Paradoksy dobrej i złej reputacji przedsiębiorstwa

• Autorzy: Ewa Głuszek

Warianty tytułu

A Good and Bad Corporate Reputation - Some Paradoxes

• Języki publikacji: PL

Abstrakty

Zdecydowana większość publikacji poświęconych reputacji przedsiębiorstwa mieści się w granicach pewnego kanonu ustalonych jakoby prawd, pomijając pewne fakty, które nie pasują do tego obrazu. Celem artykułu jest zwrócenie uwagi menedżerów na mało znane aspekty reputacji przedsiębiorstwa, mogące mieć duże znaczenie dla systemu zarządzania nią. Artykuł omawia cztery paradoksy dotyczące reputacji przedsiębiorstwa: (1) negatywne konsekwencje posiadania dobrej reputacji, (2) pozytywne konsekwencje złej reputacji, (3) współistnienie dobrej i złej reputacji oraz (4) asymetrię związku między nieodpowiedzialnymi zachowaniami firmy a złą reputacją. Przedstawione paradoksy uświadamiają złożoność samego zjawiska i przekonują, jak trudno nim sterować.(abstrakt oryginalny)

EN

Most publications dedicated to corporate reputation are situated in the area of certain principles, and ignore some others facts that do not fit into this picture. The aim of the article is to make managers realise that there are some rules they have not heard of, however important to reputation management. The article presents four paradoxes about corporate reputation: (1) negative consequences of good reputation, (2) positive consequences of bad reputation, (3) coexistence of goood and bad reputation and (4) weak relationship between irresponsible actions and bad firm reputation. Paradoxes depicted in the article make us aware of corporate reputation complexity and difficulty in managing it.(original abstract)

Słowa kluczowe

PL

Przedsiębiorstwo; Paradoks

EN

Enterprises; Paradox

• Czasopismo: Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu
• Rocznik: 2016
• Numer: nr 422
• Strony: 109--121

Twórcy

autor

Ewa Głuszek

• Uniwersytet Ekonomiczny we Wrocławiu

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Identyfikatory

DOI

10.15611/pn.2016.422.09