Imagem institucional: a percepção dos atores locais do município de Sumé-PB sobre o Centro de desenvolvimento Sustentável do Semiárido.

Abstract

The image of an institution is relevant because it is the instrument in which it is possible to perceive the positives and negatives and a factor that demonstrates what the public vision has and if this is in keeping with the objectives of the organization. Identity reflects the inner vision of an organization, while the Image is formed by external perception. The present work has as general objective to analyze the construction of the Institutional Image of the Sustainable Development Center of the Semiarid - CDSA of the Federal University of Campina Grande - UFCG / Campus Sumé, based on the perception of the local actors that compose the municipality. Regarding the specific objectives: it was intended to appropriate the theoretical reflections on the importance of the institutional image of the organization; to describe the constitutive characteristics of the Center for the Sustainable Development of the Semi-Arid Region in order to build the institutional framework and compare the information provided in the CDSA creation project with the data collected from the local stakeholders' between them. This study is classified as descriptive, exploratory, with qualitative analysis, with a bibliographical and documentary nature, through a case study and questionnaires application. It was found that the CDSA has a predominantly satisfactory image regarding the issues of several aspects that were addressed, but some specific circumstances need to be improved, generating more social credibility to the organization in the search for a solid and positive image.