Análisis de la relación circular entre reputación corporativa y creación de valor económico patrimonial
Analysis of the circular relationship between corporate reputation and the creation of patrimonial economic value
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Determinar si las compañías deben incorporar aspectos sociales en sus estrategias de gestión conducentes a satisfacer las expectativas de sus distintos stakeholders presenta posturas teóricas y evidencia empírica previa tanto a favor como en contra. El objetivo del presente estudio consiste en analizar la relación existente entre reputación corporativa y creación de valor económico patrimonial en las empresas cotizadas en el mercado bursátil español durante el periodo 2000-2012 aplicando una metodología de datos de panel. Los resultados obtenidos nos indican que la reputación influye positivamente en la creación de valor económico patrimonial, y que, al mismo tiempo, un mayor valor empresarial repercute en una mayor reputación corporativa, dando muestras de una relación bidireccional que retroalimenta las dos variables objeto de estudio. Estos resultados tienen importantes implicaciones para la gestión, ya que legitiman la integración de prácticas de responsabilidad social corporativa en las grandes empresas españolas cotizadas en bolsa.
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