INNOVATION, ADAPTATION AND RESILIENCE

COMMUNICATION IN LARGE SALVADORAN COMPANIES DURING THE PANDEMIC

Authors

  • Héctor Maida Escuela de Comunicación Mónica Herrera
  • Nelly Aparicio Escuela de Comunicación Mónica Herrera

DOI:

https://doi.org/10.5377/aai.v1i14.20817

Keywords:

Adaptation-Strategy and techniques, Businesses-El Salvador-Research, Coronavirus infections-2019-2020

Abstract

The COVID 19 pandemic plunged the world into a unprecedented emergency. The activities of all nature–economic, social, cultural, educational– were paralyzed in practically every country. In this context, companies are facing an unknown scenario, including closures, layoffs, readjustments and other measures such as the use of crisis communication tools capable to successfully maintain their relationship with their different public. This research aims to know the strategic actions promoted by the large companies in El Salvador to face this emergency from two different points of view: on the one hand, what have they done internally to deal with it; on the other, what has been their communication strategy towards partners and consumers. For this, large companies in El Salvador, from different fields, were consulted through mixed methods. According to the results, the common factor that they applied was the use of innovation, adaptability and business resilience. 

ECMH ABIERTA_II_N14-2020-32-53.

Abstract
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Author Biographies

Héctor Maida, Escuela de Comunicación Mónica Herrera

Héctor Maida is an industrial engineer with a master's degree in Digital Marketing and E-Commerce. He has over 20 years of experience in digital business strategies, marketing, website design, and programming. He is a professor at the Mónica Herrera School of Communications, where he has conducted various research projects on topics such as the internet, cell phone use, and others.

Nelly Aparicio, Escuela de Comunicación Mónica Herrera

Nelly Aparicio holds a master's degree in Social Communication from Pompeu Fabra University in Barcelona and a bachelor's degree in Communications from Dr. José Matías Delgado University. She holds a certification in Strategic Design from the Mónica Herrera School of Communications and has more than 20 years of experience in institutional and crisis communications in organizations such as FUSADES, Grupo Agrisal, the Ministry of Foreign Affairs, and the Presidency of the Republic.

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Published

2020-12-31

How to Cite

Maida, H., & Aparicio, N. (2020). INNOVATION, ADAPTATION AND RESILIENCE: COMMUNICATION IN LARGE SALVADORAN COMPANIES DURING THE PANDEMIC. Abierta. Anuario De investigación, 1(14), p. 32–53. https://doi.org/10.5377/aai.v1i14.20817

Issue

No. 14 (2020): Pandemic special

Section

Institutional research

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Copyright (c) 2020 Héctor Maida, Nelly Aparicio

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