Influencia de la cultura en la comunicación de los productores de leche de las Asociaciones de Ganaderos del cantón Olmedo - Manabí 2019.

Abstract

The study aims to analyze the organizational culture in livestock associations of the Olmedo de Manabí canton, made up of milk producers, as a way to contribute to decision-making for their economic and social development. Its realization is justified in the problems that the San Ramón cattle association went through that led to its final closure, which were oriented to the lack of coordination of processes, indebtedness, erroneous decision making and others that arise from weaknesses in its communication, which it is associated with the adopted organizational culture. To identify whether this culture is being replicated by other associations and how it influences their organizational communication, a descriptive method methodology with a qualitative approach was applied, designing and implementing interviews with partners and Focus Group with workers of these entities. With the results, a series of weaknesses in the organizational culture could be evidenced that not only negatively influence communication, but also in other aspects such as the motivation and satisfaction of the human team. Given these problems, changes are recommended aimed at improving the coordination of meetings and the use of technologies, encouraging the participation of workers, that the company transmits greater responsibility towards them, in addition to considering rewards and incentives that have a favorable impact on social and economic development. of the livestock associations studied.