Innovation and Corporate Reputation Innovation and Corporate Reputation

2012 ◽  
pp. 264-277
Author(s):  
Michael Brown ◽  
Paul Turner
Keyword(s):  
Competitive Advantage ◽  
Corporate Reputation ◽  
Intangible Assets ◽  
Business Success ◽  
Innovation Capability ◽  
Effective Implementation ◽  
Good Reputation ◽  
A Company

As much as 75% of a company’s value derives from its intangible assets. One of the most important of these intangible assets is corporate reputation. The Britain’s Most Admired Company surveys into corporate reputation includes nine characteristics, one of these is a company’s ‘capacity to innovate’. Surveys between 1990 and 2009 show that a good reputation for innovation does not guarantee a good overall reputation; nor does a reputation for innovation lead to business success. However, where a company has a reputation for innovation and is able to manage other characteristics, there is a better chance that this company will develop its innovation capability into long-term competitive advantage and profitability. Central to this conclusion is converting innovation into enhanced processes, products or services through effective implementation. The research identifies key attributes of companies that combine a reputation for innovation, with a good corporate reputation overall and business success.

Competitive advantage through innovation: the case of Nespresso

2016 ◽  
Vol 19 (1) ◽  
pp. 133-148 ◽  
Author(s):  
Alexander Brem ◽  
Maximilian Maier ◽  
Christine Wimschneider
Keyword(s):  
Competitive Advantage ◽  
Secondary Data ◽  
Linear Process ◽  
Lessons Learned ◽  
Competitive Advantages ◽  
Content Type ◽  
Market Situation ◽  
Long Time ◽  
A Company

Purpose – The purpose of this paper is to describe how Nespresso achieved competitive advantage through innovation by changing the rules of the game in its industry. Design/methodology/approach – Nespresso was analyzed based on public available secondary data, in combination with related academic concepts on innovation and competitive advantage. Findings – The company succeeded by the thorough application of a strategy that, through perfect alignment, allowed the company to reach a unique market position. However, as described in the case, it took a relatively long time and the company came close to failure several times. Before the current situation of the company, it remains challenging in the future as well. Hence, the Nespresso story provides interesting space for discussion and learning about what innovation is, how innovation emerges, and under which circumstances innovation can serve as a source for competitive advantage. Research limitations/implications – Especially given the current market situation, the case offers different starting points for discussion about innovation and long-term company success. Practical implications – Especially before the current market situation, the case offers different starting points for discussion about innovation and the success of a company on the long term. The case is designed to give practitioners a better understanding on what an innovation as, and how competitive advantages can be linked to innovation. Originality/value – This case of Nespresso is a unique combination of the concepts of innovation and competitive advantage. It serves as an example of an innovation, which was not successful from the scratch, but evolved over time and is still developing. As many innovations went through such a non-linear process, this case offers interesting lessons learned for academics as well as for practitioners.

scholarly journals What is Relationship Marketing and How to Use it to Connect with Your Customers

2020 ◽  
Vol 28 (46) ◽  
pp. 29-35
Author(s):  
Veronika Johanesová ◽  
Jaromíra Vaňová
Keyword(s):  
Competitive Advantage ◽  
Relationship Marketing ◽  
Customer Loyalty ◽  
Sales Promotion ◽  
Long Time ◽  
Marketing Costs ◽  
The Relationship ◽  
A Company ◽  
Expensive Process

AbstractIn fact, all demands and advances in customer satisfaction are the result of the technology and company developments. The companies that accept this and constantly create value for the customer provide a competitive advantage for themselves and for both sides the business potential. Getting new customers can be a very expensive process. This process includes considerable marketing costs such as advertising costs, sales promotion costs, PR, seller time costs etc. Therefore, every customer represents an investment for company. It has been proven that if a company treats its customers properly and they are loyal for a long time, they will bring more and more profits to the company every year. In this article, we focus on the relationship marketing that focuses on customer loyalty. Effective relationship marketing involves a variety of overlapping strategies and technologies that help foster a deeper, long-term relationship with current and prospective customers.

