Reputação corporativa: o desafio da análise
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Resumo
Embora a reputação corporativa tem sido objeto de estudo desde há algumas décadas, só a partir dos anos 90 é que o interesse pela temática se intensificou. Com a competitividade de mercado as empresas precisam de todos os ativos que lhes possam acrescentar valor, sendo a reputação um deles. Assim, foi decidido fazer uma revisão à literatura que explana os modelos de avaliação da reputação e a influência dos principais stakeholders. Dada a complexidade do tema, foi igualmente decidido complementar a análise dos modelos com uma revisão das principais variáveis/constructos que se relacionam com a reputação corporativa.
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