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The role of communication in organizational culture. Is there a pattern in Spanish fashion companies?

Abstract: The link between organizational culture and efficiency has been widely studied in academia as there is great interest in finding out whether strong and balanced cultures lead to better long-term performance. The aim of this article is to carry out a preliminary analysis of the internal culture of the Spanish fashion sector, focusing particularly on communication as a driving force behind this process. With regard to methodology, we opted for applying an initial factor analysis of the opinions of seven experts and a subsequent one with 40 executives and middle managers in the sector. The findings show that the type of culture in the Spanish fashion companies studied, depends on a range of factors, the role of communication being worth highlighting in the case of the experts, while in the case of executives and middle managers, the so-called emotional salary stands out as an important factor.

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