Dobra i zła reputacja - jeden czy dwa wymiary?

• Autorzy: Ewa Głuszek

Warianty tytułu

Good and bad corporate reputation - one or two dimensions?

• Języki publikacji: PL

Abstrakty

W literaturze przedmiotu dobra reputacja i zła reputacja przedsiębiorstwa traktowane są jako extrema jednego wymiaru, tymczasem z punktu widzenia potrzeby zarządzania reputacją bardziej celowe wydaje się widzenie ich jako dwóch niezależnych zmiennych. Artykuł przedstawia argumenty przemawiające za rozdzielaniem dobrej i złej reputacji oraz stawia pytanie o ich ważność. Z punktu widzenia budowania przewagi konkurencyjnej zasadne jest bowiem rozstrzygnięcie dylematu: czy dobra reputacja pomaga bardziej niż zła szkodzi, czy też jest może odwrotnie? Bazując na przeglądzie badań empirycznych, autorka dochodzi do wniosku, że efektywne zarządzanie reputacją przedsiębiorstwa wymaga koncentracji uwagi przede wszystkim na unikaniu złej reputacji, gdyż jej konsekwencje są groźniejsze i bardziej długofalowe, aniżeli korzyści, jakie oferuje dobry wizerunek.(abstrakt oryginalny)

EN

Good and bad corporate reputation are threatened as two extreme ends of one continuum in domain literature, but - from managerial point of view - it is much more justified to see them as two independent variables. The article presents some case for separate good and bad reputation and raised question about their significance. It is worth to know building competitive advantage whether the good reputation helps more, than the bad harms, or conversely? Rely on studies review author comes to the conclusion that effective corporate reputation management need to concentrate managers attention on avoiding bad reputation, because consequences are much more threatening and long standing, than advantages offering by the good one.(original abstract)

Słowa kluczowe

PL

Wizerunek inwestora; Przewaga konkurencyjna; Badania empiryczne; Efektywność zarządzania

EN

Investor's reputation; Competitive advantage; Empirical researches; Management effectiveness

• Czasopismo: Organizacja i Kierowanie
• Rocznik: 2016
• Numer: nr 1
• Strony: 9--24

Twórcy

autor

Ewa Głuszek

• Uniwersytet Ekonomiczny we Wrocławiu

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