期刊名称：Communication & Society (Formerly Comunicación y Sociedad)
电子版ISSN：2386-7876
出版年度：2013
卷号：26
期号：1
页码：49-68
DOI：10.15581/003.26.1.49-68
出版社：Universidad de Navarra
摘要：This 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.------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ Este 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.
其他摘要：This 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.
关键词：Corporate reputation; Chief Communication and Reputation Officer; Dircom; Intangible management; Corporate social responsibility; History
其他关键词：Corporate reputation;Chief Communication and Reputation Officer;Dircom;Intangible management;Corporate social responsibility;History
