La formación directiva de la reputación corporativa en Méxicovisión y análisis sobre la oferta académica en MBA y la demanda profesional

Abstract

Company owners and Chief Executive Officers (CEOs) have a key role when it comes to reputation management. To succeed in that assignment, they must be prepared and acquire the competencies needed to face that kind of responsibility. The objective of this research is the executive training offered by the best MBA courses in Mexico, and how their curricular plans offer training in reputation management, adjusting to the demands of a business environment impacted by this intangible asset. In order to do so, the sample will be the most important MBA courses in the country during the past six years according to the business magazine Expansión. The methodological design of the research contemplated the use of both quantitative and qualitative techniques. The results of this research provide enough material to support future updates in the curricular plans of the MBA courses. It also offers data that supports the preparation of courses focused solely on reputation management training. At a theoretical level, the research offers a compendium of works prepared by some of the most renowned researchers in the field of communication, reputation and intangibles. This work opens the doors to future research in executive training in regard of intangible assets