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Faktor Wissen

Faktor Wissen

          
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About the Book

Non-Profit-Organisationen leisten einen immensen, gesellschaftlichen Beitrag und genießen dafür nicht ohne Grund hohe Anerkennung und Sympathie in der Öffentlichkeit. Der so genannte Dritte Sektor setzt da an, wo der Handlungsspielraum staatlicher Unternehmen endet. Weiter besticht er durch das Alleinstellungsmerkmal der sehr heterogenen Mitarbeitenden. Gleichzeitig hat sich der Sektor personell und strukturell anderen Herausforderungen zu stellen als gewinnorientierte Unternehmen. Ein Hebel für das Erreichen von Spitzenleistungen setzt, mit diesem Buch, auf das Potenzial Wissen eines jeden einzelnen Mitarbeitenden, welches es zu identifizieren und effektiv zu nutzen gilt. Dieses Buch geht auf theoretische Grundlagen der Integrierten Kommunikation ein. Des Weiteren soll es Non-Profit-Organisationen eine hilfreiche Basis für den optimalen, effizienten Einsatz der Mitarbeitenden bieten, um sich auch mit geringen finanziellen Ressourcen auf dem umkämpften Markt behaupten zu können. Zusätzlich wird mit Blick auf das Potenzial der Mitarbeitenden eine Auswahl der derzeit in der Wissenschaft diskutierten, meist in gewinnorientierten Unternehmen praktizierten, Management-Modelle zusammengetragen. Insofern konnte deren Anwendbarkeit in dezentral agierenden Non-Profit-Organisationen überprüft werden. Die empirische Untersuchung basiert auf einer Befragung von Non-Profit-Organisationen im Bereich Umwelt und Natur in Deutschland. Es wird ein Einblick in derzeitige Personal- und Organisationsstrukturen vermittelt und der Stellenwert der Kommunikation in den befragten Organisationen geklärt. Die Ergebnisse der Untersuchung führen vor Augen, dass auch bei knappen finanziellen Mitteln mit einer Schärfung der Steuerung des Personaleinsatzes Integrierte Kommunikation in Non-Profit-Organisationen möglich ist und so einen Beitrag zur klaren, widerspruchsfreien Positionierung im Wettbewerb leisten kann. Aus den gewonnenen Forschungserkenntnissen wurden letztendlich Handlungsempfehlungen
About the Author: Manuela Bramer studierte Kommunikationswissenschaften an dem Institut für Wissens- und Kommunikationsmanagement/Zentrum für Journalismus und Kommunikationsmanagement der Donau-Universität Krems. Ihr berufsbegleitendes Studium schloss die Autorin mit dem akademischen Grad des Master of Science (of Communications) erfolgreich ab. Umfassende praktische Erfahrungen sammelte sie durch ihre hauptberufliche Tätigkeit im Marketingbereich des Hessischen Rundfunks und durch ehrenamtliche PR-/Öffentlichkeitsarbeit im Non-Profit-Bereich. Der tiefe Einblick in die organisatorischen Strukturen und Unterschiede motivierte sie, sich der Thematik des vorliegenden Buches zu widmen.


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Product Details
  • ISBN-13: 9783842891470
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Width: 148 mm
  • ISBN-10: 3842891474
  • Publisher Date: 28 Jan 2013
  • Height: 210 mm
  • No of Pages: 154
  • Series Title: German
  • Weight: 195 gr


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