4
G86AB?B:`4P
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9H8EBA I<FG4F 6B@B 7<9`6<?8F 78 @8=BE4E 6BA ?4 8K68C6<bA 78 DH8 ?4 6B@HA<646<bA 8?86GEbA<64
8FG^E88@C?4M4A7B4?46B@HA<646<bAC8EFBA4?
Figura 4.10
IMPORTANCIA
85<?<7478F78?46B@HA<646<bA8?86GEbA<64
3,0
Falta de estndares
2,0
Conflictos tcnicos
1,0
-2,0
-1,0
1,0
DIFCIL DE MEJORAR
2,0
3,0
FCIL DE MEJORAR
H8AG8 -!(&),('L+
? E8GB 78 7<FG<A:H<E 8FG4F 785<?<7478F E8F<78 8A ?4 :8AG8 L 8A ?4 6H?GHE4 AB 8A ?4
G86AB?B:`4
ndice
A?4F8@CE8F4F784?G4G86AB?B:`48FGH7<474FL48FG^ACH8FG4F8A@4E6;4HA4F8E<878
@8=BE4F <A6?HL8A7B?4<A9BE@46<bAon-line78E86HEFBF;H@4ABF 8?6E86<@<8AGB8A8?HFB78?4
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A @H6;4F B64F<BA8F ?4 C?4A<9<646<bA 78 @8=BE4F F8 6BA68AGE4 8A ?4 6B@HA<646<bA
4F68A78AG8 6B@HA<646<bA ?4G8E4? L 8A HA4 @4LBE 78C8A78A6<4 78 HA4 8FGE4G8:<4 78 6B@HA<
646<bA 4F`F8787H68784?:HA4F78?4FE8FCH8FG4F78?BF8A6H8FG47BF
4 OFG4@BFC?4A84A7B;468EABF6BAHA4668FB<A7<I<7H4?4HA54A6B78<A9BE@46<bA
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5 OFG4@BF <AGEB7H6<8A7B HA AH8IB F<FG8@4 78 8
@4<? DH8 C8E@<G8 E86B:8E ?4F
FH:8E8A6<4F78?BF8@C?847BFP
Figura 4.11
IMPORTANCIA
(CBEGHA<7478F78?46B@HA<646<bA8?86GEbA<64
3,0
-2,0
-1,0
1,0
DIFCIL DE MEJORAR
2,0
3,0
FCIL DE MEJORAR
H8AG8 -!(&),('L+
A8?C4F47B8FG4F8@CE8F4FF8;4A68AGE47BCE<A6<C4?@8AG88A?4F6B@HA<646<BA8F 8A
?4G86AB?B:`4;BE4E86BAB68E?4A868F<74778<AI8EG<E8A6B@HA<646<bA8AG8A7<74?<G8E4?@8AG8
FGB FHCBA8 C8AF4E 8FGE4G_:<64@8AG8 FB5E8 ?4 6B@HA<646<bA 4F68A78AG8 L 78F68A78AG8
4F`6B@B8A?478C4EG4@8AG4? FHCBA8C8AF4E8A
4 Recursos Humanos BA
?<A8O4E4?8@C?847B4668FB7<E86GB4<A9BE@46<bAC4E48?
C8EFBA4? G4?L6B@B64@5<B787<E866<BA8F 58A89<6<BF 8G6P
5 Aumento del uso de tecnologa: O%BF 6B@8E6<4?8F G<8A8A @4LBE 4668FB 4 HA4
<A9BE@46<bA46GH4?<M474 ?BDH8?8F4LH74E^4E84?<M4E@8=BEFHGE454=BP
ndice
Figura 4.12
IMPORTANCIA
@8A4M4F78?46B@HA<646<bA8?86GEbA<64
3,0
Carencia de estndares
2,0
o directrices
Construccin de barreras
Falta de estrategia
-3,0
-2,0
1,0
Restricciones tcnicas
-1,0
1,0
DIFCIL DE MEJORAR
2,0
3,0
FCIL DE MEJORAR
H8AG8 -!(&),('L+
%46B@HA<646<bA8?86GEbA<648FG^4@8A4M474464HF478FHCEBC<B_K<GB?_K<GB78?4
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L4AB??8I4A868F4E<4@8AG84?8AG8A7<@<8AGBB4?4466<bA?CEB5?8@4F868AGE48A6BAI8EG<E?4
<A9BE@46<bA8A6B@HA<646<bAE84?
