Corporate Brand Reputation Rebuilding after the Company's Crisis

• Autorzy: Aneta Aleksander , Agata Stachowicz-Stanusch

Warianty tytułu

Odbudowa reputacji marki w następstwie kryzysu w organizacji

• Języki publikacji: EN

Abstrakty

EN

The paper examines the consequences a company may suffer when brand reputation is threatened by crisis situations and the possibilities of brand reputation rebuilding after a crisis. Presented herein is a broad literature review in the area of company reputation, company crisis, brand reputation and its influence on company performance. Following this are presented two contrary case studies of Polish enterprises, both of which show different methods of crisis management from a brand reputation point of view. On the basis of the cases and literature analysis, the authors suggest a 4-phase model of brand reputation rebuilding after a crisis, which may find practical applications or insights for an enterprise faced with a crisis. (original abstract)

W artykule przeprowadzono analizę konsekwencji sytuacji kryzysowych dla reputacji marki, a także możliwości odbudowy marki po kryzysie. Zaprezentowano tu szeroki przegląd literatury w zakresie reputacji przedsiębiorstwa, kryzysu, reputacji marki oraz jej oddziaływania na funkcjonowanie przedsiębiorstwa. Przedstawiono dwa studia przypadków polskich przedsiębiorstw obrazujące przeciwstawne modele zarządzania kryzysem z punktu widzenia reputacji marki. Na podstawie studiów przypadków oraz analizy literatury przedmiotu zaproponowano 4-fazowy model odbudowy reputacji marki po kryzysie, który może znaleźć praktyczne odzwierciedlenie w zarządzaniu przedsiębiorstwem w obliczu sytuacji kryzysowej. (abstrakt oryginalny)

Słowa kluczowe

EN

Enterprise's brand; Enterprises crisis

PL

Marka przedsiębiorstwa; Kryzys przedsiębiorstwa

• Czasopismo: Organizacja i Zarządzanie : kwartalnik naukowy
• Rocznik: 2012
• Numer: nr 3 (19)
• Strony: 149--165

