Gifting: a gestão estratégica de dádivas organizacionais para uma comunicação inovadora

• Ano de defesa: 2023
• Autor(a) principal: Chaim, Patrícia Cartolano
• Orientador(a): Oliveira, Leandro de Bessa
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Católica de Brasília
• Programa de Pós-Graduação: Programa Stricto Sensu em Comunicação
• Departamento: Escola de Educação, Tecnologia e Comunicação
• País: Brasil
• Palavras-chave em Português: Gifting; Dádivas; Comunicação; Gestão estratégica
• Palavras-chave em Inglês: Gifting; Gifts; Communication; Strategic management
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: https://bdtd.ucb.br:8443/jspui/handle/tede/3248

Gifting relations have been present in society since the most archaic civilizations. Giving, receiving and giving back are daily practices through which alliances are strengthened and social, political, economic and environmental ties are established. From an anthropological perspective (MAUSS, 2008), we are all participants in the dynamics of offering and receiving gifts, donations, amenities and gifts. This applied research proposes the development of the product "Gifting Manual for Business: Insights to Innovate in Corporate Communication", and has the general objective of analyzing Gifting as a strategic management tool for innovative communication. The starting point of the methodology is bibliographical research, followed by documental research such as business booklets, codes of conduct, institutional policies, association reports and others, which are added to the benchmarking analysis (BOGAN and ENGLISH, 1996; ZAIRI and LEONARD, 1995) to understand the space occupied by Gifting in small and medium organizations. The specific objective is showing the reasons why they can and should assume the management of Gifting, formally establishing processes and practices for the theme “corporate gifts” and understanding these assets as corporate gifts. Despite recognizing the importance of having gifts to take to meeting, of feeling the need to write a card, of thinking about the appearance of the pack and other details of the gift, few are the brands that structure and institutionalize Gifting with clear and defined responsibilities. The Academic theory chosen was about Gifting (PECHLIVANIS, 2009; 2016; 2021), symbolic capital (BOURDIEU, 2007), emotional brands (AAKER, 1996), connection culture (JENKINS, 2014) and artist capitalism (LIPOVETSKY and SERROY, 2015). As a result of the research, it was observed that Gifting in organizations can become a powerful strategic of communication management by establishing emotional bonds with their stakeholders, especially customers, and employees; with enchantment and affection.