CAPITAL SOCIAL COORPORATIVO
DOI:
https://doi.org/10.24054/face.v3i1.1794Palabras clave:
Capital social, corporaciones, partes interesadas, reputación, creyentesResumen
Este artículo discute los conceptos de stakeholders, reputación y capital social y su relevancia para corporaciones en la sociedad moderna. El documento argumenta que existe una demanda especial para la gestión de la reputación. en las comunicaciones corporativas y las relaciones públicas de hoy en día debido a la fragmentación de los públicos y las partes interesadas, así como en cuanto al mayor interés público en las corporaciones. La introducción de medios en tiempo real también ha impuesto nuevos demandas que las corporaciones de hoy deben cumplir para sobrevivir. Diferentes partes interesadas poseen la capacidad de beneficiarse pero también para perjudicar a las corporaciones a través de la reputación corporativa. Las relaciones cultivadas con las partes interesadas pueden ser especialmente beneficioso para la reputación corporativa y el desarrollo a largo plazo, y los lazos sociales que las partes interesadas encarnar puede incluso ser visto como capital social para la corporación. También se crea un nuevo concepto de “poseedores de fe”. presentado para describir mejor el capital social corporativo.
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