%4A868F<74778E8FB?I8E8FG47<9<6H?G47F8E89?8=48A?4<78AG<9<646<bA CBEC4EG878?BF
8A6H8FG47BF 78?4F4@8A4M4F6?4I88AH8IB ?494?G4788FG^A74E8FF8@H8FGE46B@B8?4FC86GB
@^F 6E`G<6B C4E4 DH8 ?4 7<E866<bA L ?BF 8@C?847BF AB CH874A HF4E ?BF 64A4?8F 8?86GEbA<6BF 78
@4A8E4 8986G<I4 L ;4FG4 ?4F 8@CE8F4F 78 4?G4 G86AB?B:`4 6BAF<78E4A ?4F E8FGE<66<BA8F G_6A<64F
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4 ,<ACEB:E4@4FA<:H`4FO'B8K<FG8A<A:cA@B78?BDH8F8:H<EP
ndice
5 4EE8E4FC4E4454FG868EF8OK<FG8HAFHCH8FGBGB7B8?@HA7B468CG4?4G86AB?B:`4
4HADH8ABF84A868F4E<4P
6 +8FGE<66<BA8FG_6A<64FO)BE8?@B@8AGBABG8A8@BFCHAGBF784668FB8AGB7BF?BF
C4`F8F G4ACEBAGB6B@B4?:H<8AABG8A:44668FB G8A7E8@BFF<FG8@4F7H4?8FP
%4 64E8A6<4 78 8FG^A74E8F L ?BF CEB5?8@4F C4E4 454FG868EF8 F8 C8E6<58A 6BA G4AG4
<@CBEG4A6<46B@B6H4?DH<8E478?4F9BEG4?8M4F C8EB FBA6BAF<78E47BF7<9`6<?8F78@8=BE4EI8E
9<:HE4
FGBCH8788KC?<64EHA4CE8B6HC46<bA6B@cA78?BF8A6H8FG47BFDH8 78ABG8A8E
HA 8A9BDH8 78 A8:B6<B 6BAF<78E4A DH8 ?4 G86AB?B:`4 CH878 ??8:4E 4 F8E HA CEB5?8@4 78 ?4
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7.2. EJEMPLOS DE INTRANETS
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ndice
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ndice
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4 %BFBE78A47BE8F6BA86G47BFCH878AGE4AF98E<E<A9BE@46<bA78HA44BGE4
5 %46B@CHG47BE4F6BA86G474FFBA;8G8EB:_A84F 8F786<E6BEE8A6BAHA4I4E<8747
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6 C?<646<BA8F6B@HA8FC4E4?BFHFH4E<BF6B@B6BEE8B8?86GEbA<6B A4I8:47BE8F
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7.4. INTRANET Y COMUNICACIN INTERNA
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7.4.1. La mejora en los flujos de informacin
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ndice
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??4@47Bplanificador de tareas. 4748@C?847BCH878466878E4_? L6BAFH?G4EDH<_AF88A64E:4
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ndice
CAPTULO 5.
EL PLAN
DE COMUNICACIN INTERNA
Ninguna prueba, ninguna rectificacin
o desmentido pueden anular
el efecto de una comunicacin bien hecha.
