Reputação corporativa: constructos e implicações para a criação de valor

Abstract

The corporate reputation can be understood by the combination of different perspectives that stakeholders have of the company, giving it the character of a strategic resource capable of generating visibility, credibility and value to organizations that have it with support in the Signaling Theory and in Resource-Based View). In turn, the literature (FOMBRUN; SHANLEY, 1990; DUNBAR; SCHWALBACH, 2000; ROBERTS; DOWLING, 2002; BRITO, 2005; SÁNCHEZ; SOTORRÍO, 2007; HORIUCHI, 2010; THOMAZ; BRITO, 2010; CARDOSO et al., 2013; TISCHER; HILDEBRANDT, 2013) reasons that the bigger the corporate reputation, the greater company's capacity to create value for its shareholders and produce superior performance compared to its competitors. In this context, the present study aims to investigate the relationship between corporate reputation and value creation in public companies listed on the BM&FBovespa. Thus, it is considered that corporate reputation is built from the perception of the market (stakeholders), based on the following signals emitted by the companies: socio-environmental disclosure, adoption of best practices of corporate governance, innovation, internationalization and reputation of the CEO (management) and the majority shareholder (control). The study is justified because it seeks to contribute to the expansion of the discussion on the topic corporate reputation. In addition, it provides differential for discuss aspects of building of corporate reputation and its impact on organizations. This is a descriptive research, of quantitative nature, using the documentary procedure, in which statistical tests were applied Factor Analysis, Correlation Test, Multiple Linear Regression and Differences between Means Test. For the analysis of constructive signs of corporate reputation was analyzed the period 2010 to 2012, corporate reputation refers to the year 2012 and the creation of value to the year 2013. Through Factor Analysis, it was created a corporate reputation factor composed by signals: socio-environmental disclosure, innovation, internationalization and reputation of the majority shareholder. The correlation test allowed validating corporate reputation by signals (generated by Factor Analysis), it showed a positive and significant relationship with the corporate reputation by rankings. By means the Multiple Linear Regression, it can be verified that the corporate reputation by signals positively influences the value creation (MVA and EVA); and corporate reputation by rankings is positively related with the value creation in the market perspective (MVA). In addition, it was found that the intangibility and the growth opportunity collaborate on value creation (MVA and EVA) and the firm size favors the value creation only when it is analyzed together with the corporate reputation by signals. The realization of the Differences between Means Test showed that companies with corporate reputation create greater value its shareholders considering the market perspective (MVA). Therefore, it is concluded that, considering the study sample, corporate reputation is a strategic resource generated by signals emitted to the market according to Signaling Theory, which, when it is perceived by various stakeholders, reflect in competitive advantage, and able to influence in the value creation of the companies, according to the precepts of the Resource-Based View.