Análisis de la reputación corporativa de la empresa transporte Rutas Orenses para proponer estrategias de mejoramiento de marca.

Abstract

The purpose of the present research design is to evaluate the company Rutas Orenses and to identify how its corporate reputation is perceived both internally and externally of the company. This information will be used to support the case study of the Technical University. de Machala, research line "Branding". The analysis of the best strategies for a company to improve its reputation is based on a group of indicators of evaluation of corporate reputation prepared by the Reputation Institute, an entity considered the most important with respect to the research of reputation and corporate image. The objectives of the research is to determine how the reputation of the land transport company "Rutas Orenses" of the city of Machala is currently, all the aspects related to the subject and to determine suitable strategies for the company's use, taking into account the segment which is directed and the different characteristics of improvement for the benefit of this business entity.