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Riassunto
Il Quoziente di Reputazione Aziendale di Harris-Fombrun è un metodo di misurazione della reputazione aziendale completo che è stato creato specificamente per cogliere le percezioni di qualsiasi gruppo aziendale di stakeholder quali i consumatori, gli investitori, gli impiegati, o i principali influenzatori. Lo strumento permette di ricercare i driver della reputazione aziendale e permette di paragonare le reputazioni sia all'interno di un settore che tra diversi settori.
I sei driver del Quoziente di Reputazione Aziendale
Questo modello di reputazione del business ha i seguenti 6 driver della reputazione aziendale con 20 conseguenti attributi:
Fascino Emotivo
- sensazione positiva con l'azienda
- ammirazione e rispetto verso l'azienda
- fiducia nell'azienda
Prodotti e Servizi
- l'azienda crede nei propri prodotti e servizi
- l'azienda offre prodotti e servizi di alta qualità
- sviluppa prodotti e servizi innovativi
- offe prodotti e servizi di valore
Vision e Leadership
- ha una leadership eccellente
- ha una chiara visione del futuro
- riconosce ed sfrutta le opportunità del mercato
Ambiente Lavorativo
- è ben gestita
- sembra essere una buona azienda per cui lavorare
- sembra avere buoni impiegati
Performance Finanziarie
- storia della redditività
- sembra un investimento a basso rischio
- forti possibilità di sviluppi futuri
- tende a superare i suoi concorrenti
Responsabilità Sociale
- supporta buone cause
- responsabile verso l'ambiente
- tratta bene la gente
Facendo controlli casuali, si scopre che questi criteri, presi in insieme, sono presenti nelle liste dei principi aziendali delle realtà più stimabili e/o più visibili.
Referenza Bibliografica: Charles J. Fombrun, Cees Van Riel - Fame and Fortune: How Companies Build Reputations
Referenza Bibliografica: Gary Davies, Rosa Chun - Corporate Reputation and Competitiveness
Referenza Bibliografica: Kevin T. Jackson - Building Reputational Capital
Gruppo di Interesse Speciale
Gruppo di Interesse Speciale Gestione della Reputazione Aziendale .
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 ...
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 ...
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 necess...
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 ...
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 t...
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 ...
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 with is small ...
Brand Portfolio Management, Brand Valuation Consistent with current trends in globalization, international firms have concentrated their efforts on the development ...
Strategy, Corporate Reputation Management A recent study by Don Porritt (Charles Sturt University, Australia) shows that a company’s reputation for financial perf...
Corporate Reputation, Customer Perception, Customer Experience Management, Online Reputation The reputation of an organization depends mainly from the way that the organization’s constituencies experience/perceive...
Global Branding, Brand Valuation In order to increase brand value, multinational organizations should focus on global branding programs, as these program...
Strategy, Corporate Reputation, Brand Management The Reputation Institute (a network of academics and practitioners founded in 1997 to study corporate reputations) defin...
Corporate Brand Development In contrast to product brand personality, which typically relates to consumers and user imagery for a specific product b...
Corporate Reputation Management, Market Value, Intangible Assets Academic research to quantify the value of reputation confirms that there are large economic premiums associated with co...
Corporate Branding, Corporate Reputation, Corporate Nationality, Corporate Patriotism, Corporate Nationalism Past research in market communication revealed that many consumers prefer to purchase domestic brands because they want ...
Corporate Reputation Management The terms “reputation” and “status” are often used as synonyms, such as when we talk about the reputation or status a co...
Fonti di Informazione
Varie fonti di informazioni su Gestione della Reputazione Aziendale. Qui troverai powerpoint, video, notizie, ecc. da utilizzare nelle tue lezioni e seminari.
Reputation Management Activities, Strategic Reputation Management, Reputation Perceptions Concise presentation that provides an interesting framework for reputation management. It particularly focuses on 4 key ...
Consequences for Reputation Paper by Jonathan M. Karpoff, D. Scott Lee and Gerald S. Martin examines the penalties imposed on all 585 firms that wer...
Reputation Management, Corporate Reputation This presentation discusses the traditional approach towards managing your reputation. The presentation includes the fol...
Social Media for Business, Online Business Identity, Corporate Reputation, Social Networking for Business This presentation provides interesting information about the usage of social media for businesses. The presentation incl...
CSR Communication, CSR Implementation, CSR Strategy, Corporate Identity, Corporate Values, CSR Stages, Because Corporate Social Responsibility is a value-based concept, it is highly connected with an organization’s values a...
Trust, Corporate Reputation, Corporate Branding, Corporate Image An important determinant of the reputation of your brand, company or sector is TRUST. In the financial sector for exampl...
Leadership, Communication Skills, Leadership Communication Framework, Barett According to Barrett (2006) leadership communication can be referred to as the determined and purposeful delivery of mes...
Initial Understanding of Branding 4-minute intro to what a brand is and what branding is.
We live in a brand saturated world. That is why it so important...
Reputation Management, Risk Management This presentation focuses mainly on the importance of reputational risk and the necessity of reputational risk managemen...
Strumenti
Strumenti utili riguardanti Gestione della Reputazione Aziendale.