Communication and organizational culture: an approach to strategic challenges in angolan companies

Abstract

This article analyzes the interdependence between communication and organizational culture as strategic pillars for the survival and competitiveness of institutions in the Angolan business ecosystem. In the current globalization scenario, organizational culture is understood as the "DNA" of companies, constituting a shared set of values, rites, and norms that guide behavior and decision-making. Simultaneously, organizational communication is presented as the creative axis of the organization, functioning as an essential management tool for alignment between people and sectors. The research is based on a bibliographic and documentary methodology, with a qualitative approach, using content analysis to cross universal theories of authors such as Schein and Ouchi with contemporary studies focused on the reality of Angola. The diagnosis reveals that the Angolan business sector faces a profound economic dualism, characterized by the isolation between the modern sector and a weakened network of micro, small, and medium-sized enterprises (MSMEs). It was identified that the "delicate communication" between informal and modern units hinders the transfer of technology and knowledge, making economic integration difficult. The results demonstrate that the lack of organization and the absence of standardized communication flows result in a crisis of institutional credibility, hindering access to capital and strategic partnerships. Furthermore, the study highlights the detrimental influence of "political behaviors" and power games, which drain motivation and weaken the affective commitment of Angolan workers. It concludes that promoting an ethical culture, based on transparency and fairness in processes, is the main vehicle for strengthening the bond between the employee and the institution. As recommendations, the article proposes the institutionalization of durable communication policies, the formalization of procedural manuals, and the adoption of "coopetition"—strategic collaboration between competitors—to generate innovation and competitiveness. The transition from a culture of "income redistribution" to one focused on productive efficiency and wealth conservation is identified as the fundamental path for the development of organizations in Angola. In short, communication and culture should be managed not as mere accessories, but as strategic assets that convert contractual obligation into loyalty and overall success.