Reputación y liderazgo: estudio de la trasferencia reputacional en la empresa familiar y no familiar

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Publicado 11-02-2022
María-Jesús Moreno-Domínguez
María-Pilar Martín-Zamora
Isabel Serrano-Czaia
Lázaro Rodríguez-Ariza

Resumen

El objetivo principal de este trabajo es determinar la influencia de la familia en la transferencia reputacional entre la empresa y su directivo. En el ámbito de la empresa familiar, la fuerte identificación de la familia con la compañía ha propiciado el estudio de la relación entre la reputación corporativa y el nivel de participación de la familia. Sin embargo, está pendiente de investigación la transferencia mutua de reputación entre la empresa familiar y su directivo. Por esta razón, el estudio pretende asimismo contrastar que la reputación corporativa contribuye a la de su directivo, estudiando cómo incide en esa relación la presencia de una familia en la gestión y/o control de la empresa. A tal efecto, utilizando los rankings publicados por el Monitor Español de Reputación Corporativa (MERCO) relativos a empresas y líderes más reputados en España para el período 2001-2017, se han formulado diferentes modelos econométricos con datos de panel. Los resultados obtenidos, con importantes implicaciones prácticas, contribuyen a la investigación en reputación y, especialmente, a la literatura sobre empresa familiar. En este sentido, los resultados ponen de manifiesto no solo que el carácter familiar de la empresa otorga una ventaja reputacional a la compañía y a su líder, sino que la reputación de los directivos de la empresa familiar se transfiere a la reputación corporativa en un plazo más breve que cuando la empresa no comparte ese carácter.

Cómo citar

Moreno-Domínguez, M.-J., Martín-Zamora, M.-P., Serrano-Czaia, I., & Rodríguez-Ariza, L. (2022). Reputación y liderazgo: estudio de la trasferencia reputacional en la empresa familiar y no familiar. Cuadernos De Gestión, 22(1), 65–80. https://doi.org/10.5295/cdg.211465mm
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Keywords

Reputación corporativa, Reputación directiva, Transferencia reputacional, Empresa familiar, MERCO, Datos de Panel

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