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dc.contributor.authorCasado Molina, Ana María
dc.contributor.authorMéndiz Noguero, Alfonso
dc.contributor.authorPeláez Sánchez, José Ignacio
dc.date.accessioned2019-11-06T16:05:42Z
dc.date.available2019-11-06T16:05:42Z
dc.date.issued2013
dc.identifier.citationCasado Molina, Ana María; Méndiz Noguero, Alfonso; Peláez Sánchez, José Ignacio. «The evolution of Dircom: from communication manager to reputation strategist». Communication & Society, 2013, vol. 26, núm. 1, p. 47-66. Disponible en: <http://dadun.unav.edu/handle/10171/35431>. Fecha de acceso: 06 nov. 2019ca
dc.identifier.issn0214-0039ca
dc.identifier.urihttp://hdl.handle.net/20.500.12328/1287
dc.description.abstractThis paper has two objectives. First, it attempts to show the evolution of companies in the management of intangibles: brand, communication, CSR, etc. Furthermore, it aims to define the current framework of corporate reputation. In the development of the paper, in addition to literature sources, in-depth interviews have been used with executives of pioneer companies in the implementation of corporate reputation. Interviews were also directed specifically towards experts in the management of intangibles. The conclusion is that a holistic management of intangibles is now necessary and proposes an evolution of the Dircom towards a new role: Chief Communication and Reputation Officer or Chief Reputation Officer, as a corporate reputation strategist.ca
dc.description.abstractEste trabajo tiene un doble objetivo. Por una parte, trata de mostrar la evolución de las empresas en la gestión de intangibles: marca, comunicación, RSC, etc. Por otra, intenta definir el marco actual de la reputación corporativa. En su desarrollo se han utilizado, además de fuentes bibliográficas, entrevistas en profundidad a directivos de empresas pioneras en la implantación de la reputación corporativa y entrevistas focalizadas a expertos en la gestión de intangibles. La conclusión es que actualmente resulta necesaria una gestión holística de los intangibles, y se propone la evolución del Dircom hacia un nuevo rol: el Chief Communication and Reputation Officer o Chief Reputation Officer, como un estratega de la reputación corporativa.ca
dc.format.extent20ca
dc.language.isoengca
dc.publisherUniversidad de Navarraca
dc.relation.ispartofCommunication & Societyca
dc.relation.ispartofseries26;1
dc.rightshttp://creativecommons.org/licenses/by-nc-nd/4.0/ca
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subject.otherResponsabilidad social de la empresaca
dc.subject.otherEmpreses--Responsabilitat socialca
dc.subject.otherSocial responsibility of businessca
dc.subject.otherReputacióca
dc.subject.otherReputaciónca
dc.subject.otherReputationca
dc.titleThe evolution of Dircom: from communication manager to reputation strategistca
dc.typeinfo:eu-repo/semantics/articleca
dc.description.versioninfo:eu-repo/semantics/acceptedVersionca
dc.embargo.termscapca
dc.subject.udc316ca


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