Dear employer, in this week's article I refer to a study from several years been developing in Spain. Concerned the market, the Spanish Corporate Reputation Monitor, a research university, which began in 2000, which annually assesses the reputation of companies operating in Spain, in the style of making media as Fortune and Financial Times. The project is a professor at the Universidad Complutense de Madrid, Justo Villafane, which counts on the support of the company and Analysis and Research with the collaboration of CincoDías means that according to them "guarantees the objectivity and the independence. "
According to the project market, corporate reputation is the recognition that stakeholders (interest groups affected by the action of the company) a company makes its corporate behavior depending on the degree of compliance with its commitments customers, employees, shareholders - when trading in the stock market - and with the community. Corporate reputation refers to the result of careful management of intangibles of the company, under the assumption that this affects the behavior of the stock company - when-listed, multiply the value of brands and products and services, and protects against potential crises that could affect the company.
One of the remarkable features of the study is its methodology. Normally this type of study, which usually end in rankings are based n'enquestes that the opinions of managers on business, but not verify any information that supposedly base their reputation. The market makes use of double evaluation: demoscòpica - from a survey of executives of companies that billed more than 45 million - and technology - that is to compare, company by company and through a technical market, the real merits of each of the companies that occupy the top 50 ranking. This second evaluation, which involves a lot of work, is a distinguishing feature of the study trying to avoid the risk of confusing notoriety with reputation or image, as companies with a high profile media exposure and advertising investment typically benefited in studies based only on evaluation demoscòpica. In this approach, each company's provisional ranking is assessed by: 1) a sample of financial analysts from the Spanish Institute of Analistas Financieros, 2) a sample of NGO leaders, 3) a sample of trade union representatives; and 4) a sample of consumer associations.
Companies operating in Spain with more reputation, according to the study, are (25 first): El Corte Ingles, Inditex, Grupo Telefónica, Repsol, BBVA, Grupo Santander, La Caixa, Iberdrola, Iberia, Endesa, Siemens Gas Natural, IBM, Caja Madrid, Indra, MAPFRE, Banco Popular, Bankinter, Ferrovial Agroman, Grupo Agbar, MRW, Union Fenosa, Vodafone Group and Accenture Eorski.
Now, financial analysts the two best are: People's Bank and BBVA, for NGOs: ONCE and Caja Madrid, for the unions: Nestlé and Danone (not listed among the Top 25) and consumer associations : El Corte Ingles and Danone.
Dear employer, without considerations about the study, and accepting their validity - not because I have questioned in an article of this kind - the thought that gives me is: why have so little information about what they do These companies, known reputation in terms of leadership and management? Why when we speak of management always just going to English-speaking businesses and does not take into account the practices of companies coming with good reputation? Do not think I caught a flash of "españolitis" is simply that I believe in our environment, one in which values and ways of doing things are similar, there are instances of business practices that should be investigated for our universities and our schools of business and be disclosed to all learning. As a student of leadership and management, sometimes I am sick that the references must be IBM, General Electric, HP, Intel, Ford, Dell, etc.. Etc.. Of these companies have learned and learn a lot, but perhaps of companies with whom we share cultural traits can learn more.
Joseph Albet
Professor at ESADE
Director DIRECTORS ALBET BCN
www.albetconsellersbcn.org