LOGISTICS COMPETENCES AS THE CORE COMPETENCES OF A FIRM AFFECTING BUSINESS COMPETITIVE ADVANTAGE CREATION

2017 ◽  
Vol 66 (0) ◽  
pp. 25-33
Author(s):  
Rafał Matwiejczuk
Keyword(s):  
Literature Review ◽  
Competitive Advantage ◽  
Economic Outcomes ◽  
Business Success ◽  
The Core ◽  
Core Competences ◽  
Firm Success

Firms are constantly looking for ways leading to competitive advantage creation. Such advantage may be embedded on business success potentials including resources, capabilities and competences. From business competitive advantage perspective, the most significant potentials are competences. The effective and efficient exploitation of the competences may contribute to the achievement of the expected market and economic outcomes by the firm. Such outcomes are the symptoms of business success and the basis for business competitive advantage creation. In recent years one may notice an increasing significance of logistics seen as the crucial factor (or set of factors) of a firm success as well as business competitive advantage creation. The purpose of the article is to express the most important characteristics of logistics competences as the core competences of a firm in the context of the sustained, long-term business competitive advantage creation. The article is based on the literature review concerning the growing significance of a firm’s core competences as well as the possibilities of logistics competences exploitation in business competitive advantage creation.

Counting the spoons: what really influences corporate reputation

2017 ◽  
Vol 38 (6) ◽  
pp. 54-58 ◽  
Author(s):  
Peter Buell Hirsch
Keyword(s):  
Corporate Reputation ◽  
Business Strategy ◽  
Positive Impact ◽  
Marketing Strategies ◽  
Business Success ◽  
Content Type ◽  
The Subject ◽  
The Impact ◽  
Practical Implications

Purpose The purpose of this paper is to examine and assess the importance of corporate reputation as a tool of business strategy. The topic has been the subject of significant discussion particularly with respect to reputation rankings and metrics. The author wanted to assess the evidence for the importance of reputation to a company’s success and whether there were related activities that might be of equal or greater value. Design/methodology/approach The approach was to review some of the more prominent reputation rankings and metrics and, anecdotally, to assess the impact of negative reputation impacts on market share and revenues. The author also tried to identify other corporate marketing strategies that might be of greater value than a focus on reputation alone. Findings What the author has determined was that there would always be a place for opinion surveys of reputation and the rankings that go with them, as well as certain outcomes-based metrics with a reputation component. However, the author believes that comprehensive influencer engagement programs have the greater potential for a positive impact on a company’s business success while, at the same time, supporting its reputation. Research limitations/implications The findings’ principal limitations are the subjective nature of the review and evaluation which are based on the author’s 30-year career in helping companies manage their reputation. Practical implications The practical implications of the paper are that companies should pursue a balanced reputation strategy, not solely restricted to seeking rankings and awards but equally, if not more, focused on creating the kinds of influencer engagement that are a richer and truer source of long-term reputation. Social implications The author believes that by focusing on the needs and interests of real influencers as opposed to abstract opinion survey panels, companies will do much more concrete work that creates social as well as business value. Originality/value While a great deal has been written about reputation and trust, the author believes that this is the first attempt to connect reputation with influencer engagement as a strategy.

scholarly journals Strategy Design Method Based on Corporate Learning System

2020 ◽  
Vol 19 (2) ◽  
pp. 119-124
Author(s):  
A. V. Kavaliou ◽  
A. V. Hromava
Keyword(s):  
Competitive Advantage ◽  
Dynamic Capabilities ◽  
Design Method ◽  
Learning System ◽  
Organizational Capabilities ◽  
Sustainable Competitive Advantage ◽  
Corporate Learning ◽  
Strategy Design ◽  
A Company

