Publication: Sistematización de la reputación corporativa y su predicción sobre los resultados bursátiles de las compañías
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2016-04-26
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Universidad Complutense de Madrid
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Abstract
No parece existir consenso para la definición de reputación corporativa (a partir de ahora, RC) o para su medición desde la literatura científica. Esta situación ha promovido realizar esta investigación para sistematizar las aportaciones existentes sobre el concepto y generar así una nueva definición, más completa y robusta que las anteriores. Para ello se han identificado las diferencias entre RC y otros términos con los que suele confundir como imagen corporativa, comunicación corporativa o percepción digital, proporcionando definiciones claras para cada uno de los términos. Una vez entendido el concepto de RC en sí mismo se ha avanzado generando una recopilación de las propuestas de medición de la RC y también de la percepción digital para así para clasificarlas. La inclusión de la percepción digital viene determinada por la importancia creciente del medio y el acceso generalizado al mismo por parte de los stakeholders. Las propuestas de medición se generan tanto desde el ámbito empresarial como del académico propiciándose un panorama de múltiples propuestas que hemos categorizado en función de la atención que se presta al entorno digital y tradicional. Así, enfocándonos en las propuestas académicas hemos identificado tres grupos de medidores, aquellos que elaboran sus rankings con métodos tradicionales, aquellos que revisan exclusivamente inputs recogidos desde el entorno digital y finalmente, estudios que combinan métodos tradicionales y atención al entorno digital. A partir de este análisis y categorización se han elegido los mejores representantes para cada categoría quedándonos con MERCO, DRINDEX y RepTrak...
There seems to be no agreement on the definition of Corporate Reputation (from now on, CR) nor on its measurement from a scientific perspective. This situation was a strong motivator to start this investigation with a goal of systematizing the inputs regarding the concept of CR itself so we could aim to build a new, more complete and stronger definition. In order to achieve this objective, we have conceptualized the differences between CR and other terms such us corporative image, corporative communication or digital perception. We have proposed specific definitions for each of these terms. Once CR is understood, we have gathered all the measurement models not only of CR but also of digital perception so we could categorize all these indexes. We have included the digital perception representations since the importance of digital is growing and so does stakeholderś access to it. There have been attempts of measuring the CR both from commercial as from academic world leading to a wide landscape of different options that we have classified taking into account the importance each model gives to digital and traditional inputs. This is how we identified three different groups of indexes, firstly there are models which follow the traditional sources of information, secondly, those whose inputs come from digital data, and finally, those which combine traditional with digital information. As a result of our analysis, three models have been selected to represent this categorization: MERCO, DRINDEX and RepTrak...
There seems to be no agreement on the definition of Corporate Reputation (from now on, CR) nor on its measurement from a scientific perspective. This situation was a strong motivator to start this investigation with a goal of systematizing the inputs regarding the concept of CR itself so we could aim to build a new, more complete and stronger definition. In order to achieve this objective, we have conceptualized the differences between CR and other terms such us corporative image, corporative communication or digital perception. We have proposed specific definitions for each of these terms. Once CR is understood, we have gathered all the measurement models not only of CR but also of digital perception so we could categorize all these indexes. We have included the digital perception representations since the importance of digital is growing and so does stakeholderś access to it. There have been attempts of measuring the CR both from commercial as from academic world leading to a wide landscape of different options that we have classified taking into account the importance each model gives to digital and traditional inputs. This is how we identified three different groups of indexes, firstly there are models which follow the traditional sources of information, secondly, those whose inputs come from digital data, and finally, those which combine traditional with digital information. As a result of our analysis, three models have been selected to represent this categorization: MERCO, DRINDEX and RepTrak...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias Económicas y Empresariales, Departamento de Comercialización e Investigación de Mercados, leída el 02-12-2015