Corporate Reputation Quotient[企业声誉商数]

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Harris-Fornbrun的企业声誉商数(Corporate Reputation Quotient)是企业商誉的一个综合衡量办法,它特别适用于捕捉各利益相关群体(如顾客、投资者、员工以及关键影响者)对企业的感知。 运用这一研究手段,能够捕捉到企业商誉决定因子,并能够在行业内以及跨行业对不同的企业商誉进行比较。


企业声誉商数六个驱动因素

这一企业商誉模型包含6大企业商誉驱动因素及20个次级因子:


情感诉求

- 对企业有好感

- 钦佩和尊敬企业

- 信任企业

产品与服务

- 企业对自己的产品服务信心十足

- 企业提供优质产品与服务

- 企业不断开发创新产品与服务

- 企业提供有价值的产品与服务

愿景与领导力

- 有优秀的领导团队

- 有清晰的愿景

- 承认并擅于捕捉市场机会

工作环境

- 组织有序

- 表现出是个好公司

- 表现出有优秀的员工

财务表现

- 有不断盈利的光荣历史

- 表现出投资风险低

- 表现出强劲的发展态势

- 表现得比竞争对手更好

社会责任感

- 支持社会慈善事业

- 有环境责任感

- 和善待人


根据随机调查,将上述原则结合在一起对企业考评,结果均是最有声望、最知著的企业。


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

参考书: Gary Davies, Rosa Chun - Corporate Reputation and Competitiveness -

参考书: Kevin T. Jackson - Building Reputational Capital [中译本《声誉管理》,新华出版社,2006] -


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企业声誉商数论坛  

关于以下三个最新主题:企业声誉商数。


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 (...)
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Corporate Reputation Quotient is Vital
CRQ is vital as it measures resonance between corporate culture and stakeholder expectations, it needs to meet and excee (...)
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0个反应
 
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 r (...)
3
4个反应
 
企业声誉商数最佳实践

在这里你会找到最有价值的思路和切实可行的建议。


🥇 Measuring a Reputation
I would like to measure the reputation of our organization, an NGO. Internally and externally. How do I go about it? (...)
63
1个反应

 
🥈 Corporate Reputation versus Indentity
I want to know if / how a corporate identity differs from the corporate reputation? Thanks... (...)
62
4个反应

 
🥉 Reputation Driver: Vision & Leadership
Amongst these 6 drivers of corporate reputation, vision & leadership is very important, because the reputation of a lead (...)
62
5个反应

 
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? (...)
37
1个反应

 
CEO Profile and Corporate Repuation
Ideally, should the profile of the (CEO) of a firm match the main characteristics of the corporate brand or reputation? (...)
26
37个反应

 
Corporate Identity MIx
Related to the Corporate Reputation is the the Corporate Identity Mix by Birkigt and Stadler (1986). Their model define (...)
11
0个反应

 
Corporate Reputation and the Economic Crisis
Excellent reputations are developed overtime from principled behaviours, including honesty, accountability, and integrit (...)
8
2个反应

 
Corporate Reputation Management专家提示(英语)

在这里,您将找到专家的专业建议。


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企业声誉商数信息来源

在这里,您将找到Powerpoint,视频,新闻等可用于您自己的讲座和讲习班。



比较: Brand Personality Dimensions[品牌个性维度]  |  Brand Asset Valuator[品牌资产标量]  |  Brand Identity Prism[品牌识别棱镜]  |  Ashridge Mission Model[Ashridge使命模型]


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