El propósito como dinamizador de la cultura corporativa y generador de valoranálisis de las websites de las empresas españolas del IBEX-35

  1. López de Aguileta-Clemente, Carmen 1
  2. Molares-Cardoso, Julinda
  3. Badenes Plá, Vicente 1
  1. 1 Universidade de Vigo
    info

    Universidade de Vigo

    Vigo, España

    ROR https://ror.org/05rdf8595

Journal:
Revista Internacional de Relaciones Públicas

ISSN: 2174-3681

Year of publication: 2023

Issue Title: Dimensiones de las Relaciones Públicas (Enero-Junio)

Volume: 13

Issue: 25

Pages: 41-54

Type: Article

DOI: 10.5783/REVRRPP.V13I25.797 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Revista Internacional de Relaciones Públicas

Abstract

The new scenario emerged after the pandemic, together with the lack of trust of citizens towards institutions, social agents and the media (Edelman 2022), draw a reality defined by mistrust and uncertainty, where the population seeks in companies what institutions and their leaders are not capable of providing them. In this context, it is no longer enough for corporations to have a vision and a mission, a CSR program or a website filled with values; they also need a clear purpose, to turn their actions into practice and to return to society part of what it has given them over the years. Therefore, it is a necessity for companies to transfer all the information related to their corporations to society, to increase awareness of their corporate culture, their contribution to social issues, while transmitting their purpose and adding value to their corporations. In this sense, corporate websites are a very useful tool as an information channel, for that reason, this analysis of the websites of the Spanish companies that are part of the IBEX-35 during 2022 it is intended to find and study the corporate purpose of these companies as value generator. The objective of this work is twofold: on the one hand, to analyze whether companies are currently aware of the importance of the role they play in society. On the other, to find out if they incorporate their contribution to society through the purpose into their corporate culture, and if they transfer it to the public. The corporate purpose shows the company's sense of existence, but also its contribution to society, hence its importance as a generator of value in the company's corporate culture. For this, a quantitative and qualitative analysis of the information from the corporate websites of all the Spanish companies that make up the IBEX 35 stock market indicator during 2022 is carried out. The research results show that general growth that brand management, reputation, purpose, sustainability, ethics and transparency of companies are acquiring, it does not seem to have penetrated significantly in the large corporations analyzed yet. To date, most of these companies do not pay special attention to their corporate culture or the key intangibles that are part of it. None of the companies analyzed has its own specific space on its website to express its corporate culture and publicize its main intangible assets. Less than half of the companies analyzed (45,7%), convey the purpose to society on their website. The 54,3%, still do not consider the purpose as an intangible that adds value to the company and contributes to improve business capacity and management, as a lever of change, which allows anticipating changes. The purpose expressed by the companies analyzed around two fundamental axes, on the one hand, around concepts close to social and human issues such as; society, the planet, ecology, sustainability, sustainable development, human and labor rights, social dialogue, people, and on the other hand around concepts more linked to business issues such as; sustainable infrastructures, economic progress, energy supply, decarbonization, energy model, electricity.

