Reputação Corporativa e a Percepção de Stakeholders: Um Estudo no Setor Agrícola

Objective: To analyze stakeholders’ perception of the corporate reputation of Company X, whose main activity is the resale and technical assistance of agricultural equipment. Method: This is an applied empirical research with a qualitative-quantitative approach. Data collection procedures involved in-depth interviews with managers, participant observation, and the application of questionnaires to employees and consumers, totaling a sample of 150 participants. Originality/Relevance: The study addresses a theoretical gap regarding the scarcity of research on corporate reputation in the Brazilian context, especially in specific sectors such as agribusiness. The academic relevance lies in the exploration of reputation as a strategic intangible asset. Results: The findings indicate a predominantly positive perception of the organization’s reputation in both stakeholder groups. However, the results reveal specific dimensions that require strategic improvement to align the internal image with the external one. Theoretical/Methodological contributions: The research strengthens the national literature on intangible assets and organizational value perception.