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CEOs activistas: Un análisis descriptivo de los presidentes ejecutivos y sus posturas sociales y políticas

Author

Listed:
  • Carlota López Aza
  • Teresa Pintado Blanco
  • Joaquín Sánchez Herrera

Abstract

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.

Suggested Citation

  • Carlota López Aza & Teresa Pintado Blanco & Joaquín Sánchez Herrera, 2020. "CEOs activistas: Un análisis descriptivo de los presidentes ejecutivos y sus posturas sociales y políticas," DOCFRADIS Working Papers 2004, Catedra Fundación Ramón Areces de Distribución Comercial, revised Jul 2020.
    • Handle: RePEc:ovr:docfra:2004
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    More about this item

    Keywords

    Activismo corporativo; CEO activista; marca CEO; comunicación corporativa; gestión de marca.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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