IS A UNIVERSITY COMMITTED TO ETHICS PERCEIVED AS AN HONEST, APPROPRIATE AND PROPERLY MANAGED ORGANIZATION?

espanolLas universidades, como organizaciones que deben competir para atraer recursos, profesores y estudiantes, tambien se esfuerzan por implementar politicas de calidad y estandares eticos. Este intento por mejorar tambien implica la gestion de activos intangibles, que hasta la fecha no eran considerados por este tipo de organizaciones (reputacion, imagen y legitimidad). Con el objetivo de validar si las universidades con codigos eticos y asignaturas de deontologia en sus planes de estudios tambien son percibidas positivamente por estudiantes y profesores, realizamos un estudio empirico en la Universidad Rey Juan Carlos. Los resultados aportan informacion valiosa para la toma de decisiones y la comunicacion de las acciones que realiza la universidad, pone de relieve que es necesario un mayor esfuerzo para que el esfuerzo de una universidad por considerarse etica se traduzca en su percepcion positiva en sus grupos de interes cercanos. EnglishUniversities, as organizations that must compete to attract resources, faculty, and students, also strive to implement quality policies and ethical standards. This attempt to improve also involves the management of intangible assets, which to date were not considered by this type of organization (reputation, image and legitimacy). With the aim of validating whether the universities with ethical codes and deontology subjects in their study plans are also positively perceived by students and professors, we carried out an empirical study at the Rey Juan Carlos University. The results provide valuable information for decision-making and communication of the actions carried out by the university, highlighting that a greater effort is necessary so that the effort of a university to consider itself ethical translates into its positive perception in its groups of close interest.