La comunicación como estrategia generadora de confianza en los emprendimientos

• Autores: Lizbeth Suarez, Jenny Maldonado
• Localización: INNOVA Research Journal, ISSN-e 2477-9024, Vol. 3, Nº. 1, 2018, págs. 95-107
• Idioma: español
• Títulos paralelos:
  • Communication as a confidence generating strategy in the enterprises
• Enlaces
  • Texto completo (pdf)
• Resumen

  • Communication is a strategy that generates confidence in entrepreneurship, the capacity to influence individuals and the ability to generate and maintain trust, as well as losing it, when there is inconsistency between what is said and done, or when messages are communicated. Perceived as unattainable promises or manipulative dyes. Communication is a process of the human being in which different actors interact, the social structure gives way to various types of communication. The enterprises are organizations with immediate adaptation capabilities, to respond to the changing needs of different environments, the objective of the research is "Analyze communication as a strategy that generates confidence in the enterprises." Three phases, methodology, development and conclusive aspects have been developed to address the theme. In the first one, we have selected databases, keyword search, abstract analysis and selection of three articles related to the topic. In the second that corresponds to the development, the entrepreneurship was considered from the conceptualization of some authors related to this field of knowledge as well as the description of this sector of the economy in Ecuador and the governmental actions to manage it, then the communication since The cognitive psychological perspective on the effectiveness of communication and the correlation between them.

    Finally, trust was analyzed as an element of social integration that determines the procedure of the people in activities, especially in the work, that the mentioned author proposes communication strategies to generate confidence.