El “valor'' de lo Intangible - La Gestión de la Reputación Corporativa

Authors

  • Victoria Carrillo Universidad de Extremadura
  • Ana Castillo Díaz Universidad de Extremadura
  • Juan Luis Tato Jiménez Universidad de Extremadura

DOI:

https://doi.org/10.15847/obsOBS242008123

Keywords:

brand, reputation, corporate, intangibles, reputación corporativa, organización, marca

Abstract

En el siglo XXI, las organizaciones están empezando a comprender que su valor gira, cada vez más, en torno a lo inmaterial: las marcas, la imagen, el conocimiento, las habilidades de la gente, la responsabilidad social corporativa y la reputación corporativa. Estos elementos de naturaleza intangible son lo que en un mundo de similitudes -donde la innovación real es algo muy difícil de conseguir- marcarán la diferencia. Las grandes empresas se están moviendo inexorablemente hacia la gestión de los denominados activos intangibles, recursos que constituyen más del 70% del valor de las grandes organizaciones. Este fenómeno está produciendo que todas las acciones de comunicación que las organizaciones hacen con sus públicos: las relaciones que establecen, la publicidad que desarrollan, estén dejando de apoyarse exclusivamente en el “producto”, para orientarse hacia la “marca”. Las grandes corporaciones –sobre todo las del sector de telecomunicaciones y financieras- son las que más rápidamente se han apuntado a esta tendencia y están dedicando más recursos a gestionar dos de los más valiosos activos que poseen, la Reputación Corporativa y la Marca. Estos elementos acaparan, hoy en día, el interés de grandes entidades privadas como Telefónica. En este trabajo estudiaremos el caso Telefónica como paradigma de una empresa internacional comprometida con esta nueva filosofía, desde el año 2001, y que ocupa el tercer puesto en el ranking MERCO 2007 (Monitor Español de Reputación Corporativa). The value of 'the intangible' - Corporative Reputation Management Big companies –specially those who work in communication and financial areas- are giving a lot of importance to the corporative reputation and the brand. These factors are very important for big private institutions like Telefónica. In this paper we will show a study of Telefónica like an international enterprise who is in the third position of MERCO (Monitor Español de Reputación Corporativa) ranking. Telefónica is one of the biggest companies of communications in Europe, African and Latin America, with 203,2 millions of customers in 2006 and one of the reference operators in Portugal, Spain and Latin America.

Author Biography

Victoria Carrillo, Universidad de Extremadura

Facultad de Biblioteconomía y Documentación Universidad de Extremadura

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Published

2008-11-20

How to Cite

Carrillo, V., Castillo Díaz, A., & Tato Jiménez, J. L. (2008). El “valor’’ de lo Intangible - La Gestión de la Reputación Corporativa. Observatorio (OBS*), 2(4). https://doi.org/10.15847/obsOBS242008123

Issue

Vol. 2 No. 4 (2008)

Section

Articles

License

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