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El Diseño en la gestión de la comunicación y de la identidad de la empresa. El caso de la Región de Valparaíso-Chile
| Content Provider | Semantic Scholar |
|---|---|
| Author | Castillo, Rossana Silvana Bastías |
| Copyright Year | 2017 |
| Abstract | This article analyzes the contribution of design to the management of the company communication and identity taking as a case study manufacturing and technological companies, and niche tourism services in the Region of Valparaíso-Chile that have integrated this discipline to their management. Together with the field observation and the documentary analysis, a semistructured interview was conducted with ten senior managers of these companies. The statistical analysis results of the structured data of the interviews allowed to conclude that for these companies and services: a. Design adds value to the management of identity and corporative communication; b. The brand is a key component in the contribution of Design, and c. Managing their communication and their identity affects the differentiation, positioning and development of the company in the market. |
| Starting Page | 11 |
| Ending Page | 31 |
| Page Count | 21 |
| File Format | PDF HTM / HTML |
| DOI | 10.17151/kepes.2017.14.15.2 |
| Volume Number | 14 |
| Alternate Webpage(s) | http://200.21.104.25/kepes/downloads/Revista15_2.pdf |
| Alternate Webpage(s) | https://doi.org/10.17151/kepes.2017.14.15.2 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
