Innovation as a component of corporate reputation. Analysis of the communication on innovation in the web content of the Spanish organizations with the best reputation
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Abstract
The main objective of this study is to help verify how organizations use their corporate websites as communication channels to manage and improve their reputation through innovation.The presence of information on innovation in the web content of the organizations with the best reputation is analyzed according to the ranking carried out by Merco (monitor of Spanish corporate reputation). To do this, a model is proposed to analyze the contents present in the corporate websites based on the indicators used by Merco to measure the reputation of organizations. In particular, the presence of information on the innovation indicator is identified, as well as its level of accessibility (depending on its location on the web: front page, specific tab, etc.).
The results of the work show that both the presence and the accessibility of information on the variables that make up the innovation is low, especially when compared with the results of other indicators of reputation with similar weight.
The model proposed in this paper is presented as a useful tool to identify opportunities to improve the management of communication of organizations based on the variables that make up the innovation indicator for the construction of an organization's reputation.
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