Strategic Communication Process: Support for Performance Measurement and Popularization of SMEs Innovations - I

Abstract

To perform and be relevant, SMEs must continuously innovate, be in constant contact with the market, and communicate their news strategically. Entrepreneurs need to go through strategic management system training and organization development processes, understand the importance of internal and external communication processes, invest in technology and automated processes, optimize their innovation, consistently train their employees, develop new product and service flows on the market and keep constant contact with the stakeholders. This paper analyzes, in theory, the advantages of the strategic communication process, highlighting the Balanced Scorecard multidimensional analysis model and the impact of innovation in SMEs at all levels. Through this model, the company can predict and analyze the qualitative and quantitative factors needed in the process of innovation and strategic communication, becoming part of an ecosystem that can generate change and improve the standard of living. Through this process, the company becomes part of an ecosystem that helps the economy develops and innovates.