Publication: La reputación corporativa digital. Propuesta metodológica de un modelo de medición
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2017-01-16
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Universidad Complutense de Madrid
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Abstract
La reputación corporativa es reconocida por el entorno académico y empresarial como uno de los activos clave en la generación de valor sostenible para una compañía. Esta disciplina surge tímidamente como concepto en la década de los 80, genera sus bases en los 90 y principios de los 2000, y empieza a ser adoptada masivamente por las empresas de referencia en la primera década del siglo XXI. Desde entonces, la reputación corporativa ha ido ganando importancia en el seno corporativo, aprovechando de sus mutiples beneficios para la empresa: indicador de la calidad de las acciones de la compañía; multiplicador del valor de la marca; impulsor de la confianza del consumidor y de la fidelización de los clientes; captador de empleados y proveedores de talento; elemento clave en la reducción de costes y mantenimiento de precios; catalizador de la atracción de inversiones y cotización al alza de las acciones; motor de innovación y diferenciación; y generador de barreras a la competencia. Por todo ello, reconociendo a la reputación corporativa como un activo estratégico que genera tamaño valor, la empresa toma conciencia de que no puede mantenerse pasiva ante la misma, por lo que que empieza a gestionarla de manera proactiva, adoptándola como una disciplina clave del marketing corporativo, desarrollando departamentos para gestionarla y obteniendo una alta involucración de la alta dirección para su liderazgo y seguimiento...
Corporate reputation is recognized by both the academic and the business environments as one of the key assets in generating sustainable value for a company. This discipline emerges timidly as a concept in the 80s, generates its bases in the 90s and early 2000s, and begins to be massively adopted by the leading companies in the first decade of the century. Since then, corporate reputation has become increasingly important in the corporate ecosystem, taking advantage of its many business benefits: indicator of the company product and services quality; multipliyer of the brand value; driver of consumer confidence and customers loyalty; recruiter of employees and suppliers talent; key element in cost reduction and price stability; catalyst for investment attraccion and stock value increase; engine of innovation and differentiation; and competitive barrier. Therefore, having recognized the importance of corporate reputation as an strategic asset capable to generate sustainable value, corporations can not stay passive behind it, so they start to manage reputation proactively adopting it as a key corporate marketing discipline, developing departments to manage it and obtaining a high degree of top management involvement for its steering and monitoring. But nothing can be managed efficiently if it is not measured, and nobody can measure what is not defined. To this end, various academic disciplines and industry sources have tried to chisel the concept of corporate reputation (without much consensus, as quoted by Schultz et al., 2000), and to develop in parallel different methodologies to measure it. The Reputation Quotient (Fombrun, 1997), is probably the first scientific approach to measuring corporate reputation from a multidimensional point of view while seeking a practical application from industry standpoint...
Corporate reputation is recognized by both the academic and the business environments as one of the key assets in generating sustainable value for a company. This discipline emerges timidly as a concept in the 80s, generates its bases in the 90s and early 2000s, and begins to be massively adopted by the leading companies in the first decade of the century. Since then, corporate reputation has become increasingly important in the corporate ecosystem, taking advantage of its many business benefits: indicator of the company product and services quality; multipliyer of the brand value; driver of consumer confidence and customers loyalty; recruiter of employees and suppliers talent; key element in cost reduction and price stability; catalyst for investment attraccion and stock value increase; engine of innovation and differentiation; and competitive barrier. Therefore, having recognized the importance of corporate reputation as an strategic asset capable to generate sustainable value, corporations can not stay passive behind it, so they start to manage reputation proactively adopting it as a key corporate marketing discipline, developing departments to manage it and obtaining a high degree of top management involvement for its steering and monitoring. But nothing can be managed efficiently if it is not measured, and nobody can measure what is not defined. To this end, various academic disciplines and industry sources have tried to chisel the concept of corporate reputation (without much consensus, as quoted by Schultz et al., 2000), and to develop in parallel different methodologies to measure it. The Reputation Quotient (Fombrun, 1997), is probably the first scientific approach to measuring corporate reputation from a multidimensional point of view while seeking a practical application from industry standpoint...
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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 08/01/2015