Abstract
Communications agencies are private organizations that have a fundamental role in marketing and communication markets. Following this perspective, this study, with the support of Social Network Analysis tools, the structure of an agency will be modeled with the purpose of identifying the most important actors and its relationships, and show its interdependence with the workflow of the production chain. To achieve compatible results with the organization goals, it is important that their areas or teams relate with one another so as to optimize their production processes. With support of the Ucinet® software and its integrated module NetDraw®, this paper describes through a case study, how to implement this innovative approach and follow the evolution of the network in order to improve their operational performance. The results pointed out an increase in productivity after the analysis and change in the organization’s internal communication.
Chapter PDF
Similar content being viewed by others
References
ABAP. A indústria da comunicação no Brasil, http://webserver.4me.com.br/wwwroot/abap/publicacoes.html
IBOPE. Meios de comunicação (2012), http://www.almanaqueibope.com.br/asp/busca_docInfo.asp
IBGE. Indicadores econômicos, http://www.ibge.gov.br/home/estatistica/indicadores/pib/defaultcnt.shtm
Corrêa, R.: Planejamento de propaganda. Global, São Paulo (2004)
Sant’Anna, A.: Propaganda: teoria, técnica e prática. Pioneira, São Paulo (2000)
Quirke, B.: Making the connections: using internal communication to turn strategy into action. Gower Publishing Limited, Hampshire (2008)
Cross, R., Thomas, R.J.: Driving results through social networks: how top organizations leverage networks for performance and growth. John Wiley & Sons, San Francisco (2009)
Granovetter, M.: The strength of weak ties. American Journal of Sociology 78, 1360–1380 (1973)
Christakis, N.A., Fowler, J.: Connected: the surprising power of our social networks and how they shape our lives. Little, Brown and Company, New York (2009)
Cross, R., Parker, A., Prusak, L., Borgatti, S.P.: Knowing what we know: Supporting knowledge creation and sharing in social networks. Organizational Dynamics 30, 100–120 (2001)
Angeloni, M.T.: Comunicação nas organizações da era do conhecimento. Atlas, São Paulo (2010)
Kotler, P., Kartajaya, H., Setiawan, I.: Marketing 3.0: from products to customers to the human spirit. John Wiley & Sons, Hoboken (2010)
Kock, N., Verville, J., Danesh-Pajou, A., Deluca, D.: Communication flow orientation in business process modeling and its effect on redesign success: Results from a field study. Decision Support Systems 46, 562–575 (2009)
Miguel, P.A.C., Fleury, A., Mello, C.H.P., Nakano, D.N., Turrioni, J.B., Ho, L.L., Morabito, R., Martins, R.A., Pureza, V.: Metodologia de pesquisa em engenharia de produção e gestão de operações. Elsevier, Rio de Janeiro (2010)
Lazzarini, S.G.: Empresas em rede. Cengage Learning, São Paulo (2008)
Cross, R., Cummings, J.N.: Tie and network correlates of individual performance in knowledge intensive work. Academy of Management Journal 47, 928–937 (2004)
Borgatti, S., Everett, M., Freeman, L.: UCINET for Windows: Software for social network analysis. Analytic Tecnologies, Harvard (2002)
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2013 IFIP International Federation for Information Processing
About this paper
Cite this paper
Waker, R.A., Neto, M.M., Conceição, A.H.Q. (2013). An Innovative Way to Add Value to Organizations: People Relationship Modeling. In: Prabhu, V., Taisch, M., Kiritsis, D. (eds) Advances in Production Management Systems. Sustainable Production and Service Supply Chains. APMS 2013. IFIP Advances in Information and Communication Technology, vol 415. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-41263-9_45
Download citation
DOI: https://doi.org/10.1007/978-3-642-41263-9_45
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-41262-2
Online ISBN: 978-3-642-41263-9
eBook Packages: Computer ScienceComputer Science (R0)