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
Mathematical confirmation: Rewiring financial networks reduces systemic risk
22.06.2017 | International Institute for Applied Systems Analysis (IIASA)
Frugal Innovations: when less is more
19.04.2017 | Fraunhofer-Institut für Arbeitswirtschaft und Organisation IAO
University of Maryland researchers contribute to historic detection of gravitational waves and light created by event
On August 17, 2017, at 12:41:04 UTC, scientists made the first direct observation of a merger between two neutron stars--the dense, collapsed cores that remain...
Seven new papers describe the first-ever detection of light from a gravitational wave source. The event, caused by two neutron stars colliding and merging together, was dubbed GW170817 because it sent ripples through space-time that reached Earth on 2017 August 17. Around the world, hundreds of excited astronomers mobilized quickly and were able to observe the event using numerous telescopes, providing a wealth of new data.
Previous detections of gravitational waves have all involved the merger of two black holes, a feat that won the 2017 Nobel Prize in Physics earlier this month....
Material defects in end products can quickly result in failures in many areas of industry, and have a massive impact on the safe use of their products. This is why, in the field of quality assurance, intelligent, nondestructive sensor systems play a key role. They allow testing components and parts in a rapid and cost-efficient manner without destroying the actual product or changing its surface. Experts from the Fraunhofer IZFP in Saarbrücken will be presenting two exhibits at the Blechexpo in Stuttgart from 7–10 November 2017 that allow fast, reliable, and automated characterization of materials and detection of defects (Hall 5, Booth 5306).
When quality testing uses time-consuming destructive test methods, it can result in enormous costs due to damaging or destroying the products. And given that...
Using a new cooling technique MPQ scientists succeed at observing collisions in a dense beam of cold and slow dipolar molecules.
How do chemical reactions proceed at extremely low temperatures? The answer requires the investigation of molecular samples that are cold, dense, and slow at...
Scientists from the Max Planck Institute of Quantum Optics, using high precision laser spectroscopy of atomic hydrogen, confirm the surprisingly small value of the proton radius determined from muonic hydrogen.
It was one of the breakthroughs of the year 2010: Laser spectroscopy of muonic hydrogen resulted in a value for the proton charge radius that was significantly...
17.10.2017 | Event News
10.10.2017 | Event News
10.10.2017 | Event News
20.10.2017 | Information Technology
20.10.2017 | Materials Sciences
20.10.2017 | Interdisciplinary Research