Estado del DIRCOM y empresas consultoras especializadas en comunicación, Santa Cruz de la Sierra - Bolivia.

Abstract

La investigación analiza el estado del DirCom y las Empresas consultoras en Comunicación Estratégica dentro del departamento de Santa Cruz. Los resultados destacan que la comunicación corporativa es cada vez más valorada y estratégica, debido a la participación y protagonismo corporativo en la economía y a la digitalización. Sin embargo son muchos los retos en los que hay que trabajar para consolidar a la comunicación como parte fundamental de la estrategia corporativa e institucional.

The objective of this paper was to analyze The State of DirCom and The Companies Consultants in Strategic Communication within the department of Santa Cruz. It was therefore necessary to review and analyze The State of the Directors of Communication "DirCom" and the Companies Consultants in Communication, their role in this growing business sector, progress that has corporate communication in relation to the recent years, its strategic position, explain results within organizations, identifyinghow has established corporate culture and analyze whether current intangible assets are valued. The results mainly emphasizes that the Corporate Communication is increasingly valued and strategic, due to corporate participation and role in the economy and digitization.