Los directivos de las empresas reconocen la importancia adquirida por la reputación
corporativa considerada, por muchos, como el activo que les agrega valor por lo que debe de
ser gestionada eficientemente y de manera sostenible en el tiempo.
En la literatura revisada se ha encontrado que algunos autores resaltan la
incertidumbre de los directivos para determinar las dimensiones de la reputación corporativa
debido a las convergencias y divergencias que tienen los autores acerca de la manera de
identificar las que deben aplicarse en sus respectivas empresas.
Del análisis de esta literatura, se desprende que no existe consenso para determinar
una receta que defina las dimensiones con las que se pueda medir la reputación corporativa
de las empresas, motivo por el cual, sobre la base de las convergencias encontradas, se
propone en la presente tesis una guía flexible que ayude a los directivos a identificarlas y
gestionarlas.
La guía desarrollada propone realizar, inicialmente, un análisis del sector al cual
pertenece la empresa, lo cual permitirá conocer su actividad principal, el contexto en el que
se desenvuelve y el entorno al que está expuesto. Posteriormente se identificarán los grupos
de interés más representativos y, finalmente, una vez definidos, se determinarán las
dimensiones de la reputación corporativa tomando ahora, como base, los grupos de interés.
Adicionalmente, debe considerarse el tiempo que la empresa lleva operando, ya que esto
afecta las perspectivas a futuro; en general, mientras más años haya tenido la empresa un
comportamiento consistente o similar más fácil es pensar que lo seguirá haciendo en los años
venideros. / Company managers recognize the importance gained by the corporate reputation,
considered by many as the asset which gives them added value for which it must be managed
efficiently and, in time, in a sustained manner.
In the literature that was reviewed it was found that some authors highlight the
uncertainty of managers in determining the dimensions of the corporate reputation due to the
convergences and divergences that the authors have about the way to identify the ones that
must be applied in their respective companies.
From the analysis of this literature, it follows that there is no consensus in
determining a recipe that defines the dimensions with which to measure the corporate
reputation of companies. This is why a flexible instrument has been developed, in order to
help managers identifying and managing their companies’ corporate reputation.
The stated instrument consists in, initially, performing an analysis of the sector in
which the company belongs and thus knowing its principal activity, the context in which it
develops and the environment in which it is exposed. Later, the more representative interest
groups will be identified and finally, the dimensions of the corporate reputation will be
determined taking into account now, as a base, the interest groups. Additionally, the long
term has also being considered, since a company future behavior is expected regarding its
past actions. Therefore, the amount of years that any company has been around is taking in
consideration, benefiting those that has behaved consistently for long periods of time.
| Identifer | oai:union.ndltd.org:PUCP/oai:tesis.pucp.edu.pe:20.500.12404/13629 |
| Date | 05 March 2019 |
| Creators | Concha Fernandez Navarro, Fernando, Merino Guevara, Manuel Alexánder, Ramos Rodríguez, Vanessa Lucía, Valverde Vega, Luis Fernando |
| Contributors | Marquina Feldman, Percy Samoel |
| Publisher | Pontificia Universidad Católica del Perú, PE |
| Source Sets | Pontificia Universidad Católica del Perú |
| Language | Spanish |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess, http://creativecommons.org/licenses/by-nc-nd/2.5/pe/ |
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