Internal communication and the building of organizational culture in winning sports teams: FC Barcelona case study
DOI:
https://doi.org/10.11606/issn.2238-2593.organicom.2013.139195Keywords:
Organizational culture. Sports marketing. Sports clubs. Elite sport. FC Barcelona.Abstract
The role of sports organizations in Brazil gained special importance in recent years. The relevance of the strategic planning of these entities has increased the need for investment in communication strategies hitherto neglected. The most sensitive aspect of these strategies was noticed only in marketing communication. The building of an organizational culture that enables leveraging an identity that aggregates all stakeholders of these institutions is still neglected. The purpose of this article is to analyze, taking the example of FC Barcelona, the role of internal communication in building a model of organizational culture that delivers sports and market results.
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