O impacto da utilização de técnicas de endomarketing na efetividade das políticas de segurança da informação

Abstract

Protecting the information resources has been a big challenge to organizations. The constitution of an information security policy PSI can solve part of problems related to security but it can t solve them completely, because of the human resources, present in the internal environment of organizations, they can seriously compromise the effectiveness of an PSI. Since the endomarketing (internal marketing) is an instrument that can contribute to obtain or even to rescue the users commitment with the PSI, this present dissertation shows impact of endomarketing techniques in the policy effectiveness using the experimental research. Performed in the Intensive Cardiology Unit (UCI) and Intensive Care Adult (UTI) at Santa Maria University Hospital (HUSM), the experiment was constituted in an experimentation group (UCI), under the endomarketing directed different techniques and a control group (UTI) which it served as a basis to observation. In order to find the effectiveness of PSI on the referred units it was performed internal audits where the procedures, defined by the PSI were classified under the percentage way following the criteria: Non-Run Procedures (PNEs), Partially Implemented Procedures (PPEs) and Fully Implemented Procedures (PTEs).The experiment results show that both the control group as the experimentation group after the initial application of endomarketing techniques joined to implanted PSI on the respective units. However, after discontinuing the application of these techniques on the control group, it was observed a gradual decrease of percentages of PTEs by the components of this group that it decreased from 14,6% to 4,1% which it shows a decrease of 71,92% in the support to PSI in this group, if considered the PTEs. Already the continuous application of endomarketing techniques in the experimentation group did with that the procedures described in PSI were always presents in the users' mind, what generated a gradual increase in the percentage of PTEs. The percentage increased from 8,3% to 41,7% what reflects an improvement of 402,4% in the support to PSI in this group, if considered to PTEs. If considered the PNEs procedures, the continued application of endomarketing techniques in the experimentation group enabled a decrease of 88% against a increase of 12,6% in the control group and a high concentration of percentages on the partially or totally run procedures that added they reach 93,7% in the final evaluation. It is concluded then that the continuous application of endomarketing techniques improves the PSI effectiveness.