LEADERSHIP COMMUNICATION AS A STRATEGIC FACTOR IN TRANSFORMING ORGANIZATIONAL CULTURE IN SMALL BUSINESSES

Abstract

Organizational communication plays a strategic role in building more integrated, productive corporate environments aligned with institutional objectives. In small businesses, where interpersonal relationships tend to be closer and decisions are made more dynamically, leadership becomes a central element in consolidating organizational culture. In this context, this article analyzes leadership communication as a strategic factor in transforming organizational culture in small businesses, highlighting the relevance of transformational leadership in developing team engagement, motivation, and performance. The study was developed through bibliographic research, with a qualitative approach, using theoretical contributions from authors in the field of Organizational Communication and Transformational Leadership, such as Margarida Kunsch (2003), James Hunter (2004), and Bernard Bass (1985), as well as reflections on organizational culture based on Edgar Schein (2009). The results demonstrate that leaders capable of communicating vision, values, and directions clearly and inspiringly directly influence organizational behavior, strengthening collective commitment and favoring processes of cultural change. It can be concluded that leadership communication is not merely an operational tool, but an essential strategic resource for organizational transformation and the sustainable growth of small businesses.