Bibliographic References

  • Álvarez-Nobell, A et al. (2023). Propósito y reinvención del capitalismo. La ciudadanía y los nuevos modelos de empresa en tiempos de transformación. Ed. Canvas Estrategias Sostenibles - Universidad de Málaga. Recuperado mayo de 2023 de https://hdl.handle.net/10630/26117
  • Arcay, M. & Vázquez, M. (2005). Corporate characteristics, governance rules and the extent of voluntary disclosure in Spain. Advances in Accounting, 21, 299-331. https://doi.org/10.1016/S0882-6110(05)21013-1
  • Baeza, C. (2021). BBVA. El propósito de la cultura corporativa. Recuperado el 25 de noviembre de 2022 de https://www.bbva.com/es/el-proposito-de-la-cultura-corporativa/ .
  • Bassett, M. Koh, P. & Tutticci, I. (2007). The association between employee stock option disclosures and corporate governance: Evidence from an enhanced disclosure regime. The British Accounting Review, 39(4), 303-322. https://doi.org/10.1016/j.bar.2007.06.003
  • Bolsa de Madrid (2022). Ibex 35. https://www.bolsasymercados.es/bme-exchange/es/Home
  • Bollen, L. Hassink, H. & Bozic, G. (2006). Measuring and explaining the quality of Internet investor relations activities: a multinational empirical analysi. International Journal of Accounting Information Systems, 7, 273-298.
  • Business Roundyable (2029). Business Roundtable redefine el propósito. https://www.businessroundtable.org/business-roundtable-redefines-the-purpose-of-a-corporation-to-promote-an-economy-that-serves-all-americans
  • Capriotti, P. & Moreno, A. (16 -18 de noviembre de 2005). El tratamiento de la información sobre ciudadanía corporativa en las webs corporativas de las empresas del IBEX35, en Tendencias actuales en las relaciones públicas: II Congreso Internacional de Investigadores en Relaciones Públicas, [libro de actas]. Facultad de Comunicación de la Universidad de Sevilla,. 465-484. Sevilla. Asociación de Investigadores en Relaciones Públicas (AIRP). http://hdl.handle.net/11441/39335-
  • Corporate Excellence (2020). The Corporate Purpose Roadmap. Building Authentic Purpose-driven Organizations. Metodología para la creación, implementación y activación del propósito corporativo. Madrid: Corporate Excellence Informe 2020.
  • Corporate Excellence (2021). 2021 Global PR & Communication Model. A practitioners perspective. Full Report. Madrid: Corporate Excellence
  • Corporate Excellence (2022). Approaching the Future 2020: Tendencias en Reputación y Gestión de Intangibles. Madrid: Corporate Excellence y Canva.
  • Deloitte (2017). 2030 Purpose: Good business and a better future. La Sostenibilidad en la estrategia de las empresas españolas. https://bit.ly/2SdrG6S
  • Deloitte (2017). Ideas. “Construyendo para los próximos 175 años. El viaje de Deloitte hacia lo icónico”. https://www2.deloitte.com/pe/es/pages/about-deloitte/articles/deloitte-175-historia-4.html
  • Deloitte Insights (2021). 2021 Global Marketing Trends. Find your focus. https://www2.deloitte.com/content/dam/Deloitte/es/Documents/operaciones/Deloitte-ES-operations-Global-Marketing-Trends.pdf
  • Edelman (2005). Trust Barometer 2005. The Sixth Global Opinion Leaders Study. http://www.efaidnbmnnnibpcajpcglclefindmkaj/https://www.edelman.com/sites/g/files/aatuss191/files/2018-10/2005-Edelman-Trust-Barometer-Global-Findings.pdf
  • Edelman (2020). Trust Barometer 2020. Recuperado 25 agosto 2022 en https://www.edelman.com/trust/2020-trust-barometer
  • Edelman (2021). Trust Barometer 2021. Recuperado 25 agosto 2022 en https://www.edelman.com.es/TRUST-BAROMETER-SPAIN-2021
  • Edelman (2022). Trust Barometer 2022. Recuperado 25 agosto 2022 en https://www.edelman.com.es/2022-edelman-trust-barometer
  • Edelman (2022). Romper el círculo vicioso de la desconfianza. Recuperado 25 agosto 2022 en https://www.edelman.com/trust/2022-trust-barometer/breaking-vicious-cycle-distrust
  • Fontán, C., Alloza, A., Rey, C. (2019). (Re)Descubriendo el Propósito Organizacional. En: Rey, C., Bastons, M., Sotok, P. (eds) Organizaciones con propósito. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-17674-7_9
  • Hurst Aaron (2016). The Purpose Economy, Expanded and Updated: How Your Desire for Impact, Personal Growth and Community Is Changing the World. USA. Elevate.
  • Llorente y Cuenca (2018). Los directivos españoles ante el propósito corporativo: 5 claves. Informe Especial. Madrid, septiembre. Llorente &Cuenca.
  • Llorente y Cuenca. Ideas LLYC (2022). El impacto reputacional de los clientes insatisfechos. Informe. Madrid, septiembre. Llorente &Cuenca.
  • Llopis, J. González, M.R. & Gascó J.L. (2009): Análisis de páginas web corporativas como descriptor estratégico. Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE). Elsevier, Amsterdam, Vol. 15, Iss.3, pp. 119-133. ISSN 1135-2523, https://doi.org/10.1016/S1135-2523(12)60104-X.
  • Mañas, L. Santos, D. González, I. (2020). El propósito corporativo en las memorias de las empresas cotizadas españolas y portuguesas. Revista Prisma Social. La cultura de las organizaciones en la era de la digitalización. 29, 1-24. https://revistaprismasocial.es/article/view/3600
  • Milagro M. (2021). El poder de la marca. Valores y actitudes para cambiar el mundo. Telos Cuadernos de comunicación e innovación, 116, 22-24. https://telos.fundaciontelefonica.com/telos-116-asuntos-de-comunicacion-marta-milagro-el-poder-de-la-marca/
  • Moreno, A. & Capriotti, P. (2006). La comunicación de las empresas españolas en sus webs corporativas. Análisis de la información de responsabilidad social, ciudadanía corporativa y desarrollo sostenible. Zer, 21, 47-62. https://ojs.ehu.eus/index.php/zer/article/view/3718
  • Muñoz, D. Sebastián, A. & Núñez, M. (2019). La cultura corporativa: claves de la palanca para la verdadera transformación digital. Revista Prisma Social. La sociedad del aprendizaje: Retos educativos en la sociedad y cultura posmoderna. 25, 440-463. ISSN: 1989-3469.
  • Sinek, S (2009). Start with Why: How Great Leaders Inspire Everyone to Take Action. USA. Penguin Group.
  • Sinek, S (2017). Find Your Why: A Practical Guide for Discovering Purpose for You and Your Team. USA. Penguin Group.
Data source: Dialnet