AVANÇOS DO ENDOMARKETING NA CIENTIFICA FARMACÊUTICA - CIFARMA

Abstract

Restructuring and qualifying internal conversation is the right way to take the internal workers to share the organization objectives and make them go towards satisfying levels, to achieve good results. The general goal of the dissertation presented was to investigate if CIFARMA, in the city of Goiania, Goiás, adopts a leadership strategy based on advertising actions referring to endomarketing programs. The applying of endomarketing philosophy was sought in the organization and is being, in fact, a tool able to elevate its competitive ability and, at the same time, improve its internal communication quality. This research is made up of a situation study, based on the application of a questionnaire applied by the general principal and people´s head manager and 19 workers from the operational base. The responses showed that the manager s position related to the endomarketing subject in pharmaceutical area, the acknowledgement of the professional values stood out and the information on all aspects connecting to the organization is a fundamental condition to having commitment, development and productivity. The workers characteristics can be known and their kinds of developed actions identified by the organization which offers a good interpersonal relationship and involvement of the workers. The information reveals that the organization achieved significant improvements in the internal communication, changing into competitive advantages, so that the developed actions in the sight of the researchers, placing the organization as serious and respectful, offering good relationship and dialogue with the superior ones.