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。

目录

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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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