AVALIAÇÃO DA VISÃO INTERNA DA IMAGEM DE AUTARQUIAS FEDERAIS: ESTUDO DE CASO DA COMISSÃO NACIONAL DE ENERGIA NUCLEAR

• Ano de defesa: 2012
• Autor(a) principal: Silva, Mauricio Santarosa Pereira da
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Programa de Pós-graduação em Sistemas de Gestão; Segurança do Trabalho, Meio-ambiente, Gestão pela Qualidade Total
• Palavras-chave em Português: Gestão da marca; Imagem Institucional; Autarquias; CNEN; Branding; Institutional Image; municipalities; CNPQ::ENGENHARIAS::ENGENHARIA DE PRODUCAO
• Link de acesso: https://app.uff.br/riuff/handle/1/19872

The image of an organization is a kind of perception based upon people´s sensorial impressions about its actions. It is all about the organization capability on realizing and demonstrating, which means, everything that is been done and society valorizes. In a society like ours such as it is nowadays, in which a picture is worth a thousand words and we are all exposed to a huge amount of visual sensations, the corporate image gets its importance in the communication business. Image itself has institutional strategic importance as it regards the positioning of the public and it is the result of all forms of communication made by the public entity itself. Lining the image between the image projected by the organization and its perception by the internal public gets a huge importance to the organization´s image itself because when this alignment is deficient or absent, the credibility of the organizational speech is affected, implying on its fragility. The objective of this research is to analyze the perception of the COMISSÃO NACIONAL DE ENERGIA NUCLEAR (CNEN) and its attributions by its own employees, determining how the institution is seen by them, aiming to propose some suggestions to its welfare, as well as to provide subsidies to manage the organization´s image. The methodology of this research used a study of case by applying 76 questionnaires, whose statistic consistency was tested by the chi-square test. The analysis of the answers has shown that the employees have a good perception of the organization image.