Comunicación estratégica para la construcción de una meta-cultura organizacional inclusiva como modelo de competitividad para la ciudad de Santa Marta

Abstract

In the context of competitiveness as a differentiating factor of the long-term sustainability, this research aims to identify the variables that affect the implementation of inclusive organizational models from the corporate philosophy, organizational culture and its relationship with other sectors of society, as identify possible communication strategies that promote this model in the city of Santa Marta, Colombia. In this way it seeks to contribute to improving the quality of life and socio-economic development of the city of Santa Marta on the Caribbean coast of Colombia, which has one of the highest rates of displaced population with 40% of the total of its population (Departamentd de prosperidad, 2012); as well as one of the highest rates of unemployment and poverty in the country; as a consequence of high social impact caused by displacement in Colombia as a result of socio-political violence in decades. The private sector and the public sector have a high commitment to creating opportunities for inclusion this population in the productive dynamics of the regions in which interact in such as a way to contribute significantly in improving the quality of life of these populations and therefore in economic and social development of this region and country.