Subjects
59 Ciencia política
5901 Relaciones internacionales
590103 Política internacional
53 Ciencias económicas
5311 Organización y dirección de empresas
531105 Marketing
España Global : Inditex conquista el mundo
Abstract
La imagen internacional de un país, y sobre todo la que compete al sector económico y comercial, tiene una fuerte influencia en el triunfo y la notoriedad de sus empresas y marcas. Conscientes de esta realidad, se crea en 2012 el proyecto Marca España que posteriormente pasa a denominarse España Global y cuyo objetivo fundamental es mejorar la reputación de España en el mundo y, en consecuencia, hacer sus empresas más competitivas. Tras siete años de proyecto, solo dos empresas se encuentran en los rankings internacionales de reconocimiento de marca y Zara es una de ellas. La marca pertenece al grupo Inditex, el mayor grupo textil español así como uno de los mayores del mundo. Posee más de siete mil tiendas en más de ochenta países en los cinco continentes y emplea a más de veinte mil personas. Sin embargo, pese a tener una multinacional de esa envergadura en España, todavía hoy, están poco estudiadas las implicaciones que comportan la imagen y la actividad de la empresa Inditex sobre nuestra imagen exterior.
The international image of a country, and especially that related to the economic and commercial field, is closely linked to the success and prestige of its companies and brands. Aware of this reality, the Marca España project is created in 2012, which is later renamed España Global and whose fundamental objective is to improve Spain's reputation in the world and consequently make its companies more competitive. After seven years of project, only two of its companies are in the international rankings of brand recognition and Zara is one of them. The brand belongs to the Inditex group, the largest Spanish textile group as well as one of the largest in the world. It has more than seven thousand stores in more than eighty countries on five continents and employs more than twenty thousand people. However, despite the notoriety of having a multinational of this calibre in Spain, the implications of the image and activity of the Inditex company on our external image are still little studied today.
The international image of a country, and especially that related to the economic and commercial field, is closely linked to the success and prestige of its companies and brands. Aware of this reality, the Marca España project is created in 2012, which is later renamed España Global and whose fundamental objective is to improve Spain's reputation in the world and consequently make its companies more competitive. After seven years of project, only two of its companies are in the international rankings of brand recognition and Zara is one of them. The brand belongs to the Inditex group, the largest Spanish textile group as well as one of the largest in the world. It has more than seven thousand stores in more than eighty countries on five continents and employs more than twenty thousand people. However, despite the notoriety of having a multinational of this calibre in Spain, the implications of the image and activity of the Inditex company on our external image are still little studied today.
Información detallada
Materias, derechos, colecciones e identificadores
Keywords
Inditex, Marca España, Reputación, Imagen, Internacional, Inditex, Marca España, Reputation, Image, International
URI / Handle
http://hdl.handle.net/11531/28247Rights
Attribution-NonCommercial-NoDerivs 3.0 United States