It seems that everyone wants to measure reputation. Countries, cities, companies, the public sector—you name it, they all want to measure their reputation.
The interest in reputation seems to have risen exponentially in the past few years, fueled in part by the proliferation of reputation rankings, including RepTrak, and those done by internationally by Fortune, Forbes and the Financial Times, among others, with their rankings of the best places to work and the world’s most admired firms.
However, some academics in corporate communication and public relations have despaired that all of the focus on reputation and image may detract from the primary responsibility of these functions — building relationships. The value of relationships includes the value of reputation.The idea of relationships
Marketing, with its attention to customer relationships, has somehow managed to bridge the gap between academia and practice. The volume of literature on relationship marketing and customer relationship management is enormous. The topics of customer satisfaction and barometers for measuring it are easily found in academic literature and research and in practice by firms and consultants alike.
Obviously, a major reason that relationships caught on so successfully in marketing is that customers and their satisfaction and loyalty have direct and sometimes immediate effects on a company’s performance. Additionally, they are relatively accessible, and measurements of their satisfaction and impact on an organization’s performance are pretty straightforward.
Second, some of these stakeholders are people with whom the organization might not want to enter into a relationship at all, much less a long-term one, which is the primary goal of marketing.
The challenge is convincing firms and consultants to shift their focus from reputation to relationships. By concentrating on relationships, reputation will follow. However, proving this to management can be difficult.
Walking into a boardroom and convincing executives focused on bottom-line results that they should invest in relationships that at some time in some indeterminate future will affect their reputation can be career hara-kiri.
But practicing customer relationship management alone is just not sufficient for today’s organizations. All organizations need to engage in stakeholder relationship management. This entails taking a stakeholder approach, recognizing the vast numbers of constituencies of an organization and the mutual impact each has on the other.
Some researchers claim that:1) establishing and nurturing stakeholder relationships lessen shareholder risk,
4) a good reputation and enhanced brand value are the result of relationships.Successful relationships
If measuring relationships is to catch on, it must make the jump from academic research to practical application. There is ample evidence that focusing on relationships has a payoff for reputation. Good relationships don’t happen overnight, and maybe that’s the problem. Firms are just not willing to invest in the effort.
This article is based on the article: Brønn, Peggy Simcic (2007): “Relationship outcomes as determinants of reputation”, which received the Emerald Literati 2008 Award as one of three highly commended papers in Corporate Communications: An International Journal.
Audun Farbrot | alfa
How Strong Brands Translate into Money
15.11.2016 | Kühne Logistics University - Wissenschaftliche Hochschule für Logistik und Unternehmensführung
Demographic change depresses tax revenues
04.11.2016 | Fraunhofer-Institut für Angewandte Informationstechnik FIT
An important step towards a completely new experimental access to quantum physics has been made at University of Konstanz. The team of scientists headed by...
Yersiniae cause severe intestinal infections. Studies using Yersinia pseudotuberculosis as a model organism aim to elucidate the infection mechanisms of these...
Researchers from the University of Hamburg in Germany, in collaboration with colleagues from the University of Aarhus in Denmark, have synthesized a new superconducting material by growing a few layers of an antiferromagnetic transition-metal chalcogenide on a bismuth-based topological insulator, both being non-superconducting materials.
While superconductivity and magnetism are generally believed to be mutually exclusive, surprisingly, in this new material, superconducting correlations...
Laser-driving of semimetals allows creating novel quasiparticle states within condensed matter systems and switching between different states on ultrafast time scales
Studying properties of fundamental particles in condensed matter systems is a promising approach to quantum field theory. Quasiparticles offer the opportunity...
Among the general public, solar thermal energy is currently associated with dark blue, rectangular collectors on building roofs. Technologies are needed for aesthetically high quality architecture which offer the architect more room for manoeuvre when it comes to low- and plus-energy buildings. With the “ArKol” project, researchers at Fraunhofer ISE together with partners are currently developing two façade collectors for solar thermal energy generation, which permit a high degree of design flexibility: a strip collector for opaque façade sections and a solar thermal blind for transparent sections. The current state of the two developments will be presented at the BAU 2017 trade fair.
As part of the “ArKol – development of architecturally highly integrated façade collectors with heat pipes” project, Fraunhofer ISE together with its partners...
19.01.2017 | Event News
10.01.2017 | Event News
09.01.2017 | Event News
20.01.2017 | Awards Funding
20.01.2017 | Materials Sciences
20.01.2017 | Life Sciences