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Roberto Cortez

In: Business and Management

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UNIVERSIDAD NACIONAL MAYOR DE SAN MARCOS
FACULTAD DE LETRAS Y CIENCIAS HUMANAS
Escuela Académico Profesional de Comunicación Social

Curso: Empresa de Comunicación I
Prof.: Abel Santibáñez Collado

Análisis del Primer Caso:
“Roberto Cortes” Challco Tello, Leonardo
Flores López, Carol Ann
Ludeña Ocas, Daniel
Peralta Candela, Andrea
Vidarte Rojas, Jordani J.
Villarroel Bolaños, Miluska S.

Domingo 12 de abril de 2015

Hechos
Un hecho es un hito importante en la organización. * Descenso continuo de las ventas en los últimos seis meses.

Cita: “Estamos atravesando momentos muy difíciles. Rotemax es una empresa importante de alta tecnología en un sector competitivo y las ventas no han dejado de descender en los últimos seis meses.” * Búsqueda de un representante de ventas.

Cita: “Llevo un mes tratando de encontrar un representante fuera de serie para aumentar a mi fuerza de ventas…” * La empresa tiene planeado concursar por el contrato con el ministerio de Defensa.

Cita: “En el disco estaban grabados datos de coste de una oferta para presentar a un concurso del Ministerio de Defensa en el que estaban en juego muchos millones. A este concurso nuestra compañía pensaba también concurrir”. * Rumores existentes sobre posibles cambios en los puestos.
Cita: “Desde que entré en la empresa, hace ya doce años, ha habido rumores insistentes acerca de una serie de cambios que se producirían cuando se retirara el vicepresidente para marketing y ventas. Ahora está a punto de producirse”. * El director comercial y vicepresidente de marketing se encuentran ausentes.

Cita: “Mi jefe fue a Chicago, a la central y no hay forma de comunicarse con él {…} el vicepresidente de nuestra división está en proceso de retiro y parece mentalmente bloqueado para los asuntos de la compañía”.

Problemas
Un problema es todo aquello que no se ajusta a lo planificado. * Se nos presenta información filtrada.

Descripción: Un disco cuyo contenido era información confidencial de la anterior empresa, perfiles de los clientes, costes de oferta para un concurso público, entre otros. * No se sabe cómo actuar frente a un problema de ética
Descripción: Roberto Cortés cae en un conflicto interno al no saber si contratarlo o no. No sabe cómo actuar frente a esta situación. * Falta de un código/reglamento ético de la empresa

Las dudas de Roberto Cortés le llevan a realizar un sinnúmero de consultas a diversos miembros de la misma empresa en la que trabaja, pero los puntos de vista de cada uno de los consultados son totalmente diferentes. Esto es originado porque no hay una perspectiva clara entre los miembros de empresa sobre lo correcto e incorrecto en la toma de decisiones dentro de la empresa

* Ineficiente cultura organizacional

Cita: “Al presidente apenas lo conozco y, no tengo ni idea de cómo piensa en asuntos de ética.”

Soluciones
Soluciones desde el punto de vista de la comunicación. * No contratar al postulante

Análisis: Contratar al postulante puede ser una de las soluciones más fáciles y sencillas a corto plazo, a fin de incrementar los resultados de las ventas y salir del apuro en la que se encuentra. Pero, a largo plazo, podría significar una pérdida invaluable en la imagen de la empresa y, por tanto, un costo muy alto para su reputación: activos invaluables para cualquier organización.

De contratarse al postulante se podría descubrir en un tiempo el robo de información privada de la otra empresa, lo que generaría riesgos y una posible crisis (denuncias, penalidades, etcétera). Todo esto sería mortal para nuestra empresa: perderíamos toda nuestra buena imagen y el capital económico. Por otro lado, está el análisis al postulante. Se presenta como el candidato ideal, pero no se logra verificar lo que señala. Al querer entregar la información de la otra empresa, mostró deshonestidad en sus intenciones y motivaciones. A pesar de ser un excelente vendedor, sus costumbres no eran las adecuadas y, contratarlo, afectaría a la organización. No existen pruebas sobre la confiabilidad de su información y, además, la empresa corre el riesgo de sufrir un robo de información similar en el futuro. * Redefinir la misión, visión, valores y objetivos de la organización

Análisis: Encontramos necesario redefinir estos cuatro puntos ya que guiarán a los colaboradores de la empresa a fin de tomar decisiones que vayan de la mano con estos cuatro máximas presentes en cada organización.

* Crear un código de ética y un manual de organizaciones y funciones (MOF) para la empresa

Análisis: En el caso presentado por Roberto Cortes hemos encontrado un conflicto interno en el personaje, al no saber cómo actuar frente al problema presentado. Apenas conoce al presidente de la organización y no tiene muy claro qué hacer. Notamos, claramente, la ausencia de un código ético. Por ello una solución ante este problema sería crear uno: en él se explicarían los valores, principios y las reglas de actuación de la empresa. Asimismo, uno de los objetivos principales de un MOF consiste en determinar las responsabilidades de los integrantes dentro de la organización. Además, nos permite conocer de manera integral a la organización con el fin de generar acciones que beneficien tanto a este como a la sociedad. * Desarrollar una campaña que mejore la comunicación interna y, a partir de allí, crear una fuerte cultura organizacional. Análisis: Hemos encontrado que no hay una eficiente comunicación interna dentro de la organización, lo cual ha generado la débil cultura organizacional presentada en este caso. Roberto Cortés no pudo comunicarse con su jefe, y pocas veces tuvo contacto con el presidente de la empresa. Asimismo, señaló que existían rumores en la organización desde hace años. Ante estos problemas, se propone desarrollar una campaña de comunicación dentro de la organización. Esta campaña incluye talleres, capacitaciones, dinámicas grupales y eventos internos con el objetivo de generar y fortalecer una eficiente comunicación interna entre los colaboradores y los altos cargos a fin de tener una visión más clara de la empresa. Este caso debe ser aprovechado para fortalecer la comunicación interna y, de esta manera, no volver a pasar por el mismo dilema. La imagen y la reputación son los activos intangibles más importantes de la empresa. Y, nosotros, como comunicadores, debemos evitar a toda costa que se encuentren en riesgo. Siempre hay que tener presente que los comunicadores no generamos ingresos, pero evitamos pérdidas.

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