Thesis Corporate Excellence
The image of Spain, generated and maintained by the most influential business periodicals in the world, has suffered a progressive and profound setback during the last several years. Such is the conclusion of the author of The Image of Spain in the Leading Economic Periodicals PhD thesis, which analyses around 1,300 articles about Spain published in The Wall Street Journal and The Financial Times in 2007, 2008, 2009 and 2010.
If in the end of 2007 Spain projected an image of an attractive, dynamic and solvent country, largely due to the dynamic activity of its enterprises abroad, in the following years the perception changed radically, and according to the author, the evaluation of Spain today may be labelled as unfavourable.
Thus the image of Spain has suffered a profound setback which may accelerate in the medium term. However, despite this general deterioration of the image, Spanish companies such as Banco Santander, BBVA, Telefónica and Iberia have managed to distance themselves from the negative image of the country and have been given neutral or positive treatment by the two analysed periodicals