Abstract

GONZALEZ, Susana G. La reputación como ventaja competitiva sostenible. Cuad. Cent. Estud. Diseño Comun., Ens. [online]. 2013, n.45, pp.203-211. ISSN 1853-3523.

In the current globalized context, companies are in a relentless pursuit to differentiate. The supply of goods and services in general has grown in both quantity and quality. To that extent this phenomenon occurs, if the company does not find a good reason (and communication correctly) to be chosen by consumers, is condemned to lose market share and / or profitability. The traditional sources of competitive advantage are overexploited. In addition to presenting problems with sustainability. In the first place, it is necessary to define corporate reputation and differentiate it from other concepts with which it relates. On this basis, it will refer to corporate reputation and value creation. Then, determine the main characteristics of the reputation and examine to what extent can become a competitive advantage. And finally, if sustainability is possible. If so, the expenditures made to generate favorable reputation could be considered an investment and profit could be calculated. This opens up a field of activity of graduates in Public Relations will certainly find strong arguments to appeal to business people in this area. This work aims to contribute in this regard.

Keywords : Business strategy; Corporate image; Corporate reputation; Creating value; Intangibles; Sustainable competitive advantage.

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