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Corporate reputation correlation as a strategic marketing tool in service design management

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dc.contributor.authorMaduro, Soraia
dc.contributor.authorFernandes, Paula Odete
dc.contributor.authorAlves, Albano
dc.date.accessioned2020-05-05T08:32:26Z
dc.date.available2020-05-05T08:32:26Z
dc.date.issued2017
dc.description.abstractThis paper focused on the scope of the Design Management as a differentiating agent in the use of resources of the design and its interaction with the strategies and goals of a Service Sector, particularly in Higher Education Institutions (HEI). Currently the Reputation of HEI represents an intangible capital and a valuable asset and is recognized an important role in the differentiation and competitive advantage (Ruão, 2008). This competitive environment together with limitations of public resources for Higher Education makes the image an essential part of the strategic management of HEI (Luque-Martinez & Del Barrio Garcia, 2009). Conducting a correlations were obtained in most of the Corporate Character Scale dimensions, which reflects that these are very important when IPB's strong and sustained reputation. However, the presence of strong and positive relationships in dimensions such as ruthlessness, informality and machismo reflect the need to pay more attention to these characteristics in order to contribute to the overall satisfaction of the image perceived by the IPB Community. This paper aims to show that one of the ways to create new communication strategies can be through correlational analysis as a strategic marketing tool in Service Design Management in order to add value to the services, increasing their corporate reputation.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationMaduro, Soraia; Fernandes, Paula O.; Alves, Albano (2017). Corporate Reputation correlation as a strategic marketing tool in Service Design Management. In International Conference on Innovation, Entrepreneurship and Technology Transfer, Regional HELIX’17. Covilhã, Portugal, University of Beira Interior. p. 35-36. ISBN: 978-989-8196-69-9.pt_PT
dc.identifier.isbn978-989-8196-69-9
dc.identifier.urihttp://hdl.handle.net/10198/21913
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherUniversidade da Beira Interiorpt_PT
dc.relationThe preparation of the paper was supported by FCT - Portuguese Foundation for the Development of Science and Technology, Ministry of Science, Technology and Higher Education; “Project Code Reference UID/GES/4752/2016”.pt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectService design managementpt_PT
dc.subjectCorporate reputationpt_PT
dc.subjectStrategiespt_PT
dc.subjectPolytechnic Institute of Bragançapt_PT
dc.subjectHEIpt_PT
dc.titleCorporate reputation correlation as a strategic marketing tool in service design managementpt_PT
dc.typeconference object
dspace.entity.typePublication
oaire.citation.conferencePlaceCovilhãpt_PT
oaire.citation.endPage36pt_PT
oaire.citation.startPage35pt_PT
oaire.citation.titleInternational Conference on Innovation, Entrepreneurship and Technology Transfer, Regional HELIX’17pt_PT
person.familyNameMaduro
person.familyNameFernandes
person.familyNameAlves
person.givenNameSoraia
person.givenNamePaula Odete
person.givenNameAlbano
person.identifierN-3804-2013
person.identifier.ciencia-id521D-E4C3-0500
person.identifier.ciencia-id991D-9D1E-D67D
person.identifier.ciencia-id281A-DD4A-2605
person.identifier.orcid0000-0002-8662-1857
person.identifier.orcid0000-0001-8714-4901
person.identifier.orcid0000-0001-9796-6810
person.identifier.scopus-author-id35200741800
rcaap.rightsopenAccesspt_PT
rcaap.typeconferenceObjectpt_PT
relation.isAuthorOfPublicationb2ace0a2-1967-4fde-85a4-93df8b3761a5
relation.isAuthorOfPublication2269147c-2b53-4d1c-bc1b-f1367d197262
relation.isAuthorOfPublication80d7f985-d700-4911-8974-b2678816db35
relation.isAuthorOfPublication.latestForDiscovery80d7f985-d700-4911-8974-b2678816db35

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