O que eu digo os outros entendem ? : o papel da cultura e instituições na decodificação da comunicação interna.

Abstract

Globalization and the process of interconnection of trade, economic, political, social and cultural relations manifested a new market. With the opening of the market, several companies took international routes and changed their perspectives, in search of knowledge, market diversification, productive advantage, search for customers. There are several factors, everything depends on the strategic reason that the organization has. This process collides on the cultures of the localities, organizations and impacts on the internal communication between the matrix and the subsidiary. Therefore, this study aims to investigate the organizational environment of a Brazilian company which have internationalized and analyze the influences that impact the internal communication between matrix and subsidiary. To reach this objective, the present exploratory/qualitative research was realized through a case study at the company Chemistry, located in Rio Grande do Sul, which is an advanced internationalization company that has already achieved seven Countries including Brazil, Argentina, Chile, Colombia, Mexico, Peru and China. As the case in study aimed to study the matrix and a subsidiary, it was chosen to research the Argentine subsidiary, the first unit that composed the process of internationalization in 1997. The interviews were carried out at the matrix and in the subsidiary with a semi-structured script, with main members of the plants. Thus, the obtained results showed that the internal communication is a strategic factor within an internationalized organization, the organization studied carries out internal communication programs, however lack for the managers to believe in the potential of communication for a company. It was verified that the language is a key issue, the use of the same language should be treated in a main way, just as the knowledge of a standard language should be dominated by everyone in the organization. Chemistry has defined Portuguese as official language, however Spanish is used, even without the domain of the language by the employees. In this aspect it's verified the noises that can arise and the delays of the activities day by day. At the end of this study it is possible to observe the discussion of the results, the managerial implications, academic, limitations of the study and suggestions for future studies.