Relacionamento como estratégia de comunicação para mulheres à frente de startups: sondagem no contexto da cidade de São Paulo

Abstract

This research aims to verify if women, leaders of startups in the city of São Paulo, consider the relationship with stakeholders an effective communication strategy for the longevity of their business. In order to achieve this goal, we used the four quality of relationship indicators of Hon and Grunig (1999): mutual control, trust, commitment and satisfaction. For this, the research was composed of two phases: a mixed and a qualitative one, to relate the understanding about the relationship with publics with the theoretical concepts coming from the Communication area in the organizational context. In the first phase of the research, a sample of 109 founders and /or partners of startups was built and a survey was carried out on their macro understanding about communication in organizations and relationships with publics. The results of the first phase cast doubt on the real understanding of this particular group of startup founders about the difference between the strategic communication process and the sales process. From this observation and to deepen the understanding on these points, it followed with the second phase of the research with the accomplishment of interviews with 12 entrepreneurs of startups. The results revealed that although the group of women leading startups identifies the benefits of a long-term relationship with their stakeholders, they do not associate this relationship as a communication resource in their strategic perspective and in the generation and exchange process of meanings. In addition, the results confirmed that, although the entrepreneurs understand the four indicators of quality of relationship of formation in line with the literature that bases this study (HON and GRUNIG, 1999), this understanding is at the same time disconnected from a strategic application before the perspective of Communication and, therefore, far from the possibility of gaining legitimacy of its actions towards society by building lasting relationships with stakeholders.