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Viernes de lectura: Marcas ciudadanas

Published by Unai Admin

18/07/2025

Nuestra siguiente recomendación está en inglés, aunque también puedes acceder al resumen en español en nuestro Centro de Conocimiento pinchando aquí. La obra Citizen Brands, escrita por Michael Willmott, experto británico en nuevas tendencias y comportamiento del consumidor, y publicada por la editorial norteamericana Wiley. El argumento principal del libro es que si una empresa comprende y comparte las preocupaciones y anhelos de sus stakeholders podrá disponer de marcas competitivas en los mercados y sostenibles en el tiempo ¿La manera de lograrlo? Vincularse de forma proactiva y con los grupos de interés en su faceta como ciudadanos. Ser un buen ciudadano corporativo es hoy en día la forma correcta de comp...

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Book Summaries. Becoming a Citizen Brand is the Best Way of Building an Excellent Reputation

Published by Unai Admin

17/07/2025

If a company understands and shares the concerns and aspirations of its stakeholders, it may be able to develop brands that would be competitive on the markets and sustainable over time. How to do it? Be more proactive and effective in communication with the stakeholders than before, and know their concerns as citizens. Today, being a good corporate citizen is the best and correct line of behaviour, of existence in the world of businesses and brands. It’s much more than CSR, since CSR is still viewed as an addition to business, an obligation to return to the society what has been received from it, to treat stakeholders well, while the real objective should be to do things well, in the broad sense of this expression. This document was prepared by Corporate Excellence – Centre ...

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