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- Storytelling, sustainability branding, and corporate reputationPublication . Cabrera-Gala, Ramsés; Miranda, SandraThis chapter aims to examine how sustainability branding influences the reputation of a higher education institution (HEI) in Mexico through the use of organizational storytelling. The method employed for this study was a case study approach, involving 30 in-depth interviews conducted with students enrolled in the mentoring program. The interview script was based on the corporate reputation index (CRI) and was aligned with the triple bottom line (TBL) pillars of sustainability. The findings indicate that students' perceptions of the economic aspects of the HEI include maximizing the benefits received relative to their investment and perceiving a higher quality of educational services. Students' evaluations of the social aspects of the HEI encompass aspects such as service, leadership, infostructure, scholarships, cultural traditions, and health promotion. Students' assessments of the environmental aspects suggest a focus on institutional practices, empathy, and collaboration. The combination of these elements of sustainability branding enhances a positive reputation for the HEI.
- Corporate social responsibility and corporate reputation in SMEs of the construction sectorPublication . Cabrera-Gala, Ramsés; Lopes Miranda, Sandra MarisaSMEs in the construction sector are immersed in an industry that can be volatile and controversial. Therefore, taking care of the perceptions and what is said about them in this sector is increasingly relevant. For this, it is necessary to implement Corporate Social Responsibility (CSR) actions, which is essential. The objective of this research was to determine the CSR strategies that build corporate reputation for the SME's of the construction sector. Also, the case method with a qualitative approach, being the purposive sampling the one used for this research, that is, a non-probabilistic sampling was used and the data collection was given through written interviews to eight respondents belonging to different stakeholders, including managers, employees, suppliers and customers of two SMEs in the construction sector, one of which is located in Mexico and the other in Bulgaria. This chapter determined seven integral CSR Strategies that impact on the Corporate Reputation,. Additionally, future research opportunities are discussed.