A tool for the interpretation of the organizational totems: Juan valdez® case

Producción científica: Contribución a una revistaArtículorevisión exhaustiva


The totem represents an external and visible expression that constitutes as a symbol of the group. The objective of the study is to propose a tool for organizational management by interpreting totems. This tool is verified in the case of Procafecol –Juan Valdez® owner- that has supported in its totem and in environmental, legal and ethical policies, to transform perception of its stakeholders -being recognized among largest coffee producers (1959), competing with cafeterias (2002) and relaunching its internationalization (2012)-. Showing how management of totem is an intermediate point between reference totem -associated with discredit- and organizational totem -associated with reputation-
Idioma originalEspañol (Colombia)
Páginas (desde-hasta)112-146
Número de páginas35
N.ºSpecial Issue 18
EstadoPublicada - 2018

Palabras clave

  • Discredit
  • Juan Valdez®
  • Management of totem
  • Organizational totem
  • Reputation

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