Abstract

PEROZO DE JIMENEZ, Graciela  and  DEL VALLE URDANETA, Marisela. Strategic Analysis of Interest Groups and Corporate Image in Private Venezelan Industries. Revista Venezolana de Gerencia [online]. 2006, vol.11, n.34, pp.181-198. ISSN 2477-9423.

The purpose of this study was to determine the existing relationships between strategic analysis of interest groups and the image of private Venezuelan corporations. The research mode was a correlational field study with a non-experimental transectional design. The population consisted of planning and image managers from ten private large Venezuelan corporations and four academic experts in the areas of planning and corporate image. Data collection instruments used were a closed questionnaire of 35 items applied to the company managers and an open interview of fifteen questions addressed to the academic experts. These were submitted for validation to ten experts in the areas of merchandising, corporate image, strategic planning and methodology. The questionnaire had a reliability coefficient of 0.90. The study produced the following conclusions based on results obtained from the research: the strategic formulation processes of leading private Venezuelan corporations are characterized principally by the use of strategic planning as a tool for defining strategic guidelines and guidance for action in their administration. Regarding their connection to the analysis of interest groups, the processes of corporate image are seen by experts as the interface element between the interest groups and the corporation’s global strategy.

Keywords : Interest groups; analysis of interest groups; corporate image..