Publicidad y comunicación organizacional

Las prácticas comunicativas de las ONG y sus formas de comunicar tienen una importante influencia en la imagen y el compromiso que la sociedad actual adquiere respecto a las situaciones en las que estas organizaciones trabajan. Este estudio trata de esbozar un estado de la cuestión en un momento en el que estas estrategias comunicativas están en proceso de redefinición, debate e incluso polémica.

Las peculiaridades de este ámbito de la comunicación reclama una reflexión interdisciplinar como forma de adentrarnos de manera más efectiva en su complejidad, ya que sus consecuencias se vinculan con los valores y los símbolos en los que se reconoce nuestra cultura actual. Desde estos objetivos, este libro combina un talante teórico y conceptual con estudios de campo o análisis concretos que tratan de dar claridad a sus conclusiones y propuestas.

Este libro recoge las principales conclusiones del proyecto de investigación titulado El negocio publicitario en la sociedad digital: estructura de agencia, perfiles profesionales y nuevas tendencias creativas (Plan de Promoción Universitat Jaume I P1-1B2115-27), que duró desde el año 2015 hasta el 2018. En este periodo se llevó a cabo un estudio sobre los panoramas actual y futuro del sector de la publicidad en la Comunidad Valenciana, cuya evolución ha generado cambios sustanciales tanto en los servicios ofertados como en la estructura de las empresas de comunicación publicitaria. También se analizó el surgimiento y la evolución de los perfiles profesionales así como los métodos de trabajo, aspectos todos ellos de interés para el campo académico y el profesional.

Why an organization's response to digital disruption should focus on people and processes and not necessarily on technology.

Digital technologies are disrupting organizations of every size and shape, leaving managers scrambling to find a technology fix that will help their organizations compete. This book offers managers and business leaders a guide for surviving digital disruptions—but it is not a book about technology. It is about the organizational changes required to harness the power of technology. The authors argue that digital disruption is primarily about people and that effective digital transformation involves changes to organizational dynamics and how work gets done. A focus only on selecting and implementing the right digital technologies is not likely to lead to success. The best way to respond to digital disruption is by changing the company culture to be more agile, risk tolerant, and experimental.

The authors draw on four years of research, conducted in partnership with MIT Sloan Management Review and Deloitte, surveying more than 16,100 people and conducting interviews with managers at such companies as Walmart, Google, and Salesforce. They introduce the concept of digital maturity—the ability to take advantage of opportunities offered by the new technology—and address the specifics of digital transformation, including cultivating a digital environment, enabling intentional collaboration, and fostering an experimental mindset. Every organization needs to understand its “digital DNA” in order to stop “doing digital” and start “being digital.”

Digital disruption won't end anytime soon; the average worker will probably experience numerous waves of disruption during the course of a career. The insights offered by The Technology Fallacy will hold true through them all.

A book in the Management on the Cutting Edge series, published in cooperation with MIT Sloan Management Review.

Este libro realiza un recorrido en torno a la responsabilidad social corporativa (RSC) y su gestión. Comenzando por los motivos que han propiciado su actual auge, realiza después un análisis teórico de la RSC y algunos conceptos afines, para finalmente llegar a un modelo de gestión que detalla cada una de las fases que se requieren para su integración transversal en toda la organización. Se trata de una obra de ágil lectura que está dirigida tanto a estudiantes como a investigadores y profesionales de este campo.

How organizations can adapt to a constantly changing business environment by being flexible but focused, embracing change, and moving fast.

In the new digital world, the unknowns are never-ending. Our ability to embrace the demands of change has become a prerequisite for success. It's not easy. We don't work the way we did last year. Next year, it will all change again. If an organization doesn't embrace the realities of change, it will be under siege from those that do. Who Wins in a Digital World explains how organizations can adapt to a constantly changing business environment by being flexible but focused, embracing change in all its messiness, and moving fast.

In articles that originally appeared in MIT Sloan Management Review, experts from business and academia discuss digital adaptability, explaining how both organizations and individuals need the ability to excel in what their roles will become as technology and their competitive ecosystem evolve. They highlight strategies and mindsets that can foster change, including boldness in the face of digitization, a focus on collaboration, and an artificial intelligence game plan. And they explore the need for speed, with one contributor declaring: “Implement first, ask questions later (or not at all).”

Once an organization accepts the fact that technological change is ongoing and inevitable, it becomes more about opportunity and less about challenge. This book shows that change can be stimulating, exhilarating, and something to be welcomed.

Contributors Stephen J. Andriole, Jacques Bughin, Thomas H. Davenport, Nathan Furr, Lynn J. Good, David Kiron, Edward E. Lawler III, Vikram Mahidhar, Paul Michelman, Jeanne Ross, Paul J. H. Schoemaker, Andrew Shipilov, Charles Sull, Donald Sull, Philip E. Tetlock, Stefano Turconi, Nicolas van Zeebroeck, Peter Weill, Thomas Williams, Stephanie L. Woerner, Christopher G. Worley, James Yoder