From Declaration to Practice: Internal Communication Strategies for the Internalization of Shared Values in a Cuban State-Owned Enterprise
De la declaración a la práctica: Estrategias de comunicación interna para la internalización de valores compartidos en una empresa estatal cubana
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The study is based on the premise that shared values constitute the identity and normative core of organizational culture, functioning as mechanisms of cohesion and behavioral guidance. In the Cuban business sector, organizational and internal communication is conceived as the essential vehicle for the transmission, interpretation, and internalization of these values, transcending mere information to build collective meanings. Through a mixed-method diagnosis-including document analysis, non-participant observation, surveys of employees, and semi-structured interviews with managers-a significant gap was identified between declarative knowledge and the effective application of institutional values. Findings revealed issues such as the excessive extension of the official list of values, conceptual redundancies, inconsistency between discourse and practice, and a predominantly vertical communication style lacking participation. Sixty-eight percent of employees could not mention more than two official values, while seventy-five percent perceived incoherence between managerial decisions and the values promoted. As a response, the study proposes a participatory redefinition of a reduced and coherent set of values, alongside the implementation of strategic communicative actions such as ethical leadership training, collective workshops for value redefinition, and mechanisms for horizontal feedback. In conclusion, values education through internal communication constitutes a systematic and intentional process that strengthens cohesion, institutional identity, and the social sustainability of Cuban state enterprises, integrating commercial efficiency with public responsibility while also promoting innovation, ethical responsibility, collective creativity, cultural resilience, strategic vision, and sustainable development practices that ensure long‑term institutional strength, social trust, organizational adaptability, inclusive growth, enduring academic relevance, and progressive transformation in the Cuban business context
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