Abstract
Este trabajo se basa en analizar cómo las páginas web corporativas pueden ser una herramienta esencial para detectar tendencias por empresas o sectores, e incluso una fuente primaria de benchmarking. Gracias a esta técnica hemos podido averiguar los puntos clave en la dirección estratégica de las empresas españolas del Ibex35. Concretamente, hemos pretendido conseguir dos objetivos. El primero consiste en demostrar cómo las web corporativas permiten obtener información directa de las variables estratégicas que pueden definir a las empresas. En cuanto al segundo objetivo, hemos descrito, a través de la metodología propuesta, el perfil corporativo de estas grandes empresas españolas. This paper has as its main aim to analyse how corporate web pages can become an essential tool in order to detect trends by firms or sectors, and even a primary source for benchmarking. This technique has made it possible to identify the key issues in the strategic management of the Spanish in Ibex35. More precisely, two objectives were sought. The first one consisted in showing the way in which corporate websites make it possible to obtain direct information about the strategic variables which can define firms. As for the second objective, the methodology proposed served to describe the corporate profile of these large Spanish firms.
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