Twórcy

autor

Aneta Aleksander

• Politechnika Śląska, Gliwice

autor

Agata Stachowicz-Stanusch

• Politechnika Śląska

Bibliografia

• Balmer J.M.T., Greyser S.A.: Multiple Identities of the Corporation, [in:] Balmer J.M.T., Greyser S. (eds.): Revealing the Corporation. Perspectioves on Identity, Image, Reputation, Corporate Branding and Corporate-level Marketing. Routledge, London 2003.
• Benjamin Franklin Quotes, Thinkexist.com: http://thinkexist.com/quotes/benjamin_franklin/2.html, 10.01.2012.
• Bosch van den A.L.M., Jong de M.D.T., Elving W.J.L.: How corporate visual identity support reputation. "Corporate Communications: An International Journal", Vol. 10, No. 2, 2005.
• Connor D., Davidson J.: Marketing Your Consulting and Professional Services. John Wiley & Sons, New York, NY 1997.
• Davies G., Chun R., Da Silva R., Roper S.: Corporate Reputation and Competitiveness. Routledge, London 2003.
• Ewing M.T., Caruana A., Loy E.R.: Corporate reputation and perceived risk in professional engineering services. "Corporate Communication: An International Journal", Vol. 4, No. 3, 1999.
• Fan Y.: A classification of Chinese culture. "Cross Culture Management. An International Journal", Vol. 7, No. 2, 2000.
• Farh J.L., Hong C.B., Organ D.W.: Organizational citizenship behavior in the People's Republic of China. "Organization Science", No. 15, 2004.
• Fombrun C.J., van Riel C.B.M.: Fame and Fortune: How Successful Companies Build Winning Reputation. Pearson Financial Times, London 2004.
• Franzen G., Bouwman M.: The Mental World of Brands: Mind, Memory and Brand Success, Oxfordshire World Advertising Research Center 2001.
• Greyser S.A.: Corporate reputation: aid to growth and shield. Inside PR and Reputation Management, January - February 1995.
• Greyser S.A.: Advancing and enhancing corporate reputation. "Corporate Communi-cations: An International Journal", Vol. 4, No. 4, 1999.
• Greyser S.A.: Corporate brand reputation and brand crisis management. "Management Decision", Vol. 47, No. 4, 2009.
• Hasegava A.: The consequences of Japan's shame culture. Business Week, February 19, 2001.
• Hatch M.J., Schultz M.: Toward a theory of brand co-creation with implications for brand governance. "Journal of Brand Management" No. 17, 2010.
• Howard S.: Corporate Image Management. Butterworth-Heinemann, Singapore 1998.
• James E.H, Wooten L.P.: Leadership an (Un)usual: How to display Competence in Times of Crisis. "Organizational Dynamics", Vol. 34, No. 2, 2005.
• Kapferer J.N.: Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. Kogan Page, London, [in:] Ind N., Bjerke R. The concept of participatory market orientation: An organisation-wide approach to enhancing brand equity. "Journal of Brand Management", No. 15, 1997.
• Keller K.L., Lehmann D.: How do brands create value? "Marketing Management", Vol. 12, No. 3, 2003
• Knap-Stefaniuk A.: Kryzys w organizacji - i co dalej? Biuletyn Polish Open University "Zarządzanie Zmianami", Nr 1, 2006, www.wsz-pou.edu.pl/biuletyn/druk.php?p=&strona=biul_kryz&nr=, 19 November 2010.
• Krawiec F.: Kreowanie i zarządzanie reputacją firmy. Difin, Warszawa 2009.
• Krueger T.M., Wrolstad M.A., Dalsem Van S.: Contemporaneous relationship between corporate reputation and return. "Managerial Finance", Vol. 36, No. 6, 2010.
• Levitt T.: Industrial Purchasing Behaviour: A Study of Communication Effects. Harvard Business School, Boston, MA 1965.
• Magit D.: Crisis? Oh, that crisis! Shell and Wendy‟s discover the dangers of too little action too late. "Strategic Direction", Vol. 23, No. 4, 2007.
• Meffert H., Bierwirth A.: Corporate Branding - Führung der Unternehmensmarke im Spannungsfeld unterschiedlicher Zielgruppen, [in:] Meffert H., Burmann C., Koers M. (eds.): Marken-Management. Wiesbaden, Gabler 2005.
• Paliwowa-Matiolańska A.: Odpowiedzialność społeczna w procesie zarządzania przedsiębiorstwem. C.H. Beck, Warszawa 2009.
• Pearson C.M., Clair J.A.: Reframing crisis management. "Academy of Management Review", Vol. 23, No. 1, 1998.
• Pfarrer M.D., Decelles K.A. Smith K.G., Taylor M.S.: After the fall: Reintegrating the corrupt organization. "Academy of Management Review", Vol. 33, No. 3, 2008.
• Raggio R.D., Leone R.P.: The theoretical separation of brand equity and brand value: Managerial implications for strategic planning. "Journal of Brand Management", No. 14, 2007.
• Roberts P.W., Dowling G.R.: Corporate reputation and sustained superior financial performance. "Strategic Management Journal", Vol. 23, No. 12, 2002.
• Seeger M.W., Sellnow T.L., Ulmer R.R.: Communication and Organizational Crisis. Praeger Publishers. Westport, USA 2003.
• Shrivastava P.: Bhopal: Anatomy of a crisis. New York 1987, Ballinger, [in:] Fowler K.L., Kling N.D., Larson M.D.: Organizational Preparedness for Coping with a Major Crisis or Disaster. "Business Society", Vol. 46, No. 1, 2007.
• Stachowicz-Stanusch A. (ed.): Organizational Immunity to Corruption: Building Theoretical and Research Foundation. The Katowice Branch of the Polish Academy of Sciences, Katowice 2009.
• Walvis T.H.: Three laws of branding: Neuroscientific foundations of effective brand building. "Journal of Brand Management", No. 16, 2008.
• Wieeneder S., Cerny T.: Skuteczne zarządzanie reputacją i spójny image. Wyd. BestPress, Warszawa 2008.