THE TRIPLE DIMENSION OF ORGANIZATIONAL CULTURE: A STUDY APPLIED TO SPANISH FASHION COMPANIES

The culture in organizations occupies an increasingly important place in the management of corporate communication of institutions. Proof of this is the effort that companies make to properly convey their identity, protect their reputation among employees and promote the search for the best talent through employer branding actions. The importance that the equipment's management has within the companies, as well as the increase of the budgets that are dedicated to reinforce these internal policies, is another sample of this phenomenon. This research highlights the uniqueness that communication has in an adequate management of the internal culture through the study of its triple dimension: (1) the development of corporate identity, (2) the different forms of salary and (3) the path that the employee can develop within the company. A questionnaire was made to 40 executives and middle managers of Spanish fashion companies. Among the findings emerge the low interest that managers give to emotional salary stands out, as a form of outstanding compensation and with a high impact on employees' commitment to the institution. We conclude that the real and systematic development of the internal culture is scarce, particularly in studied small and medium-sized companies.