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Septiembre-octubre de 2019, vol. 28, núm. 5
Comunicación organizacional / Organizational communication

The role of communication in organizational culture. Is there a pattern in Spanish fashion companies?

Paloma Díaz-Soloaga

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Abstract: The link between organizational culture and efficiency has been widely studied in academia as there is great interest in finding out whether strong and balanced cultures lead to better long-term performance. The aim of this article is to carry out a preliminary analysis of the internal culture of the Spanish fashion sector, focusing particularly on communication as a driving force behind this process. With regard to methodology, we opted for applying an initial factor analysis of the opinions of seven experts and a subsequent one with 40 executives and middle managers in the sector. The findings show that the type of culture in the Spanish fashion companies studied, depends on a range of factors, the role of communication being worth highlighting in the case of the experts, while in the case of executives and middle managers, the so-called emotional salary stands out as an important factor.

Keywords: Organizational culture; Organizational communication; Corporate communication; Internal communication; Intangible management; Labour climate; Creative industries; Fashion; Corporate identity; Companies; Managers.