Publication: Reputación corporativa. Estudio del concepto y las metodologías para su medición : propuesta de un concepto y metodología de consenso
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2018-05-28
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Universidad Complutense de Madrid
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Abstract
El estudio de la reputación corporativa resulta de especial interés en las sociedades actuales puesto que, para muchos académicos y profesionales, la reputación es fuente directa de valor para el negocio, resultando así fundamental su gestión y con ello, su medición. No obstante, la identificación de los elementos que la configuran todavía crea mucha controversia entre consultores y académicos, así como las metodologías para su valoración. La presente investigación profundiza en el estudio del concepto y los métodos para su evaluación, con el objetivo de aclarar y unificar criterios en ambos ámbitos. Tras analizar las diferentes propuestas conceptuales y metodológicas de las últimas tres décadas, se propone una definición de consenso que toma en consideración los elementos más aceptados por la comunidad científica, y, asimismo, una metodología de evaluación de la reputación corporativa a través de indicadores de rendimiento que se ajusta a dicha definición de consenso.
The study of the corporate reputation has become of special interest in the current societies, for many academicians and professionals, since the reputation is a direct source of value for the business, turning out to be essential its management and with it, its measurement. Nevertheless, the identification of the elements that shape it still produces many controversy between consultants and academicians, as well as the methodologies for its valuation. The present investigation goes into detail about the study of the concept and the methods for its evaluation, with the aim to clarify and unify criteria in both areas. After analysing the different conceptual and methodological approaches of last three decades, it is proposed a definition of consensus that takes in consideration the elements most accepted by the scientific community, and, likewise, a methodology of evaluation of the corporate reputation across performance indicators that meets with the previous mentioned definition of consensus.
The study of the corporate reputation has become of special interest in the current societies, for many academicians and professionals, since the reputation is a direct source of value for the business, turning out to be essential its management and with it, its measurement. Nevertheless, the identification of the elements that shape it still produces many controversy between consultants and academicians, as well as the methodologies for its valuation. The present investigation goes into detail about the study of the concept and the methods for its evaluation, with the aim to clarify and unify criteria in both areas. After analysing the different conceptual and methodological approaches of last three decades, it is proposed a definition of consensus that takes in consideration the elements most accepted by the scientific community, and, likewise, a methodology of evaluation of the corporate reputation across performance indicators that meets with the previous mentioned definition of consensus.
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 24-11-2017