scholarly journals Disputed aspects of the reputation management implementation

2020 ◽  
Vol 7 (3) ◽  
pp. 60-67
Author(s):  
Vitaliy Shkromyda
Keyword(s):  
Public Relations ◽  
Corporate Reputation ◽  
Reputation Management ◽  
Corporate Communications ◽  
Governance System ◽  
Relevant Market ◽  
Strategic Development ◽  
Key Stakeholders ◽  
Key Factor ◽  
Scientific Value

The recognition of the company and its products, its positive perception among stakeholders are important drivers of sustainable development, which together generate constant sales, provide high margins and strengthen competitive positions in the relevant market. The key factor in this success is the company’s impeccable corporate reputation, the importance and role of which is more and more attested by the researchers in their publications, both on the theoretical and practical levels. Reputation management as a separate component of the company’s governance system is accompanied by debatable issues regarding its separation and independence. The sources on this subject trace differing views among scholars and practitioners to be agreed. Some researchers attribute reputation management to the “public relations” and “corporate relations” competencies and, while others single out and prove its independence as a separate management system, which has its own purpose and specific tasks. The study proved that reputation management is an independent component of the company’s governance system. The substantiation of such a statement is revealed by the essential content of corporate reputation, is accompanied by the clearly outlined goal and performed functions, as well as the justification of the importance of reputation management in the company’s activities and its strategic development. We agree that reputation management is deeply integrated with other components of the governance system, such as “public relations”, “corporate communications” and “corporate relations”, as a result of which they are often equated. However, these components of the governance system differ from each other both in content and purpose. It is established that the highest goal of reputation management is to build a corporate reputation and achieve the key stakeholders’ loyalty. The scientific value of the research is to supplement the theoretical and methodological basis of reputation management, in particular in terms of addressing the disputed aspects of its implementation in the companies’ activities.

scholarly journals Reputation Management Technological Tools: a Stakeholder Approach

2021 ◽  
Vol 8 (3) ◽  
pp. 97-105
Author(s):  
Vitalii Shkromyda ◽  
Nadiya Shkromyda ◽  
Taras Gnatiuk ◽  
Mariya Vasylyuk
Keyword(s):  
Corporate Reputation ◽  
Financial Stability ◽  
Human Life ◽  
Reputation Management ◽  
Governance System ◽  
Advantages And Disadvantages ◽  
Key Stakeholders ◽  
Corporate Social ◽  
Scientific Value ◽  
A Company

Reputation management, as a new segment of the corporate governance system is experiencing significant dynamic impacts, particularly in the conditions of an information economy, which in the result creates a number of new challenges and, at the same time, opportunities. In the conditions of global absorption by the Internet of all spheres of human life and activity of companies the circumstances of formation and management of corporate reputation radically change. The purpose of the conducted study is an attempt to solve the issue of finding an effective tool for constructing the company's corporate reputation in the context of existing interests and expectations of its key stakeholders. It has been ground that a number of modern technological approaches and methods of reputation management for constructing corporate reputation of a company taking into account the interests of key stakeholders have been developed and tested at the theoretical and practical levels. Each of them is characterized by peculiarities of application, differently forming influence on groups of stakeholders, and also have certain advantages and disadvantages. It has been proved that the manifestation of advantages and disadvantages of each technological approach can be traced depending on the size of a company, type of activity and priorities of its key stakeholders. It has been determined that most technological approaches to reputation management are developed and focused on constructing a corporate reputation among the representatives of a consumer group of stakeholders. This is due to the strategic importance of this group of stakeholders, which most strongly expresses the level of competitiveness of a company in the market and ensures the financial stability of the business. It has been noted that the use of technological approaches in the process of constructing and maintaining a positive corporate reputation should be supported by the formation of the reputational assets of a company and the development of its corporate social responsibility. These activities require significant efforts and resources of a company. The scientific value of the conducted researches is a supplement to the theoretical and methodological basis of reputation management, in particular in the part of grounding and expediency of using technological approaches of constructing corporate reputation in accordance with the interests and expectations of key stakeholders of a company.

