Corporate Reputatiemanagement

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Het meten van de corporate reputatie door de percepties van stakeholder groepen te verzamelen. Verklaring van de Corporate Reputatiemanagement van Harris-Fornbrun.

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De Corporate Reputatiemanagement van Harris-Fornbrun is een uitvoerige meetmethode van corporate reputatie, welke specifiek werd gecreëerd om de percepties van alle corporate stakeholder groeperingen te verzamelen, zoals: consumenten, investeerders, werknemers, of zeer belangrijke beďnvloeders. Het instrument maakt onderzoek mogelijk naar de drijvende factoren van de reputatie van een bedrijf, en maakt het mogelijk om reputaties zowel binnen als over industrieën heen te vergelijken.


De zes drijvende factoren van de Corporate Reputatiemanagement

Dit reputatiemodel voor bedrijven heeft de volgende 6 drijvende factoren van corporate reputatie met de daaropvolgende 20 attributen:


Emotioneel Beroep

- goed gevoel over het bedrijf

- bewonder en eerbiedig het bedrijf

- vertrouw op het bedrijf

Producten en Diensten

- het bedrijf gelooft in zijn producten en diensten

- het bedrijf biedt hoge kwaliteit van producten diensten aan

- ontwikkelt innovatieve producten en diensten

- biedt producten en diensten aan die van een goede waarde zijn

Visie en Leiderschap

- heeft uitstekend leiderschap

- heeft een duidelijke visie voor de toekomst

- erkent en haalt voordeel uit marktmogelijkheden

De Omgeving van de werkplaats

- wordt goed gemanaged

- schijnt een goed bedrijf te zijn om voor te werken

- schijnt goede werknemers te hebben

Financiële Prestatie

- geschiedenis van winstgevendheid

- lijkt een investering met lage risico's

- sterke vooruitzichten voor de toekomstige groei

- neigt om zijn concurrenten te overtreffen

Sociale Verantwoordelijkheid

- steunt goede doelen

- ecologisch verantwoordelijk

- behandelt mensen goed


Terwijl men willekeurige controles verricht, resulteren deze criteria samen genomen in lijsten van de meest reputabele en/of zichtbare bedrijven.


Boek: Charles J. Fombrun, Cees Van Riel - Fame and Fortune: How Companies Build Reputations -

Boek: Gary Davies, Rosa Chun - Corporate Reputation and Competitiveness -

Boek: Kevin T. Jackson - Building Reputational Capital -


Corporate Reputatiemanagement Forum
  Differences between the Reputation versus the Status of an Organization
The terms “reputation” and “status” are often used as synonyms, such as when we talk about the reputation or status a corporation has. But Sorenson (2014) argues that the terms should not be seen as such and outlines 3 main distinctions between "stat...
     
 
  Building a Corporate Reputation Takes a Long Time
Reputation cannot be built over night and there is no short cut to reputation building at the same time. It takes years of toil and hard work not only for the CEO but also the employees to be in line with the company's vision and long term goals. The...
     
 
  Corporate Reputation Quotient is Vital
CRQ is vital as it measures resonance between corporate culture and stakeholder expectations, it needs to meet and exceed the expectations. This CRQ is reflected in the corporate image thus should be inviting, magnificent, accurate, gracious and exce...
     
 
  Results More Important Than Reputation
I think that the result of a company is even more important than its reputation. After all what's the truth about most reputations? What really matters are the size of the firm and in which industry the company operates....
     
 
  Corporate Reputation and the Economic Crisis
Excellent reputations are developed overtime from principled behaviours, including honesty, accountability, and integrity. But in this competitive market, where profits are scarce, most feel it necessary to slip these principles for the quick buck!...
     
 
  Corporate Reputation versus Indentity
I want to know if / how a corporate identity differs from the corporate reputation? Thanks......
     
 
  Measuring a Reputation
I would like to measure the reputation of our organization, an NGO. Internally and externally. How do I go about it?...
     
 
  Research a Reputation
I need to research the reputation of an organisation and would like to use the Fombrun model. How do I go about it?...
     
 
  Corporate Identity MIx
Related to the Corporate Reputation is the the Corporate Identity Mix by Birkigt and Stadler (1986). Their model defines Corporate Identity as the Personality of the corporation. This Personality is built up from 3 things:
1. Behavior
     
 

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Best Practices - Corporate Reputatiemanagement Premium
  CEO Profile and Corporate Repuation
Ideally, should the profile of the Chief Executive Officer (CEO) of a firm match the main characteristics of the corporate brand or reputation? Does it matter if the firm we are dealing wi...
     
 
  Reputation Driver: Vision & Leadership
Amongst these 6 drivers of corporate reputation, vision & leadership is very important, because the reputation of a leader in the market decides the reputation of an organisation. The CEO should have a clear vision and a great reputation....
     
 

Expert Tips (ENG) - Corporate Reputation Quotient Premium
 

Pitfalls of International / Global Brands

Consistent with current trends in globalization, international firms have concentrated their efforts on t...
Usage (application): Brand Portfolio Management, Brand Valuation
 
 
 

Pitfalls of a Strong Financial Reputation

A recent study by Don Porritt (Charles Sturt University, Australia) shows that a company’s reputation for financial performance can adversely affect t...
Usage (application): Strategy, Corporate Reputation Management
 
 
 

Four Ways in Which People Experience Any Organization

The reputation of an organization depends mainly from the way that the organization’s constit...
Usage (application): Corporate Reputation, Customer Perception, Customer Experience Management, Online Reputation
 
 
 

Global Branding Best Practices

In order to increase brand value, multinational organizations should focus on global branding programs, as these programs can lower marketing c...
Usage (application): Global Branding, Brand Valuation
 
 
 

Principles of Strong Corporate Reputations

The Reputation Institute (a network of academics and practitioners founded in 1997 to study corporate reputations) defines five principles in order to...
Usage (application): Strategy, Corporate Reputation, Brand Management
 
 
 

Dimensions and Traits of the Corporate Brand Personality

In contrast to product brand personality, which typically relates to consumers and user imagery for a specific product brand, corporate brand personal...
Usage (application): Corporate Brand Development
 
 
 

What is the Value of a Strong Corporate Reputation?

Academic research to quantify the value of reputation confirms that there are large economic premiums associated with corporate reputations:
- F...
Usage (application): Corporate Reputation Management, Market Value, Intangible Assets
 
 
 

Nationalism and Patriotism in Corporate Brand Communication Strategies

Past research in market communication revealed that many consumers prefer to purchase domestic brands because they want to stimulate their own country...
Usage (application): Corporate Branding, Corporate Reputation, Corporate Nationality, Corporate Patriotism, Corporate Nationalism
 
 

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Vergelijk met: Brand Personality Dimensions (Dimensies van Merkpersoonlijkheid)  |  Merkwaarde Waarderingsmethode (BAV)  |  Merkidentiteit-prisma  |  Ashridge Missiemodel


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Auteursrecht 2016 12manage - The Executive Fast Track. V14.1 - Laatst bijgewerkt op: 30-9-2016. Alle namen zijn tm van hun eigenaren.