The paper proposes a method for a strategy design that corresponds to concept of dynamic capabilities. The advan-tages and disadvantages of the methods of strategy design used by various schools of strategic management are demonstrated. The authors postulate inconsistency between a new stage of scientific knowledge and the related technique of strategic analysis and strategy design methods. The purpose of the article is to develop a method for creation a strategy based on a learning system as a key element of a competitive advantage in the concept of dynamic abilities. The method compares favorably with approaches based on the analysis of the external environment, which have a methodological contradiction, since such a stra-tegy is available to all market actors, and it is easy to repeat it. Unlike the methods of the “basic” resource concept, the proposed one allows you to expand an approach to design a strategy precisely from the standpoint of strategic actions in relation to the resources, capabilities, and competencies of the company, which can be combined into clusters that provide a syner-gistic effect. The long-term horizon of the strategy invariably requires the inclusion of corporate learning system as a gene-rator  of  organizational  capabilities into the various clusters.  It has been noted  that the speed of  reaction to changes which is required in a contemporary competitive environment puts forward a corporate learning system as a key competency of a company. The method corresponding to the concept of dynamic capabilities creates the possibility of developing a strategy based on a corporate learning system and provides a dynamic sustainable competitive advantage.

scholarly journals Exploring Determinants of Innovation Capability in Manufacturing Companies Operating in Poland

2020 ◽  
Vol 12 (17) ◽  
pp. 7101
Author(s):  
Agata Sudolska ◽  
Justyna Łapińska
Keyword(s):  
Innovation Capability ◽  
Manufacturing Companies ◽  
Manufacturing Enterprises ◽  
Central Statistical ◽  
Central Statistical Office ◽  
Innovation Output ◽  
The Relationship ◽  
A Company ◽  
Empirical Contribution

The innovation capability of a company is considered the determinant of its competitiveness in the long-term. Therefore, it is of increasing importance to understand the critical variable behind a firm’s innovation capability. The paper explores these issues and contributes to the research on the factors that drive a company’s innovation capability. The aim of the paper is to identify which factors determine the innovation capability of manufacturing enterprises operating in Poland. In the theoretical part, it provides an overview of recent contributions to the literature on a company’s innovation capability enhancers. The empirical contribution of the paper refers to recognising the relationship between the certain practices pursued by Polish manufacturing enterprises and their innovation capability measured by innovation output. Using a model for panel data, the study finds that that the factors driving innovation capability of manufacturing enterprises operating in Poland are the following: inter-organisational cooperation, hiring employees in research and development (R&D) activities as well as firms’ internal expenditures on R&D. The study is based on the data from publications of the Central Statistical Office of Poland, which contain information on the activities of manufacturing enterprises and reports presenting the results of research on the innovation capability of enterprises.

scholarly journals FEATURES OF THE USE OF ANTI-CRISIS COMMUNICATIONS IN CORPORATE REPUTATION MANAGEMENT

2020 ◽  
pp. 66-71
Author(s):  
Volodymyr Falovych ◽  
Nataliia Bakulina ◽  
Dmytro Shushpanov
Keyword(s):  
Competitive Advantage ◽  
Information And Communication Technologies ◽  
Corporate Reputation ◽  
Main Tool ◽  
Communication Technologies ◽  
Effective Communication ◽  
Reputation Management ◽  
Crisis Communications ◽  
Crisis Situations

Introduction. The article is devoted to the study and systematization of modern communication technologies for the formation and preservation of the company's corporate reputation in a crisis. Today, corporate reputation is one of the sources of sustainable long-term competitive advantage, and have the ability to be measured despite its abstract nature. The growing number of man-made catastrophes, natural disasters, accidents, epidemics, etc. is also convincing that crisis phenomena in the modern environment are inevitable. Uncontrolled flows of information lead to distortion of facts and as a consequence – the destruction of the company's reputation. Currently, the main tool to avoid or prevent crises and maintain a positive reputation for the company is anti-crisis communications. Goal – of the article is to analyze the basic communication technologies necessary for the successful exit of the company from the crisis situation with minimal loss of reputational capital. Methods. The method of abstraction and generalization is used to evaluate modern approaches in corporate reputation management; system analysis – to determine the main steps for effective communication in crisis situations. Results. The article substantiates the need to use modern technologies to build the company's reputation in a crisis, as the dynamics of changes in information and communication technologies in today's conditions necessitates and is important for companies to build an effective system of communication with the public. The current concept of increasing the share of intangible assets in the value of the company, in particular such as corporate social responsibility, voluntary quality certification, use of environmentally friendly technologies, corporate reputation is one source of sustainable long-term competitive advantage, and have the ability to measure despite its abstract nature. The article groups the main mistakes during the organization's anti-crisis campaign and proposes the main steps for effective communication in crisis situations, which will minimize the damage caused by the crisis.