scholarly journals WAYS OF FORMATION OF CORPORATE REPUTATION IN THE CONTEXT OF THE OBJECTIVES OF REPUTATION MANAGEMENT

2020 ◽  
Author(s):  
Vitaliy Shkromyda ◽  
Keyword(s):  
Business Processes ◽  
Business Environment ◽  
Reputation Management ◽  
Positive Perception ◽  
Information Economy ◽  
Relevant Market ◽  
Effective Mechanism ◽  
Key Stakeholders ◽  
Key Drivers ◽  
Scientific Value

The key drivers of sustainable development in today's business environment are the recognition of the company and its positive perception among stakeholders, which is ultimately accompanied by profitability and strengthening of competitive positions in the relevant market. An important role in this context is played by the company's reputation, the importance of which is growing in the information economy and publicity of business processes. Of course, such circumstances require management to constantly review existing methods of managing the company's activities, including the management of reputational assets. A well-founded, clearly set goal of reputation management and a developed sequence of tasks for managing the company's reputation assets will provide an effective mechanism for constructing and maintaining a positive reputation. The peculiarity of the proposed sequence of tasks of reputation management is to take into account the opinions and expectations of the business environment, on the basis of which, as is known, the «halo» of the company's reputation is formed. In other words, the company's reputation management process is based on a behavioral-oriented approach, which provides an opportunity to coordinate the company's behavior in accordance with the expectations of the business environment. It is proposed that one of the tasks to determine the reputation characteristics of the enterprise and compare them with the priorities and expectations of key stakeholders, which will ultimately determine the effective ways to communicate with them. It has been established that the company's positive reputation among key stakeholders is formed in various ways and means of disseminating information. It is known that in practice there are different ways of disseminating information to build the desired reputation, each of which has its own characteristics. Of course, the rationale for choosing the most effective ways to disseminate information should be consistent with the goal and outlined tasks of reputation management, based on available resources and existing communication channels. The scientific value of the study lies in supplementing the theoretical and methodological basis of reputation management, in particular in terms of defining clear tasks of reputation assets management and choosing the most effective ways to disseminate information to construct the desired reputation.

Using Corporate Social Responsibility as a Public Relations Tool in Reputation Management

2017 ◽  
pp. 168-186
Author(s):  
Vera Harludi
Keyword(s):  
Corporate Social Responsibility ◽  
Literature Review ◽  
Public Relations ◽  
Social Responsibility ◽  
Corporate Reputation ◽  
Corporate Social Performance ◽  
Corporate Citizenship ◽  
Social Performance ◽  
Reputation Management ◽  
Corporate Social

This chapter delves into the subject of corporate social responsibility, its relations, and how it affects corporate reputation. The literature review presents a brief history of CSR and sheds light into the role of business ethics, corporate governance, corporate citizenship, and corporate social performance with a specific focus on companies' approaches towards CSR; motivations for company to invest in CSR; and corporate reputation. While the literature review will wrap up with arguments for and against CSR, this chapter will provide a brief outlook on CSR practices in Turkey.

Reputation Management

2017 ◽  
pp. 151-167
Author(s):  
Aslıhan Mihrimah Unutur
Keyword(s):  
New Media ◽  
Public Relations ◽  
Corporate Strategy ◽  
Brand Management ◽  
Corporate Communication ◽  
Reputation Management ◽  
Corporate Communications ◽  
Business Organizations ◽  
Communication Practices ◽  
And Function

The scope of this chapter is to provide insight into how reputation can be managed through brand management, corporate communication practices, and new media strategies. Corporate communication practices carried out through public relations applications has become an increasingly important function in business organizations. Yet, little has been published on the role and function of communication executives. This chapter reveals the impact of corporate communications upon the formulation of corporate strategy.

