ClosingGap: Driving social change in gender equality

• Antonio Baraybar-Fernández ^[1] ; Sandro Arrufat-Martín ^[2] ; Eduardo Arrufat-Reboso ^[3]
  1. [1] Universidad Rey Juan Carlos

     Universidad Rey Juan Carlos

     Madrid, España

     
  2. [2] Universidad Internacional de La Rioja

     Universidad Internacional de La Rioja

     Logroño, España

     
  3. [3] Filmuniversit¨ at Babelsberg Konrad Wolf

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• Localización: European Research on Management and Business Economics, ISSN 2444-8834, Vol. 31, Nº. 1, 2025, págs. 1-10
• Idioma: inglés
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• Resumen

  • This study examines the ClosinGap association as a business platform that promotes social change, particularly in advancing Spanish companies’ commitment to gender equality within an institutional theory framework. Through a content analysis of 15 reports and interviews with ClosinGap’s management, the research explores its foundational purpose, aligned with shared and blended value principles, and assesses its brand management strategy centered on "storydoing." The findings reveal ClosinGap’s strategic coherence, strong brand identity, and effective communication in media and social networks. Academically, this article highlights how the platform creates value for both businesses and society, offering valuable insights for those designing and evaluating corporate gender equality policies.