{"title":"个人和专业品牌在经济上的声誉。","authors":"Isabel Iniesta-Alemán","doi":"10.12795/IROCAMM.2019.v02.i01.06","DOIUrl":null,"url":null,"abstract":"espanolLa reputacion es el verdadero territorio en el que hoy compiten todas las organizaciones. Sin embargo, muchas agencias de publicidad no muestran los perfiles profesionales de sus directivos en la comunicacion de su empresa. En nuestra investigacion nos planteamos que esto ocurre, quiza, porque es una informacion que no aprecian los anunciantes al seleccionar a su proveedor de servicios de publicidad y comunicacion. Otro supuesto que analizamos es que muchas agencias no tienen, en su equipo directivo personas cuya formacion o historial profesional no seria suficiente como para competir abiertamente con otros directivos de agencia. Como metodologia utilizamos la triangulacion metodologica. En las conclusiones de nuestra investigacion, observamos que existe una cierta opacidad en cuanto a los meritos profesionales de quienes ofrecen sus servicios como agencia, ya que no ofrecen datos sobre su formacion academica o trayectoria profesional. En nuestro estudio, deducimos sin embargo que para los anunciantes es muy importante el hecho de conocer la profesionalidad de quienes van a ser contratados en el area de comunicacion corporativa. Quienes utilizan las redes sociales con mayor profesionalidad estan consiguiendo una mayor cuota de mercado. EnglishReputation is the actual battle camp on which all organizations compete. It is a fact that most advertising agencies do not show the professional profiles of their own managers as a valuable token in the communication of their company. In our research, we consider that this may occur because advertisers do not appreciate this information when choosing their advertising and communication service partner. Another assumption that we analyze is that many agencies do not have, in their management team, people whose training or professional background would be enough to openly compete with other agency managers. We used methodological triangulation to evaluate these two hypotheses. In the conclusions of our investigation, we observed that there is a certain opacity in terms of the professional merits of those agency managers when offering their services, since they do not share data on their academic training or professional career. We nevertheless deduce that it is very important for advertisers to know the professionalism of those who are going to be hired in the area of corporate communication. Those who use social networks more professionally are getting a greater market share.","PeriodicalId":402429,"journal":{"name":"IROCAMM-International Review Of Communication And Marketing Mix","volume":"16 29 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The personal and professional brand in the economy of reputation.\",\"authors\":\"Isabel Iniesta-Alemán\",\"doi\":\"10.12795/IROCAMM.2019.v02.i01.06\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"espanolLa reputacion es el verdadero territorio en el que hoy compiten todas las organizaciones. Sin embargo, muchas agencias de publicidad no muestran los perfiles profesionales de sus directivos en la comunicacion de su empresa. En nuestra investigacion nos planteamos que esto ocurre, quiza, porque es una informacion que no aprecian los anunciantes al seleccionar a su proveedor de servicios de publicidad y comunicacion. Otro supuesto que analizamos es que muchas agencias no tienen, en su equipo directivo personas cuya formacion o historial profesional no seria suficiente como para competir abiertamente con otros directivos de agencia. Como metodologia utilizamos la triangulacion metodologica. En las conclusiones de nuestra investigacion, observamos que existe una cierta opacidad en cuanto a los meritos profesionales de quienes ofrecen sus servicios como agencia, ya que no ofrecen datos sobre su formacion academica o trayectoria profesional. En nuestro estudio, deducimos sin embargo que para los anunciantes es muy importante el hecho de conocer la profesionalidad de quienes van a ser contratados en el area de comunicacion corporativa. Quienes utilizan las redes sociales con mayor profesionalidad estan consiguiendo una mayor cuota de mercado. EnglishReputation is the actual battle camp on which all organizations compete. It is a fact that most advertising agencies do not show the professional profiles of their own managers as a valuable token in the communication of their company. In our research, we consider that this may occur because advertisers do not appreciate this information when choosing their advertising and communication service partner. Another assumption that we analyze is that many agencies do not have, in their management team, people whose training or professional background would be enough to openly compete with other agency managers. We used methodological triangulation to evaluate these two hypotheses. In the conclusions of our investigation, we observed that there is a certain opacity in terms of the professional merits of those agency managers when offering their services, since they do not share data on their academic training or professional career. We nevertheless deduce that it is very important for advertisers to know the professionalism of those who are going to be hired in the area of corporate communication. 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The personal and professional brand in the economy of reputation.
espanolLa reputacion es el verdadero territorio en el que hoy compiten todas las organizaciones. Sin embargo, muchas agencias de publicidad no muestran los perfiles profesionales de sus directivos en la comunicacion de su empresa. En nuestra investigacion nos planteamos que esto ocurre, quiza, porque es una informacion que no aprecian los anunciantes al seleccionar a su proveedor de servicios de publicidad y comunicacion. Otro supuesto que analizamos es que muchas agencias no tienen, en su equipo directivo personas cuya formacion o historial profesional no seria suficiente como para competir abiertamente con otros directivos de agencia. Como metodologia utilizamos la triangulacion metodologica. En las conclusiones de nuestra investigacion, observamos que existe una cierta opacidad en cuanto a los meritos profesionales de quienes ofrecen sus servicios como agencia, ya que no ofrecen datos sobre su formacion academica o trayectoria profesional. En nuestro estudio, deducimos sin embargo que para los anunciantes es muy importante el hecho de conocer la profesionalidad de quienes van a ser contratados en el area de comunicacion corporativa. Quienes utilizan las redes sociales con mayor profesionalidad estan consiguiendo una mayor cuota de mercado. EnglishReputation is the actual battle camp on which all organizations compete. It is a fact that most advertising agencies do not show the professional profiles of their own managers as a valuable token in the communication of their company. In our research, we consider that this may occur because advertisers do not appreciate this information when choosing their advertising and communication service partner. Another assumption that we analyze is that many agencies do not have, in their management team, people whose training or professional background would be enough to openly compete with other agency managers. We used methodological triangulation to evaluate these two hypotheses. In the conclusions of our investigation, we observed that there is a certain opacity in terms of the professional merits of those agency managers when offering their services, since they do not share data on their academic training or professional career. We nevertheless deduce that it is very important for advertisers to know the professionalism of those who are going to be hired in the area of corporate communication. Those who use social networks more professionally are getting a greater market share.