scholarly journals Business reputation of the company as one of the most important components of the company's success

2021 ◽  
pp. 29-32
Author(s):  
Hanna KOVALOVA ◽  
Adil Mohamed Abdalla Sultan AL ALI ◽  
Viktor ZAMLYNSKYI
Keyword(s):  
Business Processes ◽  
Positive Impact ◽  
Reputation Management ◽  
Intangible Asset ◽  
Noticeable Effect ◽  
Business Plans ◽  
Good Reputation ◽  
Corporate Business ◽  
A Company

The paper examines the company's business reputation in detail as one of the most important components of a company's success. Currently, there is no doubt that goodwill is the most important intangible asset of the enterprise, despite the fact that it differs significantly from other intangible assets in its content, methods of acquisition or disposal, valuation methods. The paper presents an analysis of the issue of business reputation and shows its relevance, reveals such concepts as “reputation”, “business reputation”, methods of management and evaluation of business reputation of the company. Today, the problem of reputation management is experiencing a real peak of its relevance. “Reputation – a valuable intangible asset of the company, which accumulates over the years and can be destroyed immediately” – this phrase in one variation or another is constantly heard at conferences, flashes on the pages of business publications, appears in corporate business plans. Experts agree that a good reputation makes a company more attractive to investors, increases its capitalization, increases income, provides a stronger position in entering new markets and supports the general population. Obviously, to achieve a noticeable effect, any actions to manage business reputation, taken by the organization, must be long-term and systematic, be integrated into key business processes. Researchers publish research results that prove the positive impact of reputation on other parameters of the business model. There is no doubt that reputation must be managed. Therefore, this is exactly what was described in detail in the paper.

scholarly journals Human Capital Situation in Indian Pharmaceutical Sector

2019 ◽  
Vol 8 (3) ◽  
pp. 2980-2983
Keyword(s):  
Human Capital ◽  
Competitive Advantage ◽  
Organizational Performance ◽  
Capital Investment ◽  
Workforce Planning ◽  
Human Capital Investment ◽  
Development Program ◽  
Training And Development ◽  
A Company

In the global scenario, the companies are controlled by challenger, despite of industry. The highly aggressive market has made impression on the companies to have competitive advantage. The unique challenging edge is company’s human capital. The human capital play significant role in increasing organizational performance. Now organizations have to take moment to enhance their workforce by imparting training and development program to upgrade skills, talents and knowledge to make their human capital effective. It also examines on the mindset of the employees and gives high attainment in their workforce planning. An employee is most valued resource to a company and provides tangible base needed to build long-term profitability and continuous success. Hence the study determines the significance importance of human capital investment in Indian pharmaceutical sectors. The situation of current human capital investment are explore and conclusion drawn from the study

scholarly journals Reaching for the Stars: The Role and Value of Digital Reputation

2020 ◽  
Vol 12 (2) ◽  
pp. 18-21
Author(s):  
Alessandro Gandini
Keyword(s):  
Direct Relationship ◽  
Social Network Sites ◽  
Reputation Management ◽  
Intangible Asset ◽  
Rating Systems ◽  
Good Reputation ◽  
Old Economy ◽  
Economic Transaction ◽  
A Company

AbstractIn the old economy, reputation was considered an important but somewhat underestimated intangible asset. In the digital economy, the significance of reputation is expanded in scope. It enables the building of trust among “quasi-strangers” who engage in an economic transaction. Reputation scores, usually in the form of feedback, ranking and rating systems, facilitate the building of trust in the absence of a direct relationship between sellers and buyers. Concomitantly with the rise of social network sites and the proliferation of metrics and analytics of all kinds, the era of the “reputation economy” has dawned. A good reputation usually brings further good evaluations. On the other hand, a bad reputation can be a long-term setback for a company. Having no reputation means virtual non-existence in the eyes of today’s consumers. Professional reputation management is therefore a core task that makes a decisive contribution to the success of a company.

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