Intangible assets management more and more important in large corporations - Ecosistema de conocimiento de Corporate Excellence
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Intangible assets management more and more important in large corporations

Reputation & Reputational Risks

Intangible assets management more and more important in large corporations

Madrid, January 30, 2013. Intangible assets management is becoming increasingly important to business strategies of large corporations. Proof of this is; 40% of these executives have already joined the Steering Committees according to a research sponsored by Corporate Excellence with the participation of 117 Communications Director of large companies from the U.S., UK, Germany, France, Spain, Italy, the Netherlands, Brazil, Mexico and Chile.

CCO is now manager of key intangible assets: reputation, brand, communications and public affairs and increase their influence with stakeholders, including sectorial organizations, social organizations, investors and institutional relationships. Communication with employees represents 14% of their time, the same time spent on the relationships with the media.

This research has identified twenty key factors for the success of Chief Communications Officer (CCO.) It has been used as the academic reference for the program The Global CCO designed by Esade and Corporate Excellence, in collaboration with the American universities of Georgetown (Washington) and Columbia (New York). 14 professionals from some of the main corporations in Spain (Abertis, BBVA, Esade, Iberdrola, La Caixa, Repsol, Santander and Telefónica) have participated in the first edition of the program.

A more business professional

The research, conducted by Cees van Riel Professor at the Erasmus University of Rotterdam (Netherlands), divides Communications Director into four different groups: those responsible for aligning the stakeholders, the ones who build relationships, the ones who facilitate the internal change processes and those who integrate communications into business. In order to assume all these roles, Communications Directors are incorporating to their communications responsibilities other issues related to business, leadership, stakeholders management, sales and analysis of the social context.

Executive Summary

Estudio Completo