Corporate Reputation in Spain : MERCO Rankings & El Corte Inglés Case Study
| Autor: | Alarcón Ferrer, Mireia, Universitat Autònoma de Barcelona. Facultat d'Economia i Empresa |
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| Přispěvatelé: | Raluca Silaghi, Florina |
| Rok vydání: | 2018 |
| Předmět: | |
| Zdroj: | Dipòsit Digital de Documents de la UAB Universitat Autònoma de Barcelona |
| Popis: | This study aims to evince the importance to track corporate reputation and its impact in a context of globalisation, important information flows and high competitiveness. To do so, this study is focused on Corporate Reputation in Spain which in this case will be examined in two different ways, by analysing MERCO ranking, considered one consolidated reference and objective measurement tool for large companies operating in Spain; and then through a case study based on El Corte Inglés. Overall, from MERCO ranking analysis we find that Corporate Reputation is a powerful strategic asset linked to successful performance and management. However, we also find that it is difficult to build and sustain such that it takes great effort to generate confidence and positive perceptions across key firm's constituents, regardless they are from inside or outside the company, in order to both keep a stability and maximize resources of competitive advantage against competitors in a constantly changing and competitive environment. Furthermore, from the case study displayed dealing with concepts of reputation management and measurement, it highlights the importance of recognizing and adapting company's business model and overcome new market needs. Moreover, it also points out the strategic value of decisions taken in the long run such as growth financing through D/E ratio, and the allocation of company's resources in profit generation through ROE and ROA, not only in monetary terms but also in efficiency of company's assets. |
| Databáze: | OpenAIRE |
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