Organizational values expressed in the website and its relation with corporate branding and social desirability

Master's Thesis from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 10, University of Barcelona (Universitat de Barcelona / Université Paris Descartes), language: English, abstract: During the last years companies are increasing the use of the corporate website on internet to show to the society information about themselves. About the corporate information they show, it's usually described the values of their corporate culture. By this study is purposed to analyze the values that companies, operating in the Spanish market, publish in their websites. It's done in two different sectors: hotels and food business. It's questioned if the corporate values published are related to social desirability in an intention of the companies to align them with the social desired values, using their published corporate values as a marketing strategy related to build a positive corporate branding. It's analyzed the website of thirty-one and thirty two companies in hotels and food business respectively to extract their published values. By other hand it's analyzed the social desirability of the Spanish society about which values are considered desirable for the companies in any sector, in tourism and in mass consumption sector. It's been found a match between the more desirable values in companies of the tourism sector with the values more frequently published in hotels. It hasn't been found a statistical significant difference of values depending on the sector, but some possible reasons are described. This research has some important practical contributions and opens new lines to continue researching in this field.