Publication: Propuesta de un modelo de gestión de la reputación de las Instituciones Públicas
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2022-12-14
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Universidad Complutense de Madrid
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Abstract
Este trabajo propone un acercamiento metodológico a la gestión reputacional de las instituciones públicas a través del estudio de un caso, la Diputación Foral de Guipúzcoa (en adelante DFG) para el que la doctoranda ha desarrollado un plan estratégico de gestión de la reputación. A lo largo de una investigación triangular que recoge las brechas entre la reputación deseada, la real y la necesaria -desde el punto de vista de las necesidades y expectativas de los stakeholders- de la Diputación, se concluyen los motivos por los que la institución no logra el reconocimiento deseado de sus públicos de interés y se extrapola a las necesidades de mejora en cuanto a la gestión de la reputación de las administraciones públicas en general. Para ello, el proyecto comienza con una revisión del estado de la cuestión en el que se analizan las teorías de la reputación corporativa desde el comienzo del milenio hasta la fecha y se establecen los cimientos de lo que podría ser la reputación institucional. En este caso, los estudios del comportamiento institucional ya realizados por diferentes autores en base a las competencias institucionales necesarias para satisfacer las necesidades y las expectativas de los ciudadanos nos ofrecen las bases para establecer cuáles son valores más relevantes para conseguir una buena reputación institucional...
This work aims to become a standard methodology for managing reputation of public institutions in Spain. The methodology has been developed after conducting a careful analysis of the perceived reputation of the Diputación Foral de Guipúzcoa (County Council of Guipúzcoa), and for which the PhD student has developed a strategy for reputation management. The research analyses the gaps between the County´s desired reputation, the actual reputation perceived by stakeholders, and the expected reputation from key stakeholders. The conclusion of the research highlights the reasons why the County Council of Guipúzcoa does not meet the reputation expectancies of its stakeholders and draws a strategy for improving the reputation of both the County Council of Guipúzcoa and public institutions at large. The research starts with an outline of the current theory on corporate reputation as has been developed in the last 20 years, and applies these findings to redefine institutional reputation. The study also references the work of previous authors on institutional reputation based on how regional governments meet the needs and expectations of its citizens, and screens out the most relevant values for obtaining a good institutional reputation...
This work aims to become a standard methodology for managing reputation of public institutions in Spain. The methodology has been developed after conducting a careful analysis of the perceived reputation of the Diputación Foral de Guipúzcoa (County Council of Guipúzcoa), and for which the PhD student has developed a strategy for reputation management. The research analyses the gaps between the County´s desired reputation, the actual reputation perceived by stakeholders, and the expected reputation from key stakeholders. The conclusion of the research highlights the reasons why the County Council of Guipúzcoa does not meet the reputation expectancies of its stakeholders and draws a strategy for improving the reputation of both the County Council of Guipúzcoa and public institutions at large. The research starts with an outline of the current theory on corporate reputation as has been developed in the last 20 years, and applies these findings to redefine institutional reputation. The study also references the work of previous authors on institutional reputation based on how regional governments meet the needs and expectations of its citizens, and screens out the most relevant values for obtaining a good institutional reputation...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 18-10-2022