INTERNATIONALIZATION AND CORPORATE IMAGE: A BIBLIOGRAPHIC ANALYSIS OF THE REPUTATIONAL EFFECTS OF THE BOSTON 2025 MISSION

• DOI: https://doi.org/10.22533/at.ed.8208162614011

• Palavras-chave: International business missions. Corporate image. Organizational reputation. Capital. Business internationalization

• Keywords: International business missions. Corporate image. Organizational reputation. Capital. Business internationalization

• Abstract:

  This study analyzes, through a bibliographic review, document analysis, and field research, how participation in international business missions can contribute to the construction of corporate image and organizational reputation, taking the Boston 2025 Mission as a reference. The qualitative and descriptive approach examines recent publications and news articles about the event, seeking to understand how international visibility and media coverage influence the prestige and recognition of the institutions involved. The theoretical framework is based on authors who discuss corporate reputation, symbolic capital, legitimacy, and internationalization. As a complement, a questionnaire was applied to 13 mission participants, using a Likert scale from 1 to 5. The objective was to identify perceptions about gains in reputation, professional authority, quality of experience, and relevance of the institutions visited. The results show that the Boston 2025 Mission has been presented as a space of prestige and symbolic strengthening, associating participants with values of innovation, excellence, and credibility. Overall satisfaction was high: 100% gave scores of 4 or 5 for the quality of the experience and visits to Harvard, MIT, the Supreme Court, and the Consulate, with 69.2% rating these aspects as "Incredible" (score 5). The professional impact was also widely recognized, with 69.2% rating the increase in authority and usefulness of the content for their careers as "Incredible." Capital appears significantly: "Meeting authorities" was pointed out as the most valued experience (92.3%), followed by "Meeting institutions," "Networking," and "Certifications," each indicated by 76.9% of respondents. The willingness to participate again or recommend the mission remained the same, with 100% of responses between 4 and 5. It can be concluded that international missions are an effective strategy for strengthening organizational and professional image and reputation, provided they are accompanied by consistent institutional practices. The high level of satisfaction indicates that Mission Boston 2025 delivered value consistent with the prestige attributed to the event.