Strategic Communication as an Articulator of Organizational Intangibles

Abstract

The knowledge economy has led corporations to change the way they organize themselves to promote greater profitability, effectiveness and differentiation. A fundamental aspect of this transition is to rethink the calculation of organizational assets considering intangible assets. Strategic communication is a process that generates symbolic energy, relational movement and social action, so its function is precisely the generation of intangible assets within the organizational spectrum. The objective of this analysis is to carry out a documentary review to identify the theoretical consensuses of the intangible assets concept and thus find the usefulness of these and the way in which they are generated. The results will help to identify the role that communicational processes play in the production of this type of assets and, finally, will allow to orient communication strategies in organizations that favor their production to achieve the generation of communicational value and organizational competitiveness.