Reputation Lab Highlights the Role of Businesses in Building Costa Rica’s International Reputation
Fernando Prado, Managing Partner of Reputation Lab, spoke at PROCOMER’s B2B Forum, where he explored the strategic value of corporate reputation and its relationship with the international competitiveness of businesses.
San José, Costa Rica, October 27, 2026.
Fernando Prado, Managing Partner of Reputation Lab, participated as a speaker at B2B Forum 2026, organized by the Costa Rican Foreign Trade Promotion Agency (PROCOMER) and held at the Costa Rica Convention Center.
Under the theme “Costa Rica: Sustainability in All Its Shades,” the event brought together more than 500 representatives from approximately 280 companies licensed to use the essential COSTA RICA country brand, providing a platform to share knowledge and experiences on sustainability and business competitiveness.
In his presentation, “Corporate Reputation as a Strategic Asset: From Measurement to Management,” Fernando Prado discussed how reputation influences business performance and why organizations need rigorous measurement tools to identify priorities, guide strategic decisions, and manage this valuable intangible asset.
The presentation featured examples from Reputation Lab’s research using its RepCore and RepCore Nations methodologies, which make it possible to analyze the relationships between reputation, stakeholder support, and value creation for both companies and countries.
A significant part of the presentation focused on Costa Rica’s international reputation and the opportunities it creates for local businesses. A country’s reputation can provide a valuable endorsement for companies competing in international markets, strengthening their positioning and helping generate preference for their products and services.
The presentation concluded with a reflection on the shared responsibility for building a country’s reputation. Costa Rican companies not only benefit from the positive perceptions associated with their country but also help strengthen those perceptions through the quality of their products, their services, and their conduct.
As Fernando Prado emphasized: “Costa Rica’s reputation opens doors for your businesses in international markets. But what you do once you walk through those doors will help shape Costa Rica’s reputation for those who follow.”
Reputation Lab thanks PROCOMER for the invitation to participate in this event, which provided an opportunity to exchange knowledge and perspectives on the role of reputation in strengthening the competitiveness of Costa Rican businesses and the country’s international positioning.
Media Coverage
Costa Rican news outlet El Mundo CR covered B2B Forum 2026 and highlighted Fernando Prado of Reputation Lab among the event’s international speakers.