Corporate Reputation in Spain : MERCO Rankings & El Corte Inglés Case Study
Alarcón Ferrer, Mireia
Silaghi, Florina, dir. (Universitat Autònoma de Barcelona. Departament d'Empresa)
Universitat Autònoma de Barcelona. Facultat d'Economia i Empresa

Date:	2018
Description:	87 pag.
Abstract:	This study aims to evince the importance to track corporate reputation and its impact in a context of globalisation, important information flows and high competitiveness. To do so, this study is focused on Corporate Reputation in Spain which in this case will be examined in two different ways, by analysing MERCO ranking, considered one consolidated reference and objective measurement tool for large companies operating in Spain; and then through a case study based on El Corte Inglés. Overall, from MERCO ranking analysis we find that Corporate Reputation is a powerful strategic asset linked to successful performance and management. However, we also find that it is difficult to build and sustain such that it takes great effort to generate confidence and positive perceptions across key firm's constituents, regardless they are from inside or outside the company, in order to both keep a stability and maximize resources of competitive advantage against competitors in a constantly changing and competitive environment. Furthermore, from the case study displayed dealing with concepts of reputation management and measurement, it highlights the importance of recognizing and adapting company's business model and overcome new market needs. Moreover, it also points out the strategic value of decisions taken in the long run such as growth financing through D/E ratio, and the allocation of company's resources in profit generation through ROE and ROA, not only in monetary terms but also in efficiency of company's assets.
Rights:	Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial, la distribució, la comunicació pública de l'obra i la creació d'obres derivades, fins i tot amb finalitats comercials, sempre i quan aquestes es distribueixin sota la mateixa llicència que regula l'obra original i es reconegui l'autoria de l'obra original.
Language:	Anglès
Studies:	Grau en Administració i Direcció d'Empreses i Grau en Dret [2501572]
Study plan:	Grau en Administració i Direcció d'Empreses [1102]
Document:	Treball final de grau ; Text
Subject:	Corporate reputation ; MERCO ; El Corte Inglés ; Performance ; Strategic assets ; Competitive advantage

TFG 87 p, 2.0 MB

Pòster 1 p, 1016.8 KB

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Research literature > Bachelor's degree final project > Faculty of Economics and Business Studies