La imagen del CEOestrategia de comunicación corporativa
- José Gabriel Mira Agulló 1
- Beatriz Peña Acuña 1
- María Concepción Parra Meroño 1
- 1 Universidad Católica de Murcia, España
ISSN: 1012-1587
Datum der Publikation: 2016
Nummer: 10
Seiten: 244-266
Art: Artikel
Andere Publikationen in: Opción: Revista de Ciencias Humanas y Sociales
Zusammenfassung
The objective of this study is to analyze the role of CEO in Spanish communication strategies successful companies from the last European Communication Monitor 2014 report analysis, combined with relevant literature and information provided by the departments of communication. The research is performed using a methodology of descriptiveanalytical study of multiple case, three case studies of companies in Spain, where the CEO is a key instrument in corporate communication are studied. The results allow identifying the attributes, media and tools that enhance the image of the CEO as corporate strategy.