Desafíos actuales frente a la medición de la reputación corporativa

  • Domingo Sanna Universidad Austral, Argentina
Palabras clave: reputación, reputación corporativa, creación de valor, activos intangibles

Resumen

Hay un acuerdo entre los investigadores acerca de que la reputación corporativa es uno de los más valiosos activos intangibles en toda organización (en el presente estudio los términos reputación y reputación corporativa se emplearán indistintamente). Dado que la gestión de la reputación inevitablemente requiere poder medirla, esta investigación presenta los principales criterios de decisión y desafíos en la elección o el desarrollo de una herramienta de medida de la reputación corporativa. El documento evidencia que así como no hay un criterio único para definir a la reputación corporativa, tampoco lo hay para medirla tanto en el campo profesional como en el académico, y mediante un proceso sistemático de análisis sobre investigaciones previas, pone luz sobre las áreas que aún requieren de acuerdo e investigaciones futuras.

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Biografía del autor/a

Domingo Sanna, Universidad Austral, Argentina

Departamento de Comunicaciones Integradas de Marketing - Coordinador

Citas

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Publicado
2013-06-28
Cómo citar
Sanna, D. (2013). Desafíos actuales frente a la medición de la reputación corporativa. Austral Comunicación, 2(1), 79-104. https://doi.org/10.26422/aucom.2013.0201.san
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Artículos Libres