Harris-Fombrun의 기업명성지수는 소비자, 투자자, 직원, 또는 중요한 영향력 행사자(influencers)와 같은 기업의 이해관계자 그룹의 인식을 파악하여 만들어지는 기업의 명성을 포괄적으로 측정하는 방법이다. 이 지수를 통해서 기업이 명성을 끄는 주요 요인(drivers)을 알 수 있고, 해당 산업 전반에 걸친 명성을 비교할 수도 있다.
기업명성지수의 6가지 주요 요인.
이 기업명성지수는 다음과 같은 20개의 속성을 가진 6개의 주요요인을 갖고 있다.
정서적인 호소(Emotional Appeal)
- 기업에 대한 호감
- 회사에 대한 존경심
- 회사에 대한 신뢰
제품과 서비스(Products and Services)
- 회사는 자신의 제품과 서비스를 믿는다.
- 회사는 고품질 제품과 서비스를 제안한다
- 혁신적인 제품 및 서비스를 개발한다
- 좋은 가치를 지닌 서비스와 제품을 제안한다.
비전과 리더십(Vision and Leadership)
- 뛰어난 리더십을 갖고 있다.
- 미래를 대한 명확한 비전이 있다
- 시장 기회를 인식하고 이용한다
작업환경(Workplace Environment )
- 잘 관리된다
- 일하기에 좋은 회사로 보인다.
- 좋은 직원이 있는 것으로 보인다
재무적 성과 (Financial Performance)
- 과거의 수익성
- 투자리스크가 낮아보인다.
- 미래성장을 위한 강한 전망
- 경쟁업체를 능가할 것으로 보인다.
사회적 책임(Social Responsibility)
- 좋은 명분을 지원
- 환경에 대한 책임
- 사람들에 대한 좋은 대우
무작위 조사를 실시한 후, 위의 기준을 취합하여 가장 평판이 높거나 두드러지는 회사의 리스트르 작성한다.
참고도서: Charles J. Fombrun, Cees Van Riel - Fame and Fortune: How Companies Build Reputations
참고도서: Gary Davies, Rosa Chun - Corporate Reputation and Competitiveness
참고도서: Kevin T. Jackson - Building Reputational Capital
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정보 출처
기업명성지수 (또는 기업평판지수 에 대한 다양한 정보 출처. 여기에서 자신의 강의 및 워크샵에 사용할 파워 포인트, 비디오, 뉴스 등을 찾을 수 있습니다.
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