Corporate Reputation Management in Times of Crisis

2017 ◽  
pp. 79-91
Author(s):  
Özgür Kökalan
Keyword(s):  
Public Relations ◽  
Corporate Reputation ◽  
Target Audience ◽  
Reputation Management ◽  
Management Processes ◽  
Global World ◽  
Crises Management

It has become more difficult for companies to be successful and to sustain their success in today's competitive global world. It is necessary that the crises organizations are faced with must be managed well to prevent the loss of the reputation of the organization. Corporate reputation is one of the most important elements that differentiate organizations from each other. How the products and services of the companies are perceived by the target audience is closely related to the corporate reputation management of companies. Managing reputation becomes twice as important during crises management processes. One of the most important tasks belongs to public relations departments of companies. Conveying corporate reputation to the target audience in an efficient way requires public relations works. This also requires sustainability of the relevant activities and measures to enable the company to survive.

Reputation management in the biotechnology industry

10.5912/jcb3 ◽  
1969 ◽  
Vol 9 (1) ◽  
Author(s):  
Robert W Grupp ◽  
Leslie Gaines-Ross
Keyword(s):  
Business Model ◽  
Value Chain ◽  
Corporate Reputation ◽  
Biotechnology Industry ◽  
Reputation Management ◽  
Negative Events ◽  
Corporate Communications ◽  
Industry Value Chain ◽  
Biotechnology Companies ◽  
Development Orientation

As biotechnology companies mature, the focus of their activities shifts from a research-and-development orientation to a business model based on marketed products that deliver revenue and earnings. Companies are thus striving to occupy key positions at every stage of the industry's evolving value chain, covering each step from gene identification to patient care. The management of corporate reputation must therefore be based on the new biotechnology business model, which takes into account the shifting industry value chain. The authors discuss how the function of corporate communications in biotechnology is changing along with the industry itself, as well as the key components of a biotechnology company's reputation in the current environment. Additionally, a case study of Cephalon, Inc., is presented to illustrate how positive and negative events can affect corporate reputation in the biotechnology industry. The authors conclude with some observations on tactical solutions for building and managing corporate reputation in today's biotechnology industry.

scholarly journals CORPORATE SOCIAL CAPITAL

2016 ◽  
Vol 3 (1) ◽  
pp. 53
Author(s):  
Vilma Luoma-aho
Keyword(s):  
Social Capital ◽  
Public Relations ◽  
Public Interest ◽  
Corporate Reputation ◽  
Social Ties ◽  
Modern Society ◽  
Corporate Communications ◽  
The Social ◽  
Corporate Social

<p align="justify">This paper discusses the concepts of stakeholder, reputation and social capital and their relevance forcorporations in modern society. The paper argues that there is a special demand for reputation managementin today’s corporate communications and public relations due to fragmented publics and stakeholders, as wellas to increased public interest in corporations. The introduction of real-time media has also imposed newdemands which corporations today must meet to survive. Different stakeholders possess the ability to benefitbut also to harm the corporations through corporate reputation. Cultivated stakeholder relations can beespecially beneficial to corporate reputation and long-term development, and the social ties that stakeholdersembody can even be seen as social capital for the corporation. A new concept of “Faith-holders” is alsopresented to better describe corporate social capital.<P>

Using Corporate Social Responsibility as a Public Relations Tool in Reputation Management

2019 ◽  
pp. 621-639
Author(s):  
Vera Harludi
Keyword(s):  
Corporate Social Responsibility ◽  
Literature Review ◽  
Public Relations ◽  
Social Responsibility ◽  
Corporate Reputation ◽  
Corporate Social Performance ◽  
Corporate Citizenship ◽  
Social Performance ◽  
Reputation Management ◽  
Corporate Social

This chapter delves into the subject of corporate social responsibility, its relations, and how it affects corporate reputation. The literature review presents a brief history of CSR and sheds light into the role of business ethics, corporate governance, corporate citizenship, and corporate social performance with a specific focus on companies' approaches towards CSR; motivations for company to invest in CSR; and corporate reputation. While the literature review will wrap up with arguments for and against CSR, this chapter will provide a brief outlook on CSR practices in Turkey.

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