Subjects
53 Ciencias económicas
5311 Organización y dirección de empresas
531107 Investigación operativa
El carisma y liderazgo social del CEO-fundador de una empresa familiar y su traslado al valor de la marca
Abstract
La empresa familiar española se presenta como uno de los principales agentes de la economía del país representando a más del 90% del tejido empresarial privado. Dada su relevancia, el presente documento estudia el perfil del CEO que, además de liderar la empresa familiar, ha sido el fundador de la misma; así como la susceptibilidad del traslado de sus valores a la marca creada.
La transmisión del carisma y liderazgo social del CEO-fundador a la marca se hace una realidad tangible, y deviene fundamental al ser un elemento diferenciador y, por ende, ventaja competitiva, frente al resto de competidores. Mediante el estudio del caso de Anita Roddick, fundadora de The Body Shop, se verifica el traslado de las características de liderazgo social a la marca en el caso de la empresa familiar. The Body Shop representa el paradigma de éxito empresarial en el que la preocupación social y medioambiental de su CEO-fundadora trasciende a la marca y le aporta valor.
Spanish family business is one of the main agents of the country's economy, representing more than 90% of the private business network. Given its relevance, this document studies the profile of the CEO who, in addition to leading the family business, has been the founder of the same; as well as the susceptibility of the transfer of its values to the brand created. The transmission of the charisma and social leadership of the CEO-founder to the brand becomes a tangible reality, and becomes fundamental as it is a differentiating element and, therefore, a competitive advantage, compared to the rest of the competitors. Through the study of the case of Anita Roddick, founder of The Body Shop, the transfer of the characteristics of social leadership to the brand is verified in the case of the family business. The Body Shop represents the paradigm of business success in which the social and environmental concern of its CEO-founder transcends the brand and adds value to it.
Spanish family business is one of the main agents of the country's economy, representing more than 90% of the private business network. Given its relevance, this document studies the profile of the CEO who, in addition to leading the family business, has been the founder of the same; as well as the susceptibility of the transfer of its values to the brand created. The transmission of the charisma and social leadership of the CEO-founder to the brand becomes a tangible reality, and becomes fundamental as it is a differentiating element and, therefore, a competitive advantage, compared to the rest of the competitors. Through the study of the case of Anita Roddick, founder of The Body Shop, the transfer of the characteristics of social leadership to the brand is verified in the case of the family business. The Body Shop represents the paradigm of business success in which the social and environmental concern of its CEO-founder transcends the brand and adds value to it.
Información detallada
Materias, derechos, colecciones e identificadores
Keywords
Empresa familiar, CEO-fundador, Liderazgo social, Compromiso social, Marca, Competencias directivas, RSC, Family business, CEO-founder, Social leadership, Social commitment, Brand, Management skills, CSR
URI / Handle
http://hdl.handle.net/11531/37254Rights
Attribution-NonCommercial-NoDerivs 3.0 United States