{"id":25354,"date":"2021-11-22T09:33:56","date_gmt":"2021-11-22T15:33:56","guid":{"rendered":"https:\/\/otech.uaeh.edu.mx\/noti\/?p=25354"},"modified":"2021-11-22T09:34:14","modified_gmt":"2021-11-22T15:34:14","slug":"la-reputacion-corporativa-y-la-economia-de-los-intangibles","status":"publish","type":"post","link":"https:\/\/otech.uaeh.edu.mx\/noti\/economia\/la-reputacion-corporativa-y-la-economia-de-los-intangibles\/","title":{"rendered":"La reputaci\u00f3n corporativa y la econom\u00eda de los intangibles"},"content":{"rendered":"<p style=\"text-align: justify;\"><span style=\"color: #000000;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">La crisis sanitaria por COVID-19 en M\u00e9xico no ha llegado a su fin, ya que M\u00e9xico atraviesa por una tercera ola de contagios, as\u00ed como retos en materia de cuidado de la salud e inoculaci\u00f3n de la poblaci\u00f3n. <\/span><span style=\"vertical-align: inherit;\">Adem\u00e1s, la pandemia cambio las reglas del juego de los negocios y deton\u00f3 nuevos h\u00e1bitos de consumo impulsados \u200b\u200bpor el ecommerce, el home office, el streaming y el uso de apps de delivery, entre otros.<\/span><\/span><!--more--><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">En este contexto, las empresas mexicanas no solo tendr\u00e1n que afrontar los desaf\u00edos que marca la nueva normalidad y gestionar de manera eficiente sus activos f\u00edsicos que van desde inmuebles, flotillas de veh\u00edculos e inventarios, hasta recursos econ\u00f3micos y capital humano, sino fortalecer y gestionar uno de los conceptos m\u00e1s relevantes en el escenario posCOVID: la econom\u00eda de los intangibles.<\/span><\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">En el futuro pr\u00f3ximo, las compa\u00f1\u00edas se mover\u00e1n hac\u00eda una econom\u00eda basada en el conocimiento y activos que no se pueden ni ver, ni tocar, ni medir de manera tradicional como la propiedad intelectual, patentes, software, ideas, innovaci\u00f3n tecnol\u00f3gica, posicionamiento, branding , capital intelectual, entre otros, elementos que se han convertido en una de las mayores fuentes de capitalizaci\u00f3n para las organizaciones.<\/span><\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Dentro de la econom\u00eda de los intangibles, existe un elemento clave que permite a las compa\u00f1\u00edas destacar frente a la competencia, sortear diversas contingencias y ganar la preferencia de los consumidores al momento de tomar sus decisiones de compra: la reputaci\u00f3n corporativa.<\/span><\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Lo que hacemos, lo que decimos y lo que otros est\u00e1n diciendo sobre nuestra marca son los elementos que perfilan de manera continua nuestra reputaci\u00f3n, as\u00ed como la percepci\u00f3n que tienen las audiencias sobre nuestra empresa, lo cual se trascienda en el tiempo o desaparezca.<\/span><\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">En el marco de esta econom\u00eda, actualmente las decisiones de inversiones, fusiones y adquisiciones, entre otras, depende en gran medida del grado de admiraci\u00f3n, respeto y confianza que inspiran las marcas, compa\u00f1\u00edas y gobiernos a nivel global, lo cual genera valor social y una c\u00fapula de hierro para afrontar la crisis.<\/span><\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Seg\u00fan el estudio\u00a0 <\/span><\/span><b><i><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">El estado de la reputaci\u00f3n corporativa en 2020<\/span><\/span><\/i><\/b><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"> , elaborado por la consultora de comunicaci\u00f3n Weber Shandwick, la reputaci\u00f3n supone un 63% del valor de mercado de una marca y contribuye significativamente al \u00e9xito de una compa\u00f1\u00eda. <\/span><span style=\"vertical-align: inherit;\">Adem\u00e1s, el 58% del valor de una empresa es atribuido a la reputaci\u00f3n del CEO.