It is good to talk about this situation because the “moral damage” that the UNAM has suffered in terms of image is an example of what could happen to all companies and institutions and that we must take care of: corporate reputation.
This concept may be somewhat impalpable, but it represents the essence of what a corporation must project: those intangible values that society perceives and that can be from honesty, ethics and morality with which managers operate or the company acts. , as well as the services they provide and even the labor relations established by companies or institutions with their target audiences.
Corporate reputation for a company or institution are those competitive advantages that make the difference between one company or another when users, consumers or investors have to decide which university to study at or which items to choose. Therein lies the importance of it and the fact that it must be cared for as the most precious asset of each institution.
There is a debate as to whether corporate reputation is only something intangible or whether it also influences the economic value of companies. Some people have pointed out that corporate reputation also has an economic value because it depends on having a greater number of customers, that they look for that company’s products or that investors decide to increase and participate in a certain company.
Due to these arguments, the UNAM issue is something very relevant, which should serve as an example for the actions of each organization. I am not going to judge the case of Minister Yasmín Esquivel or comment on the situation of footballer Dani Alves who, although it is the board of trustees who manages and finances the football club, in the end it is the name and reputation of the University that is at stake. questionable, whatever.
