A tool for the interpretation of the organizational totems: Juan valdez® case [Una herramienta para la interpretación de los tótems organizacionales: Caso Juan Valdez®]
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Universidad del Zulia
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The totem represents an external and visible expression that constitutes as a symbol of the group. The objective of the study is to propose a tool for organizational management by interpreting totems. This tool is verified in the case of Procafecol Juan Valdez® owner- that has supported in its totem and in environmental, legal and ethical policies, to transform perception of its stakeholders -being recognized among largest coffee producers (1959), competing with cafeterias (2002) and relaunching its internationalization (2012)-. Showing how management of totem is an intermediate point between reference totem -associated with discredit- and organizational totem -associated with reputation- © 2018, Universidad del Zulia. All rights reserved.
Palabras clave
Discredit, Juan Valdez®, Management of totem, Organizational totem, Reputation