Wielowymiarowość reputacji przedsiębiorstwa - czy rozgłos może być jednym z wymiarów?

• Autorzy: Ewa Głuszek

Warianty tytułu

Multidimensionality of Corporate Reputation - Should the Prominence Dimension be One of Them?

• Języki publikacji: PL

Abstrakty

Badacze zajmujący się reputacją przedsiębiorstwa są w większości zgodni co do tego, że opiera się ona na dokonywaniu oceny, osądu interesariuszy na temat finansowego, społecznego i środowiskowego wpływu firmy. Uważają również, że reputacja jest zjawiskiem złożonym i wielowymiarowym, a najczęstszymi wymiarami, za pomocą których opisuje się ten konstrukt, są: rozgłos (being known), fachowość (being known for something) oraz sympatia (generalized favorability). O ile dwa ostatnie wymiary nie budzą zastrzeżeń i pojawiają się w wielu prestiżowych publikacjach na temat reputacji, o tyle wymiar rozgłosu wydaje się co najmniej dyskusyjny. Artykuł przedstawia szereg argumentów przemawiających za wykluczeniem tego wymiaru jako elementu reputacji przedsiębiorstwa, co powinno przyczynić się do większej klarowności tego pojęcia. Definicje, które usiłują uchwycić zbyt wiele znaczeń, stają się problematyczne dla badaczy, jak i przedstawiają niewielką wartość dla praktyków(abstrakt oryginalny)

EN

Corporate reputation researchers appear to agree that corporate reputation means observer's collective judgements of a corporation based on the assessment of the financial, social, and environmental impacts attributed to the corporation over time. They believe that corporate reputation is a multidimensional, complex concept that can be described using three dimensions: being known, being known for something and generalized favorability. The two latest do not raise any concern and are present in many well-cited papers, the prominence dimension appears to be a problem area. The article presents many arguments in favour of excluding this dimension of corporate reputation, because definitions which attempt to capture too much conceptual space present problems for scholarly research and also have little value to practitioners.(original abstract)

Słowa kluczowe

PL

Wizerunek przedsiębiorstwa; Przedsiębiorstwo; Zarządzanie

EN

Company image; Enterprises; Management

• Czasopismo: Management Forum
• Rocznik: 2015
• Tom: 3
• Numer: nr 2
• Strony: 30--37

Twórcy

autor

Ewa Głuszek

• Uniwersytet Ekonomiczny we Wrocławiu

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Identyfikatory

DOI

10.15611/mf.2015.2.05