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Managing Corporate Reputation: A Perspective on the Spanish Market

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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.

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Acknowledgements

This investigation was made possible thanks to all the corporations and institutions that participated. We would like to thank the Corporate Excellence – Center for Reputation Leadership and all its corporation members, for providing the facilities and support to collect the information published in this paper. This investigation is allocated in the project of the Ministry of Science and Innovation TIN2011-26046.

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Authors and Affiliations

  1. Department of Economics and Business Management, University of Málaga (UMA), University of Málaga (UMA), Málaga, Spain

    Ana Maria Casado

  2. Department of Languages and Computer Sciences, University of Málaga (UMA), University of Málaga (UMA), Málaga, Spain

    José Ignacio Peláez

  3. Corporate Excellence-Centre for Reputation Leadership, Corporate Excellence (CE), Madrid, Spain

    Juan Cardona

Authors
  1. Ana Maria Casado
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  2. José Ignacio Peláez
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  3. Juan Cardona
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Casado, A., Peláez, J. & Cardona, J. Managing Corporate Reputation: A Perspective on the Spanish Market. Corp Reputation Rev 17, 46–63 (2014). https://doi.org/10.1057/crr.2013.23

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