The innovative efforts made by companies are directly linked to long-term sustainable growth since, besides promoting differentiation, they contribute to the enhancement of Corporate Reputation, a key intangible asset for companies and institutions nowadays.
Therefore, the book “Innovar para liderar. Tres casos de éxito” (Innovating in order to Lead: Three Successful Cases), which I have edited, shows three initiatives that have become benchmarks in the field of commitment to innovation and leadership.
First, Ángel Alloza (Corporate Excellence – Centre for Reputation Leadership) describes the efforts made to convey and instill the concept of “Reputation” in the business environment.
Second, Juan Llovet, Director of Marketing and Communication of Gestamp Renewables – Gonvarri Steel Industries, analyzes the Leadingthechange initiative, an excellent example of the use of Information and Communication Technologies (ICT) in order to strengthen the corporate culture.
Miguel García Lamigueiro, Director of Communication and Corporate Responsibility of the Fundación DKV, describes in this book the project implemented by the Fundación DKV Integralia, an impressive commitment towards social innovation.
And finally, Adolfo Corujo, Partner and Managing Director of LLORENTE & CUENCA in Iberia, highlights the main conclusions drawn from the aforementioned projects.
We would like to thank everyone for their valuable contributions to this book.
Jorge Cachinero, Corporate Director of Innovation in LLORENTE & CUENCA, Professor at the IE Business School of Madrid and member of the Scientific Council of the Real Instituto Elcano