The finance and pricing sector under the magnifying glass of crisis management

Abstract

This article addresses crisis communication management from a qualitative perspective in the Cuban finance and pricing sector. The concepts of crisis management and crisis communication management are systematized. Emphasizes the importance of providing the Ministry of Finance and Prices with a guiding document that establishes guidelines and procedures to facilitate assertive relationships with its various stakeholders before, during, and after crisis situations, as well as to minimize the negative impact on the institutional image and reputation that an adverse situation may cause. From a qualitative methodological perspective and integrating quantitative techniques, the research is classified as descriptive and applied for production, based on its depth and purpose. A bibliographic or documentary review, non-participant observation, a questionnaire survey of 111 MFP employees, and semi-structured interviews with 20 managers are conducted, using simple random probability sampling for employees and purposive non-probability sampling for managers. Special attention is paid to transparency as an essential pillar for maintaining public trust and ensuring effective communication during crises. The integration of these concepts and principles into crisis management not only strengthens the sector's capacity to respond to critical situations, but also contributes to the development of a resilient organizational culture in the Cuban public sector.