A tool for the interpretation of the organizational totems: Juan valdez® case

Manuela Escobar-Sierra, Felipe Calderón-Valencia, Pilar Valencia De Lara

Research output: Contribution to journalArticlepeer-review

Abstract

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-
Original languageSpanish (Colombia)
Pages (from-to)112-146
Number of pages35
JournalOpcion
Volume34
Issue numberSpecial Issue 18
StatePublished - 2018

Cite this