Comunicação executiva em ambientes híbridosestratégias de engajamento em empresas de tecnologia

Resumo

The consolidation of hybrid work has significantly transformed organizational communication, particularly in technology companies, where coordination, alignment, and employee engagement depend on distributed, technology-mediated interactions. This study investigates how executives in technology companies perceive and operationalize communication practices in hybrid work environments through the lens of the literature on organizational communication, leadership, trust, and management in multinational contexts. The research adopts a qualitative, exploratory-interpretive approach based on six semi-structured interviews conducted with executives from technology companies operating in the city of São Paulo, Brazil. The data were analyzed using thematic analysis through an iterative coding process that integrated categories derived from the literature with themes emerging from the empirical data. During the analysis, the term tropicalization emerged spontaneously in participants’ accounts as a recurring concept for explaining the adaptation of global communication practices to the Brazilian context. Its recurrence prompted a return to the empirical material, the revision of the coding structure, and further analytical refinement to understand and empirically validate the emerging concept. The findings indicate that effective communication in hybrid work environments depends on the interplay of strategic clarity, the ritualization of interactions, communication predictability, relational proximity, and the ability to adapt messages to different audiences and organizational contexts. As its primary theoretical contribution, the study proposes the concept of communication tropicalization, defined as the organizational process of reinterpreting global communication guidelines in ways that preserve their strategic intent while enhancing their intelligibility, legitimacy, and capacity to foster engagement in highly relational local contexts, such as Brazil. The study contributes to the literature by integrating perspectives from organizational communication, organizational behavior, and international business, while also offering practical implications for communication and leadership in hybrid and multinational organizations.

Ficha do documento

Tipo

Dissertação

Ano

2026

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/41091

Temas

EconomiaInfraestruturaDesenvolvimento EconômicoTecnologia

Palavras-chave

Comunicação organizacionalTrabalho híbridoConfiançaLiderançaEmpresas de tecnologiaTropicalização da comunicaçãoOrganizational communicationHybrid workTrustLeadershipTechnology firmsCommunication tropicalizationAdministração de empresasComunicação nas organizaçõesTeletrabalhoEmpresas multinacionaisODS 9: Indústria, inovação e infraestruturaODS 8: Trabalho decente e crescimento econômico