La comunicación estratégica en la gestión del ecosistema de innovación


Por: Vega-Almeida R.L., Cossío-Cárdenas G., Iglesias-Alfonso C., Arencibia-Jorge R.
Publicada: 1 ene 2022
Resumen:
Companies coexist in an environment with a high level of uncertainty. The scenario is characterized by the influence of multiple factors, which determine the need to assume the new paradigm of sustainable innovation. The adaptive capacity must be guaranteed in the face of constant changes, through the articulation of the four dynamic aspects-emergence, competition, co-evolution and resilience-of the innovation ecosystem. This is supported by strategic communication, in a dialogic, interactive and bidirectional relationship between the organization, the actors and their context. The objective of the work was to implement the communication process in the Integrated Innovation and Surveillance and Intelligence Management System (SIGIVeI) of the Information Technology Enterprise (ETI) of BioCubaFarma, during the year 2020, based on the strategic model. The research was based on the current legal and regulatory framework, the business and communication strategy, the scope and objectives of the integrated system and the needs of stakeholders. Paul Capriotti's methodology was used and its three phases were developed: diagnosis, plan design and implementation. Communication was covered as a transversal, transparent and dynamic process of SIGIVeI. This allowed the transition from a traditional approach, oriented to dissemination, to a strategic communication model, in the synergy between the social, cognitive, affective and conative dimensions, leading to decisive action. The fulfillment of the success indicator in the period, based on a flexible and adaptable implementation to internal and external influences, contributed to consolidate the entrepreneurial innovation ecosystem. © 2022, Centro Nacional de Informacion de Ciencias Medicas. All rights reserved.
Filiaciones:
Vega-Almeida R.L.:
 Empresa de Tecnologías de la Información (ETI), Grupo Empresarial BioCubaFarma, La Habana, Cuba
Cossío-Cárdenas G.:
 Empresa de Tecnologías de la Información (ETI), Grupo Empresarial BioCubaFarma, La Habana, Cuba
Iglesias-Alfonso C.:
 Centro de Histoterapia Placentaria (HISPLACEN), Grupo Empresarial BioCubaFarma, La Habana, Cuba
Arencibia-Jorge R.:
 Centro de Ciencias de la Complejidad C3, Universidad Nacional Autónoma de México (UNAM), Mexico
ISSN: 23072113
Editorial
Centro Nacional de Informacion de Ciencias Medicas, Cuba
Tipo de documento: Article
Volumen: 33 Número:
Páginas:

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