CEOs activistas: Un análisis descriptivo de los presidentes ejecutivos y sus posturas sociales y políticas
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Universidad Complutense de Madrid
info
Année de publication: 2020
Type: Working Paper
Résumé
Los presidentes ejecutivos (CEOs) intervienen actualmente como activistas en la defensa de temas controvertidos (sociales, políticos…) ajenos a su actividad profesional. Nuestro trabajo profundiza en el uso del activismo de los CEOs con el fin de obtener información cuantitativa, cubriendo la escasez de estudios académicos. Se han recopilado 47 casos de activismo de marca (2008-2019) analizados en función de la participación del CEO, diferenciando entre sectores de actividad y su controversia (incluyendo el sector de la distribución y gran consumo) tipología de activismo, y rendimiento financiero de las organizaciones. Los resultados indican diferencias relevantes que pueden ser tenidas en cuenta por las organizaciones para orientar adecuadamente su comportamiento activista.
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