Impacto de la comunicación intercultural en la competitividad para las empresas de la industria cervecera en Ciudad Juárez
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Universidad Santo Tomás seccional Bucaramanga
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El artículo deriva de un estudio basado en la relación entre la comunicación intercultural y la competitividad en la industria cervecera, escrito bajo distintas perspectivas, tanto a nivel empresarial como a nivel cliente, para ofrecer un panorama de la relación constituida por elementos culturales, comunicativos y competitivos, con el objetivo de identificar la influencia de la comunicación intercultural para la competitividad. El trabajo se basa en un método cuantitativo con un enfoque descriptivo, correlacional y parte de la generación de nuevos factores para aumentar la competitividad de las organizaciones, que plantean un nuevo horizonte de soluciones. Los resultados muestran opiniones inversas para la sensibilidad a las actitudes y cambios en las necesidades de los clientes, resultando interesante que los valores culturales de una determinada población son conocimiento esencial para las empresas al enviar mensajes a sus clientes potenciales, además de resultar significativo el uso de estos valores para la producción de nuevos diseños de sus productos. Actualmente, la percepción de la relación entre la comunicación intercultural y la competitividad resulta ser interesante y es evidente que en la industria cervecera es fuerte.
The article derives from a study based on the relationship between intercultural communication and competitiveness in the beer industry, conducted under different perspectives both at the business level and at the client level, offering an overview of the relationship constituted by cultural, communicative and competitive, with the objective of identifying the influence of intercultural communication for competitiveness. The study is based on a quantitative method with a descriptive, correlational approach and part of the generation of new factors to increase the competitiveness of organizations, which pose a new horizon of solutions. The results show inverse opinions for the sensitivity to attitudes and changes in the needs of their clients and it is interesting that the cultural values of a given population are essential knowledge for companies when sending their messages to their potential clients, in addition to being significant the use of these values to produce new designs of their products. Currently, the perception of the relationship between intercultural communication and competitiveness is interesting and in the beer industry it is strong.
The article derives from a study based on the relationship between intercultural communication and competitiveness in the beer industry, conducted under different perspectives both at the business level and at the client level, offering an overview of the relationship constituted by cultural, communicative and competitive, with the objective of identifying the influence of intercultural communication for competitiveness. The study is based on a quantitative method with a descriptive, correlational approach and part of the generation of new factors to increase the competitiveness of organizations, which pose a new horizon of solutions. The results show inverse opinions for the sensitivity to attitudes and changes in the needs of their clients and it is interesting that the cultural values of a given population are essential knowledge for companies when sending their messages to their potential clients, in addition to being significant the use of these values to produce new designs of their products. Currently, the perception of the relationship between intercultural communication and competitiveness is interesting and in the beer industry it is strong.
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Comunicación intercultural, competitividad, Ciudad Juárez, Intercultural communication, competitiveness, Ciudad Juárez
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Derechos de autor 2020 Revista Lebret