Gestión de la identidad corporativa para la innovación de la cultura organizacional de la empresa Pasteurizadora Quito

Nowadays, the innovation is considered to be a competitive advantage inside the organizations. The management of the corporate identity will be demonstrated in the company culture and will it do of this one a differentiating factor across the attributes and values that characterize the organization. The importance of addressing the corporate identity allows the innovation of the company culture, hereby the collaborators feel more identified with the organization, the internal relations will be strength and the communication becomes horizontal avoiding barriers. Inside this process the leader is role is fundamental because they are the model to continuing and across his attitudes, behaviors and principles will give place to the innovation of the company culture. The aim of this study is elaborate a communication offer for the management of the corporate identity of Pasteurizadora Quito in order to innovate their company culture. On the basis of the aim the investigation question is: what strategies do allow the management of the corporate identity for the innovation of the company culture of Pasteurizadora Quito? For the compilation of information surveys were applied to all the collaborators and the managers of the strategic areas of the company were interviewed. The gathered information reflects that the elements of Pasteurizadora Quito is identity are not managed adequately, which avoids the innovation of his company culture and that the identity of the company is recognized by all the employees. Taking into account the mentioned results, it is recommended to manage the elements of the identity, principally, the philosophy of the company in order that the collaborators feel identified with the organization, be motivated, fortify the internal relations and the communication improves.