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The large Spanish companies , and therefore the best known brands , maintain the appreciation of Spanish despite the economic crisis in Spain has lasted more than five years. Telefonica , El Corte Ingles, Mercadona , Inditex … in this order, receive the most support . And something similar happens with the big banks .

According to a study by ADVICE Strategic Consultants  , has had access to El Confidencial Digital, despite great skepticism among citizens by the crisis , a group of large companies that , by the degree of closeness to have built up with society Spanish , are still highly successful .

When asked about the success parameters of large companies , the Spanish verbalize the following : the ” best care and treatment of their customers ,” the “offer of products or services of excellent quality ” , that “companies are respectful care environment ” , ” innovation “,” social action ” , ” business management ” business leader ” and ” internationalization” and “price ” .

Telefónica and El Corte Ingles

Surveys and studies by the said consultant concluded that the first company is assessing the Spanish Telefonica , which , interestingly , follows its own trademark, Movistar.

Telefónica , the data , wins for its excellent management, business strategy , the business leader , innovation and international expansion. It is known for 100% of the adult Spanish and has become a big company ” close and familiar ” for 87% . It is followed , in order, El Corte Ingles, Mercadona and Inditex .

When asked why the Spanish business success attributes associated with these companies , include the following : El Corte Ingles is a synonym for ” excellent customer service ” and “quality of their products and services.” There are respondents who , in so-called ” verbatims ” or verbatim statements , saying that ” El Corte Inglés  is always there ” : that is, part of the landscape or what is the same, the Spanish did not conceive a Spain without El Corte Ingles in it.

The wide distribution

The relationship between the company and the economic sector to which it belongs is essential to understand the links between big business and Spanish . According to the study cited , the mass distribution sector is the one with better picture and that gives more confidence ( which is the measure of reputation ) .

Mercadona and Inditex , not surprisingly, are especially bound by the Spanish with a positive parameter : “Price” .

At the opposite extreme is the Public Sector and the scope of “public ” , identified greatly with politics.

Banks , yet

The three big banks, CaixaBank , BBVA and Santander are also present among the most successful , although the sector as such , ie , ‘ banking ‘ , not exactly very good image. In Spain these three banks affect nine out of ten Spanish adults ( percentages above 90%) and 7 relate to ten.

This is the most solid banks , stronger and solvents and with better results , and street people express so well. Therefore, despite the negative perception has on the financial system , the picture changes, when citizens are asked about individual financial institutions.

The social ‘ sold ‘

Banks are the same criteria are applied to business success as other large companies , but among them stands CaixaBank , for one reason , simple but powerful , that ‘ shields ‘ to that entity for your business so successful in Spain : social action, what experts call social Responsibility (CSR ) .

According to the ADVICE Strategic Consultants study , the ‘social ‘ sells . People are willing to buy products and services from companies that care about society , caring for her. For this reason , corporate social responsibility is a key to success in business.

The Spanish CSR associated to several factors: ” create or maintain employment “, ” focus on innovation “, ” offer good value for money in the products ” , “investing in social projects ” and ” protect the environment ” . In these parameters , CaixaBank out as the first major Spanish company , transcending not only to their own sector but all sectors.

Learn about business and economics

The study also concludes that struck by the way the Spanish are reported on large companies.

In its Consumer Barometer spring 2013 , the Center for Sociological Research ( CIS ) had already drawn attention to two factors: first , the growing importance of the Spanish give economic content information and business , and second, that the means media (press , radio , television and Internet ) are the most reliable source of business knowledge to the Spanish , and in which they have more confidence and give more credibility.

ADVICE Study , conducted after the CIS survey , says that it is impossible to know directly ( from personal experience ) to all large companies in Spain , the Spanish are inquiring about companies through ” the news on them appear in print, radio , television and the Internet ” with 61 % .

” Advertising campaigns of companies ” is next in importance ( 60 % ) , and after that ” the economic activity firms engaged ” (60 % ), although the large company often transcends the sector, as happens to Telefónica , La Caixa and El Corte Ingles. The ” sponsorship ” and ” news on the Internet ( online media , social networks , blogs ) ” are very relevant to the 57 % both .

The reality is that big business affects everyone in their daily life, and the study considers energy companies , including Iberdrola , Repsol, Endesa and Gas Natural . Also, infrastructure management companies , where the first in the minds of Spanish is Abertis , followed by Ferrovial , OHL , then Acciona, ACS, Sacyr and FCC .

Technology companies are no longer alien to the Spanish , in a country in which 67% is connected to the Internet in the last year , of which 73% is connected daily, and 86.9 % seek financial information and business : data it should not surprise in a country that for the 82 % , the first concern is unemployment .

Information technologies linked to the Spanish with Apple, Google , Microsoft , IBM or HP . And in a nation in which ( INE data , January 2013 ) to 99.88 % of the companies are SMEs , it makes sense that highlight companies such as SAGE , dealing with making life bearable for SMEs and autonomous .

Dissociation between the ‘system’ and society

Jorge Díaz- Cardiel , general managing partner ADVICE Strategic Consultants , comments on the results of the study , which in Spain is going through a period in which ” there is a strong disconnect between the ‘system’ and society.

Many surveys show that the political and economic fabric of our country is on the one hand and the general population is on the other . ” When we talk about ‘ general population ‘ , we refer to the 47 million people living in Spain , both Spanish and foreign residents in this country , people with ability to vote , buy , marry or migrate.

For proper functioning of society , it is imperative to “take into account the voice of the people.” However, something is , ” when citizens usually expressed in the surveys – think – are convinced that the system has forgotten them. A strong and clear conclusion comes to mind : Look for links between society and system to avoid a complete break , it would not be good for anyone. “

“The search for these links – exproductos citizens , we the study, which in Spain is living ” and good image possible heads of list , as with lplica Diaz – Cardiel , has been one of the main objectives of the Study Success ADVICE business . study is a quantitative survey -based market with a statistical confidence index of 95.5 % and margin of error of + -3.2 % : this is similar to scientific rigor with the best studies of the INE , CIS or the ICO . were able to agree or disagree with the results of the study , but not possible to doubt the truth of the data. “

Diaz – Cardiel added : ” If big companies want to sell their products to the public , it seems extremely important that these companies take into account the opinion of its customers (consumers ) or potential customers . This is a sociological approach to the economy and the company , says the study ADVICE , is necessary if large companies want to succeed. There have been marketing campaigns that have won a resounding failure because they were conceived without taking into account the views of the recipients of such messages. By contrast , the study tells us that the big companies that strive to build bridges with the public information , are the most successful . “

Previously published in El Confidencial Digital.