Comunicación interna y pymes comerciales: estudio de caso almacenes electro hogar.

Abstract

This research examines the methods and channels of internal communication in Small and Medium Enterprises (SMEs), focusing on Almacenes Electro Hogar, a commercial company located in the province of El Oro, Ecuador. The company, which has 137 employees, has experienced significant growth since its founding in 2012. However, this growth has brought challenges in managing internal communication, which is the primary focus of this study.

The research employs a mixed methodology, including interviews, surveys, and mapping of channels and communication flows to diagnose the current state of internal communication within the company. The results revealed a significant correlation between internal communication and productivity. It was observed that errors and barriers in communication hinder the work environment, negatively impacting business effectiveness. These findings highlight the importance of implementing strategies and actions to improve internal communication and the work climate at Almacenes Electro Hogar.

Internal communication is a crucial process for cohesion and operational efficiency within an organization. It facilitates the flow of information between different hierarchical levels and departments, allowing for the transmission of instructions and policies from upper management to employees, while also fostering feedback, participation, and staff commitment to organizational objectives. Effective internal communication is essential for aligning members of the organization with its vision and mission, resolving conflicts, improving team morale, and promoting a collaborative work environment. In today’s context, where digital transformation and adaptation to change are constant, maintaining effective internal communication is even more crucial to ensure everyone is informed and aligned with the strategies and changes being implemented.

Julka A. (2021) defines internal communication as the transmission, reception, and circulation of information among collaborators, which can occur through traditional or digital channels, whether written or oral. Martínez (2015) expands this definition to include information exchanges within an organization, encompassing downward messages (from management to employees), upward messages (from employees to management), and lateral messages (between colleagues). This process involves not only the transmission of information but also the construction of meanings and the formation of interpersonal relationships.

Internal communication has become a fundamental pillar for the success of companies, especially for SMEs. The way an organization manages its internal information flows can significantly impact its performance, cohesion, and ability to adapt to changes. This research focuses on analyzing and proposing improvements in internal communication at Almacenes Electro Hogar, aiming to address the challenges and deficiencies identified.

In the context of SMEs, where resources are limited and the organizational structure is less formal, internal communication becomes even more relevant. These companies rely heavily on the clarity and fluidity of information to coordinate activities, resolve problems, and make strategic decisions. Effective internal communication can enhance a sense of belonging and commitment among employees, which is crucial for the long-term success of the company. Martínez J. (2020) emphasizes that communication facilitates the basic functions of management: planning, organizing, directing, and controlling, allowing organizations to achieve their goals and overcome challenges.

Almacenes Electro Hogar specializes in selling household appliances across several cantons in El Oro, including Machala, Pasaje, Santa Rosa, among others. With a team of 137 employees and significant growth in recent years, the company faces challenges in managing its internal communication. A preliminary diagnosis, based on participant observation within the company, identified deficiencies such as a lack of clear communication channels, inadequate feedback, and low employee participation in decision-making.

These issues are not unique to Almacenes Electro Hogar but reflect a common trend in many rapidly growing SMEs that lack an adequate internal communication infrastructure. Ineffective communication can lead to misunderstandings, internal conflicts, and decreased productivity and job satisfaction. Therefore, it is essential to conduct an analysis to address these deficiencies and promote more effective communication within the organization. Martín, C. (2021) notes that many organizational problems are related to poor internal communication management, which can negatively impact the company’s image, productivity, and work climate.

The study aims to identify the main barriers and challenges to develop a comprehensive strategy that includes appropriate channels, methods, and tools for improving internal communication at Almacenes Electro Hogar. It also seeks to determine methods for applying and evaluating the impact of the proposed improvements. The research will use a mixed methodology combining qualitative and quantitative techniques, starting with a literature review on best practices and theories in internal communication for SMEs. Following this, a diagnostic evaluation will be conducted at the company through surveys and interviews with employees and managers to assess various communication-related variables.

Surveys will measure aspects such as message clarity, frequency, accessibility of information, and employee satisfaction with current communication channels. Qualitative interviews will provide a deeper understanding of perceptions and experiences related to current internal communication. Based on the results, a proposal for improvement will be developed, including implementing communication actions, training staff in communication skills, and creating clear policies and procedures for information management.