The Navarra Foundation for Excellence, the University of Navarra, Corporate Excellence - Centre for Reputation Leadership and Creatalent presented this morning in Pamplona Core Reputation - Alliance for Excellence, an initiative that seeks the transformation of companies in northern Spain through reputation and the management of intangibles. The event was attended by a hundred entrepreneurs and professionals from Navarre.

During the presentation, Marino Barasoain, director of the Navarra Foundation for Excellence, indicated that this initiative aims to help companies manage intangible assets and resources such as reputation, responsibility, sustainability, legitimacy and transparency, social commitmentin a context in which society expects from companies "exemplary behavior with their community and their environment".

The strategic management of these intangibles by the business and the appropriate relationship with its stakeholders is what makes up the reputation of companies. "It has been proven that companies that take care of their reputation have a better positioning in the market and, consequently, end up having better results," said Angel Alloza, CEO of Corporate Excellence - Centre for Reputation Leadership.

Juan Manuel Mora, Vice President of Communication at the University of Navarra, explained that the financial and business sector crises of recent years have made reputation a "strategicresource of concern to everyone. Reputation is the perceived quality of the organization; a result that can be measured, managed and lost, but it can also be built. We want to create a shared learning space to help companies improve their reputation," he said.

Gonzalo Alzueta, director of Creatalent, stated that "Core Reputation will carry out a program of activities at training and knowledge for companies that wish to improve their reputation and management of intangibles. It will offer different forms of training and learning such as the Master's Degree Executive in Corporate Reputation of the University of Navarra or access to a virtual Library Services on specialized topics and conference on reputation. It will also articulate spaces for meeting and learning among business executives around the generation of knowledge and training in management of intangibles".

Study on trends in reputation and intangibles management

During the Core Reputation presentation , it was announced the report Approaching The Future 2019: Trends in reputation and management of intangibles, a study on trends in reputation and management of intangibles prepared from a survey to more than 200 managers and experts, and with financial aid of artificial intelligence techniques to know the issues that lead the business diary and contrast the evaluation of professionals with the actions of their companies.

In 2019, according to report, 15 trends have been identified for the managers and professionals consulted, among which corporate purpose stands out in first position. Fifty-six percent of professionals say they are working on initiatives to implement and activate corporate purpose through corporate values and culture.

The second most relevant trend is the management of reputation in the context of the collaborative Economics . With the transformation of the business world and new technologies, the great challenge is the management of trust and reputation in the face of changes in consumer behavior and new habits of citizens generated in the current digital context.

The future of work is the third most relevant trend, marked by the frenetic change in work environments. Digitalization and automation require new ways of understanding and organizing work, as well as new skills. Agility and flexibility have become two basic characteristics that describe the future of work. Fifty-six percent of the organizations surveyed already have flexible work arrangements and new forms of work.

"The management of reputation and other intangibles is already a priority in the diary of organizations. The changes that are taking place in the business world cannot be understood without knowledge or an adequate training in this area. Society is asking for it and it directly affects the business. This report is core topic to understand this situation" says Angel Alloza, CEO of Corporate Excellence - Centre for Reputation Leadership.

Finally, Yago de la Cierva, professor at IESE of the University of Navarra, explained the risks for companies in a reputation crisis and the best way to get out of it.