La integración del factor reputacional por parte de los analistas de valores cotizados en España:

Corporate reputation is an intangible asset with a proven impact on the evolution of organizations. Its influence on strategic business variables such as talent acquisition or retention, pricing policies, access to financing and cost of capital, shareholder acquisition and loyalty, or differentiation from competitors, among others, make this intangible asset a key element of business management and company valuation. Being such a determining factor, it is worth asking whether stock analysts, in charge of evaluating, assessing and recommending listed companies to investors and shareholders, adequately consider and integrate this factor as they do with other key business variables. This article analyses the results of a research aimed at determining the degree of integration of corporate reputation by stock market analysts in Spain. Through an online survey, the quantitative and qualitative impressions and opinions of professionals who have to deal with the integration of this intangible asset in the fundamental analysis processes of the companies they follow are collected. The results point not only to a clear recognition of reputation as a significant element with a direct impact on the evolution of the business of organizations, but also to the confirmation of the existence of a clear role in the valuation and evaluation processes of listed companies. Furthermore, the study defines the prototypical profile of the analyst who integrates reputation into his valuation processes.