Pesquisa de felicidade como gestão de clima organizacional : um estudo de caso da cervejaria Heineken

Abstract

This study, focused on the Heineken brewery, aimed to analyze the happiness survey directed to the company's Brazilian employees, exploring its influence on organizational climate management. To carry out this work, a literature review was used for the theoretical foundation, empirical research and analysis of information on websites that mention the company studied. The theoretical foundation was mainly based on Kotler (2003; 2012), Brum (1998; 2003; 2012; 2017), Marchiori (2008; 2014) and Moreira (2012). The work proposes a contextualization of the corporate strategy in question, presenting actions considered relevant for the analysis and establishing connections with public relations theories and lines of thought. Additionally, the research addresses the presence of internal marketing in Heineken's organizational practices, examining how managing employee happiness translates into benefits for the organizational climate and, consequently, for business results.