Identidad, imagen y reputación de la empresa: integración de propuestas teóricas para una gestión exitosa

• Autores: Andrea Pérez Ruiz, Ignacio A. Rodríguez del Bosque
• Localización: Management Letters / Cuadernos de Gestión, ISSN 1131-6837, Vol. 14, Nº 1, 2014, págs. 97-126
• Idioma: español
• DOI: 10.5295/cdg.130389ap
• Enlaces
  • Texto completo
• Dialnet Métricas: 25 Citas
• Resumen

  • El nuevo paradigma propuesto por el marketing corporativo identifica la gestión de la identidad, imagen y reputación de la empresa como elementos esenciales para la supervivencia y el éxito empresarial. Consecuentemente, la comprensión clara de estos tres conceptos es el primer requisito básico para las empresas interesadas en gestionar sus negocios en línea con las tendencias de marketing más actuales. No obstante, la proliferación de enfoques académicos en el estudio de la identidad, imagen y reputación dificulta la creación de un conocimiento integral en este particular. En el presente trabajo se propone una revisión teórica, integrando diversas perspectivas académicas, para comprender mejor los conceptos y las dimensiones de la identidad, imagen y reputación de la empresa. Dicha revisión de literatura facilita la mejor comprensión y gestión de estas tres vertientes del marketing corporativo tanto en el ámbito académico como profesional.

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