Observatory of Spain's Management Value in the World: a country asset that can already be measured

For years, the international leadership of Spanish executives has been an intuitively recognized reality, but difficult to quantify. The Observatory of Spain's Management Value in the World 2025 is a turning point: for the first time, this human capital is analyzed with a robust, data-driven methodology that allows us to understand how Spain is perceived, where it has an impact and what value it projects through its leaders in the world..

The Observatory has been promoted by the Conexión España Foundation, with the support of key entities of the Spanish international scene, and developed together with Enigmia, applying artificial intelligence, semantic analysis and big data technologies for the measurement of intangibles.

What has been analyzed

The study is based on a large and representative sample:

• 900 Spanish executives with international projection
• More than 10,000 international media monitored
• 30 countries analyzed
• More than 20,000 news, 5,000 of which 5,000 are significant information.
• More than 120,000 data processed throughout 2025

The focus is not only on media presence, but also on the quality of the reputational impact generated by these managers in the global public space.

The Value Index: how leadership is measured

The Observatory is articulated through the Value Index (IV), a model developed by Enigmia that combines quantitative and qualitative analysis from unstructured sources. Each mention is evaluated according to variables such as prominence, tone, media relevance, recurrence, geography or equivalent advertising value.

This model makes it possible to classify the projected value as follows six large dimensions:

• Impact
• Competitiveness
• Talent
• Value
• Commitment
• Respectability

The result is a multidimensional reading of Spanish leadership in the world, beyond the position or specific notoriety.

Main conclusions of the report

The data are clear:

• The Overall average value index reaches 6.12 points out of 10, The company's management leadership in Spain has a positive and sustained influence.
• More about 90 % of mentions are positive or neutral, This confirms the company's solid and stable reputation.
• Spanish executives have moved beyond the phase of short-term internationalization to establish themselves in a more competitive structural consolidation stage in the global economy.

From a geographical point of view, the Observatory draws a very revealing strategic map:

• Europa acts as a large natural market, associated with expansion and consolidation.
• North America validates technical excellence and the ability to compete in the most demanding leagues, especially in technology and innovation.
• Latin America is consolidating its position as an authentic confidence reserve, where Spanish leadership stands out for its commitment, proximity and contribution to sustainable development.

Effective leadership... with a narrative journey

The report confirms that the Spain's Management Value in the World today is mainly based on execution capacity, results and tangible impact.. Dimensions such as Impact and Competitiveness account for more than 60 % of the reputational capital generated.

At the same time, the Observatory identifies a clear strategic opportunity: to reinforce the commitment, ethics and purpose, These are attributes that, when they appear, generate very high positivity, but still have a relatively lower volume in the international conversation.

The role of Enigmia

This Observatory is an example of the type of projects that define Enigmia's work:

turning complex realities into actionable strategic knowledge, through technology, data and a deep understanding of intangibles.

The collaboration with Fundación Conexión España demonstrates how advanced measurement of reputation, leadership and impact can be put to the service of country strategies, economic diplomacy and international positioning.

An instrument for the present and the future

The Observatory of Spain's Management Value in the World is not a fixed photo. It was born as a living tool, designed to continue to evolve and accompany institutions, companies and managers in the international projection of Spain.

Because, as the report itself concludes: Spain's value in the world is people.