Corporate Reputation Quotient[企业声誉商数]



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。



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。




- 对企业有好感

- 钦佩和尊敬企业

- 信任企业


- 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


- 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


- 组织有序

- 表现出是个好公司

- 表现出有优秀的员工


- 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


- 支持社会慈善事业

- 有环境责任感

- 和善待人


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 小组

小组 (0名成员)



  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...
  Corporate Reputation and the Economic Crisis
Excellent reputations are developed overtime from principled behaviours, including honesty, accountability, and integrity. But in this competitive mar...
  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 i...
  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 matter...
  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 (2...

最佳实践 - 企业声誉商数
  Measuring a Reputation
I would like to measure the reputation of our organization, an NGO. Internally and externally. How do I go about it?...
  Corporate Reputation versus Indentity
I want to know if / how a corporate identity differs from the corporate reputation? Thanks......
  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 decide...
  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?...
  CEO Profile and Corporate Repuation
Ideally, should the profile of the Chief Executive Officer (CEO) of a firm match the main ch...
  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...

Expert Tips (ENG) - Corporate Reputation Quotient

Pitfalls of International / Global Brands

Brand Portfolio Management, Brand Valuation
Consistent with current trends in globalization, intern...

Pitfalls of a Strong Financial Reputation

Strategy, Corporate Reputation Management
A recent study by Don Porritt (Charles Sturt University, Australia) shows that a companys reputatio...

Four Ways in Which People Experience Any Organization

Corporate Reputation, Customer Perception, Customer Experience Management, Online Reputation
The reputation of an organization depends m...

Global Branding Best Practices

Global Branding, Brand Valuation
In order to increase brand value, multinational organizations should focus on global branding pro...

Principles of Strong Corporate Reputations

Strategy, Corporate Reputation, Brand Management
The Reputation Institute (a network of academics and practitioners founded in 1997 to study corporat...

Dimensions and Traits of the Corporate Brand Personality

Corporate Brand Development
In contrast to product brand personality, which typically relates to consumers and user imagery for ...

What is the Value of a Strong Corporate Reputation?

Corporate Reputation Management, Market Value, Intangible Assets
Academic research to quantify the value of reputation confirms that there are large economic premium...

Nationalism and Patriotism in Corporate Brand Communication Strategies

Corporate Branding, Corporate Reputation, Corporate Nationality, Corporate Patriotism, Corporate Nationalism
Past research in market communication revealed that many consumers prefer to purchase domestic brand...

相关资料 - 企业声誉商数

















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]

返回到分类主页: 沟通与技能  |  伦理与责任  |  知识与无形资产  |  营销  |  战略与策略


Special Interest Group Leader

你在这里? 免费注册


关于12manage | 广告服务 | 链接到我们/引用我们 | 隐私 | 建议 | 服务条款
© 2019 12manage - The Executive Fast Track. V15.0 - 最后更新:19-2-2019。所有名称™它们的主人的。