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5 8F4EEB??4E8?CEB68FB78A8:B6<46<bA<AG8EA46BA?BFE8CE8F8AG4AG8F78?BF8@C?847BFL
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CB?`G<64F786B@HA<646<bA<AG8EA4C4E4?4FC8EFBA4F78?4BE:4A<M46<bA
Figura 5.1
,86H8A6<478C?4A<9<646<bA78?46B@HA<646<bA<AG8EA4
DEFINICIN DE MISIN
Y CULTURA DE EMPRESA
IMPLANTACIN DE
POLTICAS Y PROGRAMAS
CREACIN DE UN SISTEMA
EFICIENTE DE
COMUNICACIN INTERNA
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M46<bA
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Necesidad de una poltica clara de comunicacin. FG4 7858 F8E 46BE7474 CBE ?4
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ndice
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8 FG45?868EL7BG4E4?4HA<747786B@HA<646<bA78C4EG4@8AGB ^E84 8DH<CB78?BF
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ndice
Figura 5.2
HA6<BA8F78?46B@HA<646<bA<AG8EA4
COMUNICACIN
INTERNA
Elemento
movilizador
y motivador del
equipo
Herramienta
de Gestin
INVOLUCRAR
DIFUNDIR
A todos los
recursos humanos
en una meta y
objetivos comunes
Q Estrategias
Q Polticas
Q Objetivos
ESTRATEGIA
EMPRESARIAL
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ndice
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Figura 5.3
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+/",-
&'.%( "
+.'"(', -%\'/",(,
PLAN DE COMUNICACIN
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'.,-,
+.'"(',
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6BAG8A8E6?4E4@8AG8466<BA8F7878F4EEB??B786474HA478?4F;8EE4@<8AG4FDH8786<74CBA8E8A
CE^6G<64?4BE:4A<M46<bA
1.2. FASES EN EL PROCESO DE ELABORACIN DEL PLAN
1.2.1. Creacin
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4 Auditora de comunicacin interna
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Figura 5.4
4F8F8A?44H7<GBE`4786B@HA<646<bA<AG8EA4
DEFINIR QU
SE QUIERE SABER
ESTABLECER LA
POBLACIN O MUESTRA
QUE CONSULTAR
DISEAR EL CUESTIONARIO
REALIZAR LA AUDITORA
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Figura 5.5
FDH8@478?C?4A786B@HA<646<bA<AG8EA4
OBJETIVO
Integracin en torno
a la misin de la Organizacin
DEFINICIN
DE COMUNICACIN
Documento de
Quines somos?, qu queremos ser? (...)
AUDITORA
DE COMUNICACIN
Fuentes actuales de informacin,
temas demandados, valores y mensajes existentes...
ESTRATEGIA
DE COMUNICACIN
Documento de compromiso de comunicacin.
Objetivos del programa.
PRESENTACIN
ndice
RED FSICA
ESTRUCTURA
DE COMUNICACIN
RED PERSONAL
DE COMUNICACIN
Validacin
Informacin
de retorno
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3.2. EL RESPONSABLE DE LA COMUNICACIN INTERNA
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ndice
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ndice
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Figura 5.6
H4?<7478F8F8A6<4?8F78?BF7<E86GBE8F786B@HA<646<bA<AG8EA489<6468F
CENTRAR LA ATENCIN EN
LO QUE SUCEDE
EN LA ORGANIZACIN
POTENCIAR LAS
CAPACIDAD
DE ADAPTACIN
RELACIONES
CON OTRAS REAS
DE LA ORGANIZACIN
A LAS NECESIDADES
COMUNICATIVAS
CONOCER LAS DIFERENTES
TCNICAS
Y HERRAMIENTAS
DE COMUNICACIN INTERNA
H8AG8+($+
ndice
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ndice
3.1. EL DEPARTAMENTO DE COMUNICACIN INTERNA
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CAPTULO 6
LA COMUNICACIN INTERNA
EN LA EMPRESA ESPAOLA
La verdad se difunde a paso de tortuga;
el rumor se esparce con la velocidad de una liebre.
