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- Title
MANAGING CORPORATE REPUTATION BY VALUES: A VALUE-BASED TOOL TO GENERATE, MAINTAIN AND AMELIORATE CORPORATE REPUTATION.
- Authors
Zamohano, Antonio Márquez
- Abstract
Ethical Values (from now on Values) that underlie the dimensions and attributes of the Reptrak model by the Reputation Institute are the main generating sources of good corporate reputation (from now on CR). However, in spite of the importance of this fact, they have not been sufficiently studied neither considered. The originality of our work stems from, on one hand, the scarce literature that exists on the understanding of the relationship between Values and CR. On the other hand, the increasing interest that exists in the business world for knowing the internal dynamics that generate, keep and improve both intangible values. This has motivated us to develop a theoretical model and a management tool based in Values that allow conciliating the ethical demands of the companies' stakeholders and generating at the same time good CR and a sustainable economic performance. With this contribution we have provided with an axiological foundation to the company's management and leadership, that in our judgment, are disorientated or they have simply ignored their essential ethical bases. With this work we have facilitated and promoted the awareness of these ethical bases regarding "taking into account and being accountable" to stakeholders in terms of Values, warning them against all instrumentalism of these with ends purely commercial. In this work we have revealed the causes and the people responsible for the generation and destruction of Values, as much as in the business field as in a macro, social and economic level, from an ethical perspective.
- Subjects
VALUES (Ethics); SOCIAL responsibility of business; LEADERSHIP
- Publication
Ramon Llull Journal of Applied Ethics, 2013, Issue 4, p31
- ISSN
2013-8393
- Publication type
Article