O processo de comunicação entre os setores de marketing e logística em vinícolas da Serra Gaúcha

Abstract

It is known that organizational communication is very important, since it encompasses the entire process that occurs internally in companies. In 2020, however, due to the Covid-19 pandemic, it underwent major changes and had to be remodeled to hybrid and digital formats; highlighting the communication process, which was responsible for the continuity of many works during this critical period. Considering the scenario, this work sought to investigate how this procedure occurs between the marketing and logistics sectors in wineries in Serra Gaúcha. To this end, Hall's theoretical model (1984) is used, which analyzes the communication process in three stages: 1) communication context; 2) levels of analysis; and 3) communication and organizational variables. In addition, other references from the literature are used. To achieve the proposed objective, the research used the case study methodology, where the researcher delves into one or more cases, here the multi-cask case, where structured interviews were conducted with six managers of three wineries in Serra Gaúcha. Chosen by availability and accessibility. According to the results, regarding the communication context, it is possible to see that, within the organization, communication between sectors is essential to ensure the smooth running of work; regarding the levels of analysis investigated (interpersonal and interunit), it can be said that, at the interpersonal level, cognitive schemes, communication barriers and communication practices are observed; while, at the interunit level, interdepartmental relationships are noted; as for the communication and organizational variables, it is verified that cognitive schemes are relevant, but do not impact the sector; that communication barriers exist, but do not have a great influence on the sectors, and that communication practices are essential for the entire organization, and interdepartmental relationships are extremely relevant to avoid rework. Thus, the research corroborates the existing literature, as it deepens the interrelationship between marketing and logistics in a practical way; as well as concluding that communication is a very important process for organizations. This is proven by the agreement of all managers interviewed and by the successful implementation of this procedure in the wineries analyzed, bringing more benefits than challenges. The managers also highlight that the main positive points are agility, effectiveness, efficiency and assertiveness, avoiding repetition and ensuring that certain information is understood by everyone on the team.