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Vid.64C`GH?B T
ndice
2. LA COMUNICACIN EN LA ORGANIZACIN
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?4 DH8 CBE FHF C86H?<4E<7478F BE<8AG46<bA 4 ?4 I8AG4 78 5<8A8F L F8EI<6<BF 5cFDH874 78 I4?BE
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CBFG8E<BEGB@478786<F<BA8F
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CE<BE<7478F8A?4<A9BE@46<bA ABCB78E6?4F<9<64E?4 4F`6B@B78F8FG<@4E CBE94?G478G<8@CBB
6BAB6<@<8AGBF 74GBF DH8 CH878A E8FH?G4E 8FGE4G_:<6BF C4E4 ?4 BE:4A<M46<bA 8A FH@4 CH878
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78 ?4 <A9BE@46<bA F8 74 8AGE8 ?4F C8EFBA4F HA4 <A4786H474 <A9BE@46<bA 54F474 8A EH@BE8F B
78F8BF @^F DH8 8A ?4 E84?<747 ?4 8K<FG8A6<4 78 CE8=H<6<BF 468E64 78 ?BF 8@<FBE8F 78 ?4 <A9BE
@46<bA ?4 <A8K46G<GH7 B E8GE4FB 78 ?4F <A9BE@46<bA GE4AF@<G<74 L BGEBF 946GBE8F F<@<?4E8F
;BE474A ?4 @BE4? BE:4A<M4G<I4 CEB@H8I8A ?4 8K<FG8A6<4 78 6BA9?<6GBF L @<A4A ?4 @BE4? 78 ?4F
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Vid.64C`GH?B T
ndice
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8@CE8F4B4?BFE86HEFBF47@<A<FGE46<bA788@CE8F4F 78E86;B B<A6?HFBCF<6B?B:`49E8AG84?4F
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8FG88FGH7<B
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BGE4F ;8EE4@<8AG4F 78 6B@HA<646<bA <AG8EA4 6`E6H?BF 78 64?<747 E8I<FG4 78 8@C?847BF
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89<6468FDH8HG<?<M474F
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89<6468F
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646<bA<AG8EA4 ?H8:BC4E4BE:4A<M46<BA8F6BA?49HA6<bA786B@HA<646<bA<AG8EA478C8A7<8AG8
78? 78C4EG4@8AGB B ^E84 78 6B@HA<646<bA 4H@8AG4 ?4 CEBC8AF<bA 78 DH8 8K<FG4 HA4 C8EFBA4
E8FCBAF45?88FC86`9<64@8AG8C4E478F4EEB??4E466<BA8F786B@HA<646<bA<AG8EA4
88FG8E8FH?G47BF8787H68DH8?BF78C4EG4@8AGBF786B@HA<646<bA 8A:8A8E4? G<8A8A
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?4 A4GHE4?8M4 78 ?4 6B@HA<646<bA ;H@4A4 8 <AFG<GH6<BA4? L F458A CBE ?B :8A8E4? 6B@HA<64EF8
@8=BEDH8BGEBF78C4EG4@8AGBF78?48@CE8F4 CBE?BDH88F@^FCEB545?8DH878FG<A8A4HA4B
I4E<4FC8EFBA4F6BAE8FCBAF45<?<7478FC86`9<64L8K6?HF<I48A8FG864@CB
-4@5<_A 8K<FG8 CEBC8AF<bA 4 6BAG4E 6BA HA4 C8EFBA4 8FC86`9<64 C4E4 ?4F G4E84F 78 ndice
6B@HA<646<bA <AG8EA4 C4E4 ?4F BE:4A<M46<BA8F 6HL4 9HA6<bA 78 6B@HA<646<bA <AG8EA4 78C8A78
78? rea de recursos humanos78?48@CE8F4B<AFG<GH6<bA
A GB7BF ?BF @B78?BF 8FGH7<47BF C4E4 ?4 8K<FG8A6<4 78 HA4 C8EFBA4 4 64E:B 78 ?4
6B@HA<646<bA<AG8EA44H@8AG4?4CEBC8AF<bA494IBE78?48K<FG8A6<478C8EFBA4464E:B78?4
6B@HA<646<bA<AG8EA4C4E4?4F8@CE8F4F9E8AG84?4FBE:4A<M46<BA8FABA
CEB9<G
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FBA@^FCEBC8AF4F46BAG4E6BAHA4C8EFBA48FC86`9<644?64E:B78?46B@HA<646<bA<AG8EA4
-8A<8A7B8A6H8AG4DH8?4;<CbG8F<F!788FG4<AI8FG<:46<bAFHCBA`4DH88K<FG8E8?46<bA
8AGE88?;86;B78G8A8EC8EFBA4464E:B78?46B@HA<646<bA<AG8EA4L8?78C4EG4@8AGBB^E8478?
DH8 78C8A74 ?4 9HA6<bA 78 6B@HA<646<bA <AG8EA4 CH878 49<E@4EF8 DH8 se cumple dicha
hiptesis, 78G4?@B7BDH8
PARA ORGANIZACIONES CON LA FUNCIN DE
COMUNICACIN INTERNA DEPENDIENTE
ORGNICAMENTE DE LAS REAS DE
COMUNICACIN O DE RECURSOS HUMANOS,
AUMENTA LA PROPENSIN A CONTAR CON UN
RESPONSABLE ESPECFICO PARA LLEVAR A CABO
ACCIONES DE COMUNICACIN INTERNA.
