Comunicação e Governança Corporativa: a informação on-line das empresas do Novo Mercado com o investidor pessoa física

• Ano de defesa: 2008
• Autor(a) principal: Pavin, Nilton
• Orientador(a): Bueno, Wilson da Costa
• Banca de defesa: Galindo, Daniel dos Santos , Giacomini Filho, Gino
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Metodista de São Paulo
• Programa de Pós-Graduação: PÓS GRADUAÇÃO EM COMUNICAÇÃO
• Departamento: Processo Comunicacionais
• País: BR
• Palavras-chave em Português: Novo Mercado; Governança Corporativa; Sites de RI; Relações com o Investidor; Comunicação Corporativa
• Palavras-chave em Inglês: New Market; Corporate Governance; IR Websites; Investor Relations; Corporate Communications
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede.metodista.br/jspui/handle/tede/814

The purpose of this study is showing that clear semantics and user-friendly navigability on IR websites are essential to communicate with single investors as well as their understanding of the Good Corporate Governance Practices adopted by firms that joined Bovespa s Novo Mercado. This work is divided into four stages. The first chapter explains what Corporate Governance is and how this concept was implemented in Brazil, introduces the stock market, Bovespa s Novo Mercado (New Market) and discusses subjects related to the financial sector. Next, it focuses on the evolution of corporate communications and how the organizations had to adapt their corporate culture and communications channels due to the ongoing and non-stop series of transactions (mergers & acquisitions and incorporations) that has been happening in Brazil since 1994, after Plano Real. This process enabled a geopolitical, cultural, economical and social alteration within corporations. Still in this chapter, the study shows the communications channels characteristics used by corporations in order to interact with their key public. Also, it displays how the internet and all digital media have integrated in this corporate process, the relationship with the investors, IR websites of the New Market firms and individual investor s profile. At last, the study shows the evaluation of IR websites, adopted criteria in order to examining homepage and further pages construction. At this point, the goal was to evaluate clear semantics, that is, the way the information is delivered to individual investors, the accessibility of this communication channel such as the number o clicks needed to obtain access to any piece of information and if the websites have specific areas for this public. Finally, the results are presented, as well as an analysis of corporate communication before and after joining Bovespa s New Market and the final conclusions.(AU)