Corporate Reputation Quotient[企业声誉商数]

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通过把握利益相关者群体的感知来衡量企业商誉。 Harris-Fornbrun的Corporate Reputation Quotient[企业声誉商数]解析。

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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] -


企业声誉商数论坛
  Differences between the Reputation versus the Status of an Organization
The terms reputation and status are often used...
     
 
  Building a Corporate Reputation Takes a Long Time
Reputation cannot be built over night and there is...
     
 
  Corporate Reputation Quotient is Vital
CRQ is vital as it measures resonance between corp...
     
 
  Results More Important Than Reputation
I think that the result of a company is even more ...
     
 
  Corporate Reputation and the Economic Crisis
Excellent reputations are developed overtime from ...
     
 
  Corporate Reputation versus Indentity
I want to know if / how a corporate identity diffe...
     
 
  Measuring a Reputation
I would like to measure the reputation of our orga...
     
 
  Research a Reputation
I need to research the reputation of an organisati...
     
 
  Corporate Identity MIx
Related to the Corporate Reputation is the the ...
     
 

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最佳实践 - 企业声誉商数 高级帐户
  CEO Profile and Corporate Repuation
Ideally, should the profile of the  
   
 
  Reputation Driver: Vision & Leadership
Amongst these 6 drivers of corporate reputation, <...
     
 

Expert Tips (ENG) - Corporate Reputation Quotient 高级帐户
 

Pitfalls of International / Global Brands

Consistent with current trends in  
 
 

Pitfalls of a Strong Financial Reputation

A recent study by Don Porritt (Charles Sturt Unive...
Usage (application)Strategy, Corporate Reputation Management
 
 
 

Four Ways in Which People Experience Any Organization

The  
 
 

Global Branding Best Practices

In order to increase brand value, multinational or...
Usage (application)Global Branding, Brand Valuation
 
 
 

Principles of Strong Corporate Reputations

The Reputation Institute (a network of academics a...
Usage (application)Strategy, Corporate Reputation, Brand Management
 
 
 

Dimensions and Traits of the Corporate Brand Personality

In contrast to product brand personality, which ty...
Usage (application)Corporate Brand Development
 
 
 

What is the Value of a Strong Corporate Reputation?

Academic research to quantify the value of reputat...
Usage (application)Corporate Reputation Management, Market Value, Intangible Assets
 
 
 

Nationalism and Patriotism in Corporate Brand Communication Strategies

Past research in market communication revealed tha...
Usage (application)Corporate Branding, Corporate Reputation, Corporate Nationality, Corporate Patriotism, Corporate Nationalism
 
 

相关资料 - 企业声誉商数 高级帐户
 

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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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