646<bA<AG8EA4FBA?BF@^FHG<?<M47BF?:E47B78HG<?<M46<bA8FE8?8I4AG88A6H4AGB4DH8B9E868
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78?4BE:4A<M46<bA8AI`B786BEE8BF8?86GEbA<6BFL7B6H@8AGBF4BGEBF@<8@5EBF78?4@<F@4
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;8EE4@<8AG4FFBA?4F@^FHG<?<M474F ?BDH8<A6?HL8HA4ordenacin787<6;4F;8EE4@<8AG4F.A4
;8EE4@<8AG4 CH878 F8E ?4 @^F HG<?<M474 8A CE<@8E ?H:4E C8EB 8A 8? 64FB 78 HA4 CE8:HAG4
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BGE4F;8EE4@<8AG4F@^FHF474FFG86E<G8E<B78ordenacin Fb?BF8;44C?<647B48FG4CE8:HAG4
78?6H8FG<BA4E<B
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?8F8AHA78?4FBE:4A<M46<BA8F
ndice
8FG464 8? CB6B HFB DH8 4cA F8 ;468 78 ?4F <AGE4A8GF 4HADH8 CBE 8A6<@4 78 ?4F
8A6H8FG4F48@C?847BFBFB6<BF ?BDH8E8FH?G4??4@4G<IB 8A7BFF8AG<7BF
4 )BE HA4 C4EG8 8? ;86;B 78 DH8 ?4F <AGE4A8GF E8CE8F8AG4A HA @864A<F@B
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6<bA8FE8?4G<I4@8AG854=B 8FCE8I<F<5?8DH88FG4F;8EE4@<8AG4FI4L4AF<8A7BHG<?<
M474F6BA@4LBE9E86H8A6<4
5 ABGEB4FC86GB 8?CBE68AG4=878HFB78?4F<AGE4A8GF8FFHC8E<BE4?HFB788A6H8FG4F
4@<8@5EBF78?4BE:4A<M46<bAL785HMBA8FBCEB:E4@4F78FH:8E8A6<4F
%4F ;8EE4@<8AG4F 6?4F<9<6474F 6B@B 78 comunicacin descendente FHCBA8A HA4 I8M
CBA78E47B 8? BE78A 78 CE898E8A6<4 78 HFB 78 GB74F ?4F ;8EE4@<8AG4F ?4F @^F ;45<GH4?8F 8A ?4
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6B?45BE47BE8F@87<4AG8<AFGEH@8AGBF786B@HA<646<bADH8GE4AF@<G4AGB7BG<CB78<A9BE@46<bA
64EG4F 6<E6H?4E8F G45?bA784I<FBF8A?4F878FB6<4? 5B?8G<A8F<AG8EABF
K<FG8 4cA CB6B ;^5<GB 78 HFB 78? 6BEE8B 8?86GEbA<6B 8A ?4F 8@CE8F4F 6BA 64C<G4?
8FC4aB?88AGE8GB74F?4FBE:4A<M46<BA8F 8?@8ABECBE68AG4=878HFB78?6BEE8B8?86GEbA<6B;4
6BEE8FCBA7<7B48@CE8F4F8FC4aB?4F CBE7854=B<A6?HFB78?4FBE:4A<M46<BA8FABA
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78?BDH8CH878786<EF8DH8?4FBE:4A<M46<BA8F78@8ABF78FB6<BFB8@C?847BFFBA@^F
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ndice
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6H?GHE4 BE:4A<M4G<I4 BE<8AG474 4 ?BF I4?BE8F 78 :8FG<bA 5H8ABF E8FH?G47BF 86BAb@<6B
9<A4A6<8EBF 6BEE86GBF L 4786H47BF @864A<F@BF 78 :8FG<bA L ?4 CEB9HF<bA 78 HFB 78
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?B DH8 F8 468CG4 DH8 la herramienta de comunicacin interna elegida va estar en relacin
directa con la cultura que la organizacin haya declarado que posee.
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7. ANLISIS DE LA SEGMENTACIN
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BIBLIOGRAFA
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Diccionario de Ciencias y Tcnicas de la Comunicacin. &47E<7 7<6<BA8F
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El libro de familia. Manual de cultura empresarial.4E68?BA4 '!!BG8?8F
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La imagen corporativa. Teora y metodologa de la identificacin institucional.
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A social psychology mof group processes form decision-making.
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