<\/span><\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\"><img decoding=\"async\" class=\" ls-is-cached lazyloaded\" src=\"https:\/\/assets.entrepreneur.com\/images\/misc\/1637558977_Depositphotos_209325744_S.jpg\" alt=\"\" \/><\/span><\/p>\n<p><span style=\"color: #000000;\"><sup><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Depositphotos.com<\/span><\/span><\/sup><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Por otra parte, la consultora Merco comparti\u00f3 recientemente el 9 \u00b0 ranking\u00a0 <\/span><\/span><b><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Merco <\/span><\/span><i><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">\u00a0Empresas y L\u00edderes M\u00e9xico<\/span><\/span><\/i><\/b><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"> , el cual muestra quienes tienen la mejor reputaci\u00f3n en el. <\/span><span style=\"vertical-align: inherit;\">Dentro de la edici\u00f3n 2021. Grupo Bimbo ocupa el primer puesto del top 10 tras cinco ediciones consecutivas, seguido de Grupo Modelo y Walmart; <\/span><span style=\"vertical-align: inherit;\">el listado lo completan BBVA, Pfizer, Google, Nestl\u00e9, Amazon, Natura y Mercado Libre.<\/span><\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Cabe destacar que el perfil reputacional de Merco para cada organizaci\u00f3n incluye tres fortalezas y una debilidad entre dieciocho variables como: valor de la marca, recomendaci\u00f3n de los clientes, calidad laboral, marca empleador reconocida, orgullo corporativo, comportamiento corporativo \u00e9tico, responsabilidad social y medioambiental , as\u00ed como cultura de innovaci\u00f3n y cambio, etc.<\/span><\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Ante este escenario, es importante para las compa\u00f1\u00edas mexicanas ganarse la confianza de sus audiencias, en especial del consumidor, a trav\u00e9s de estrategias de comunicaci\u00f3n digital, gesti\u00f3n de reputaci\u00f3n corporativa y relaciones p\u00fablicas para fortalecer de manera positiva su imagen y marca.<\/span><\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Fuente:\u00a0<\/span><\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #000000;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">Esparza, MA (2021, 22 de noviembre). <\/span><\/span><i><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">La reputaci\u00f3n corporativa y la econom\u00eda de los intangibles<\/span><\/span><\/i><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"> . <\/span><span style=\"vertical-align: inherit;\">Empresario. <\/span><span style=\"vertical-align: inherit;\">Recuperado 22 de noviembre de 2021, de https:\/\/www.entrepreneur.com\/article\/398436<\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La crisis sanitaria por COVID-19 en M\u00e9xico no ha llegado a su fin, ya que M\u00e9xico atraviesa por una tercera ola de contagios, as\u00ed como retos en materia de cuidado de la salud e inoculaci\u00f3n de la poblaci\u00f3n. Adem\u00e1s, la pandemia cambio las reglas del juego de los negocios y deton\u00f3 nuevos h\u00e1bitos de consumo [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":25355,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[375],"tags":[],"class_list":["post-25354","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-economia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La reputaci\u00f3n corporativa y la econom\u00eda de los intangibles - Observatorio Tecnol\u00f3gico de Hidalgo<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/otech.uaeh.edu.mx\/noti\/economia\/la-reputacion-corporativa-y-la-economia-de-los-intangibles\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La reputaci\u00f3n corporativa y la econom\u00eda de los intangibles - Observatorio Tecnol\u00f3gico de Hidalgo\" \/>\n<meta property=\"og:description\" content=\"La crisis sanitaria por COVID-19 en M\u00e9xico no ha llegado a su fin, ya que M\u00e9xico atraviesa por una tercera ola de contagios, as\u00ed como retos en materia de cuidado de la salud e inoculaci\u00f3n de la poblaci\u00f3n. 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