Estrategias en reputación online corporativa. Análisis en función de la posición de cadena de mando

David López-Lopez, Guillem Bou Bauzà, Olga Rivera

Producció científica: Capítol de llibreContribució a congrés/conferènciaAvaluat per experts

Resum

Several previous research show that the reputation of the CEOs of big companies are closely related to the reputation of their companies [1][2]. These researches include some guidelines such us to include training to managers in social media and Online tools for reputational influence [3][4]. In the Spanish case, where large corporations are not the majority of the business, but are SMEs [5], an approach of this kind raises the question not only about CEOs but about the entire chain of command. The principle that all agents involved in a process of outreach contribute to this projection is applied [4]. This work in progress (short paper) focuses on the variation of the point of view when considering the different hierarchical levels of the chain of command. The study across 4 categories (CEO or Director, Senior manager, Middle management, technical staff) revealed homogeneous general trends but at the same time some specific differences which had to be taken into consideration. As a general conclusion, it was detected a need to strengthen the transmission policy of the strategy, at the several command levels, as discrepancies hinder the execution of the organization's plans.

Títol traduït de la contribucióOnline corporate reputation strategies. Analysis based on the command chain position
Idioma originalCastellà
Títol de la publicació9th Iberian Conference on Information Systems and Technologies, CISTI 2014
EditorIEEE Computer Society
ISBN (imprès)9789899843431
DOIs
Estat de la publicacióPublicada - 2014
Esdeveniment9th Iberian Conference on Information Systems and Technologies, CISTI 2014 - Barcelona, Spain
Durada: 18 de juny 201421 de juny 2014

Sèrie de publicacions

NomIberian Conference on Information Systems and Technologies, CISTI
ISSN (imprès)2166-0727
ISSN (electrònic)2166-0735

Conferència

Conferència9th Iberian Conference on Information Systems and Technologies, CISTI 2014
País/TerritoriSpain
CiutatBarcelona
Període18/06/1421/06/14

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