Aplicación de un modelo y sistema de medición de variables intangibles en el entorno del negocio empresarial

José Rodríguez Terceño; Juan Enrique Gonzálvez Vallés; David Caldevilla Domínguez

doi:10.4185/RLCS-2017-1179

Authors

José Rodríguez Terceño Complutense University of Madrid
Juan Enrique Gonzálvez Vallés CEU San Pablo University https://orcid.org/0000-0001-5127-7753
David Caldevilla Domínguez Complutense University of Madrid https://orcid.org/0000-0002-9850-1350

DOI:

https://doi.org/10.4185/RLCS-2017-1179

Keywords:

Foresight, intangible variables, impact, emotion, business

Abstract

Currently there are many formats of networks, associations, clubs, clusters and groups for all types of businesses. Most, if not all, businesses base their relationship on the potential interest, and as a result the bond is cyclical and unstable. This research examines the recognition/emotion paradigm raised by companies in their stakeholders. The study is based on the hypothesis that the commercial success or failure of a company is predictable as depends on the achievements or failures of the behaviours stated by the company (values, principles, policies, etc.), which generate emotions and are recognised by their stakeholders (customers, suppliers, employees, investors) through the so-called digital sources. The study measures, both qualitative and quantitatively, the feelings, emotions and sensations expressed by stakeholders towards the products and services on offer. The results of the application of the foresight tool suggest that there is a direct relationship between the perceptions/emotions of the public and the commercial success of companies, which are the subject of these perceptions/emotions.

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Author Biographies

José Rodríguez Terceño, Complutense University of Madrid

José Rodríguez Terceño holds a Bachelor’s degree in Audiovisual Communication (2007) and a PhD in Information Sciences (2015) from the Complutense University of Madrid. Professor of Corporate Social Responsibility at the official Centre attached to the Rey Juan Carlos I University of Madrid, ESERP Business School.

Speaker at several international conferences. Author of several journal articles. Collaborator in books focusing on diverse disciplines such as communication, cinema, television and public relations.

President of the Spanish Society of Ibero-American Communication Studies (SEECI).

Juan Enrique Gonzálvez Vallés, CEU San Pablo University

Juan Enrique Gonzálvez Vallés holds a PhD degree in Information Sciences from the Complutense University of Madrid, a Bachelor’s degree in Journalism. He has taught Marketing and Business Management at the Camilo José Cela University in Madrid. Currently attached to the Department of Audiovisual Communication and Advertising of the CEU San Pablo University, where he teaches “Market research”, “Fundamentals of Advertising” and “Radio Production”.

Member of the Concilium research group, the Spanish Society of Ibero-American Communication Studies and Fórum XXI, where is deputy editor of the journals Vivat Academia and Revista de la SEECI.

Former director of the International University Conference on Communication: Contents, Research, Innovation and Teaching (CUICIID 2014).

Professional experience in several media companies. Coordinated BBVA’s Sponsorships and Communication project: Yo Subo con Carlos Soria (“I support Carlos Soria”). Current Social Media Manager of the CEU San Pablo University and Community Manager of the School of Humanities and Communication Sciences of the CEU San Pablo University.

David Caldevilla Domínguez, Complutense University of Madrid

David Caldevilla Domínguez holds a Bachelor’s degree and a PhD degree in Information Sciences (Audiovisual Communication) from the Complutense University of Madrid, and Diploma in Teaching from the University of Zaragoza. Certified as Full Professor by the National Quality Assessment and Accreditation Agency of Spain (ANECA). Teacher at the University Complutense, the European University of Madrid, IED, ESERP and IPAM (Oporto-Portugal).

Speaker and lecturer in several courses and teacher at several degrees (Telemadrid, Walter & Thompson, McCann). Secretary General of the Spanish Society of Ibero-American Communication Studies (SEECI) and the “International Forum of Communication and Public Relations” (Fórum XXI).

Leader of the Concilium research group of the Complutense University of Madrid. Author of more than 50 scientific articles and 6 books: Asturias y La Rioja, una historia común, El sello de Spielberg, Cultura y RR.PP., Manual de RR.PP., Las RR.PP. y su fundamentación and La cara interna de la comunicación empresarial. Director of doctoral theses.

Member of scientific committees in numerous international conferences and scientific journals. Speaker at over 70 international conferences. Director of the CUICIID and SEECI conferences. Guest editor in various publications and Tertuliano radiofónico.

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