The Diplomat
Seven out of ten young Colombian university students believe that Spanish companies are “very recognised”, have a good reputation and are credible, according to the results of the first report by the Mesias Observatory on the international image of Spanish companies.
Entitled ‘The Image of Spanish Companies and their Executives in Colombia’, the document was presented at Icade-Universidad Pontificia Comillas, in an event in which ICEX España Exportación e Inversión and the Mesias-Inteligencia de Marca España Institute also participated.
In the opinion of the young people consulted, the presence of Spanish companies is beneficial for the country and adds value, while at the same time contributing to economic development. In this sense, innovation (with 72.9 points out of 100), technology (71.9 points) and experience (70.5 points) are the three most outstanding contributions of Spanish companies.
long the same lines, young Colombians consider that these companies benefit the country, as they contribute to modernising it, improving infrastructure and the well-being of the population, among other things.
The study has gathered the opinion of students, teachers and researchers in the fields of Economics, Business Administration and Management, Marketing and related areas. Two strategic groups, made up of future managers and executives and influencers who contribute to shaping the image of Spanish companies.
During the event, recognition was also given to the Spanish companies that generate the greatest confidence in Colombia. Thus, the distinctions of ‘Trusted Companies’ and ‘Trusted Brands’ were awarded to representatives of Mapfre, Iberia, Ferrovial, Air Europa and OHLA, all of them standing out for their good practices in the Latin American market.
The round table discussion ‘The challenges of Spanish companies in Latin America’ was also held, with the participation of the CEO of iberglobal, Enrique Fanjul, the professor of Ielat-University of Alcalá, Ramón Casilda, and the member of the Board of Directors of ICEX Alumni and International Manager at RocaSalvatella, Alejandro Tortosa.
