THE CRUCIAL ROLE OF INTERNAL COMMUNICATION AUDIT TO IMPROVE INTERNAL AND GENERAL MARKET ORIENTATIONS

This research shows the importance of an internal communication (IC) audit in order to know what to do to improve internal and general market orientations (IMO and MO). A triangulation approach – interviews, questionnaires and critical incident analysis – was performed at a Higher Education Institution. In the literature, there is a lack of this kind of joint analysis of these constructs using a case study mixed method approach. The results show a clear and direct relationship among the different levels of IC, IMO, and MO, which have consequences in job satisfaction. All internal stakeholders (managers, teachers, non-academic staff and students) agree with the need of establishing formal rules and procedures to regulate communication access and flow. With this robust and complete diagnosis one can know in what ways can be improved the internal organizational communication, which is an essential basis to have greater IMO and MO. These orientations will be reflected in improved job satisfaction and better results for the organization