Resumen

VARGAS- HERNANDEZ, José G  y  ORTIZ SANCHEZ, Salvador. The reputation capital as ethics questioning of technological innovation in monsanto. Dimens.empres. [online]. 2014, vol.12, n.1, pp.15-25. ISSN 1692-8563.

The introduction of transgenic crops as an alternative to solve the problem of food deficiency in most economies represents an area of opportunity for the development of biotechnology which in recent decades has pioneered Monsanto. Through literature review and a qualitative analysis of the main theoretical approaches that explain the behavior and strategies of expansion and growth of the company, checking the assumption that the active participation of society in the evidence of damage caused determine the strategic value of corporate reputation of leading transnational disputes, uncertainty and distrust regarding their products and processes, assuming that a danger to the health of the population and the environment in general.

Palabras clave : corporate reputation; distrust; strategies; transgenic.

        · resumen en Español     · texto en Español     · Español ( pdf )