Managing corporate reputation: A perspective on the Spanish market

Abstract:

The management of corporate reputation (CR) and its integration in corporate culture are key aspects of the excellence and sustainability of companies over time. This paper presents a study of how the most reputable companies in the Spanish market manage their reputation. The corporate areas responsible for this management are analyzed, together with its competences, organizational structure, head of department and the tools used to measure its management. This paper contributes to the knowledge of all those companies that seek to improve their reputational positioning through an analysis of the implementation of specific organizational structures for the management of CR developed by the most reputable companies in the Spanish market. © 2014 Macmillan Publishers Ltd.

Año de publicación:

2014

Keywords:

• Intangibles management
• corporate reputation department
• chief communication officer
• chief reputation officer
• Corporate reputation

Fuente:

scopus