The influence of corporate communication in the relationship between reputation and corporate responsibility

• Autores: Monica Kruglianskas
• Lectura: En la Universitat Autònoma de Barcelona ( España ) en 2009
• Idioma: español
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• Resumen

  • This thesis examines the relationship between Corporate Responsibility, Reputation and Communication. There is an increasing and evolving dialogue in corporate environments about Corporate Responsibility (CR) and how this impacts on various stakeholders perception of the firm¿s value. Corporations have begun to think about these impacts only very recently and not enough academic studies with actual information are yet available to support decision-making in management spheres. How, for example, might they improve the management of intangibles such as Reputation? The literature review found very little in terms of academic studies focusing on these three variables, and even less regarding the Brazilian context.

    The objective of this study was to better understand the relationships between Corporate Responsibility (CR) and Reputation and between Reputation and the Economic and Financial Performance of the firm, taking into account the effects of Communication Management in these relationships. An extensive theoretical review of these three constructs was conducted considering authors and practices of different places, including Europe, North and South America. Later, a survey was conducted in Brazil involving 84 enterprises with publicly recognized experience in managing Corporate Responsibility and Reputation.

    Analysis of practices adopted by these enterprises revealed a series of characteristics of the Brazilian corporate environment. In general, this analysis suggests that although many companies have highly developed practices in certain areas, there is still space for improvement in several others. The findings of this investigation also suggest that practitioners should look for CR practices as one possible approach to improve the competitiveness of their enterprises, although CR must be seen as an indirect effort to leverage the economical performance of the firm.