Konceptualni pristupi modeliranju korporativne reputacije
Conceptual Approach to Corporate Reputation Modeling
Apstrakt
Na osnovu dokazanog uticaja korporativne reputacije na poslovne performanse i tržišnu vrednost kompani-je, prevashodno kroz pozitivan uticaj na stavove i ponašanje potrošača i ključnih stejkholdera, sve veća pažnja naučnika i praktičara posvećena je modeliranju i merenju korporativne reputacije. Naučnici još uvek nisu usaglašeni oko teoretskog okvira za proučavanje, odnosno upravljanje i merenje reputacije. Osnovni predmet razilaženja u pristupima su tzv. konstituenti reputacije, odnosno šta čini reputaciju, a šta su preteče i posledice reputacije. U radu je dat pregled dosadašnjih teoretskih modela reputacije, sistematizovanih u tri osnovna konceptualna pristupa: koncept zasnovan na društvenim očekivanjima, koncept zasnovan na „korporativnoj ličnosti“ i koncept zasnovan na poverenju. Kulturološka, odnosno geografska determinisanost modela, značajno utiče na vrstu i značaj elemenata koji čine konstrukt reputacije. U naučnoj diskusiji o validnosti primene istog instrumenta za merenje reputacije u različitim zemljama, odnosno kulturnim podnebljima, sve je zastupljenije mišljenje da je neophodna adaptacija modela kako bi rezultati istraživanja bili validni i uporedivi. Stoga je u radu prikazan i model za merenje korporativne reputacije u Srbiji, koji sadrži šest osnovnih dimenzija sa 23 pripadajuća atributa identifikovanih na osnovu empirijskog istraživanja.
Abstract
Based on the proven influence of corporate reputation on the business performance and market value of the company, primarily through positive impact on the attitudes and behavior of consumers and key stakeholders, the attention of scientists and practitioners dedicated to the modeling and measurement of corporate reputation increased. Scientists have not yet reached a consensus about the theoretical framework for managing and measuring reputation. The main point of differences in approaches are constituents of reputation – what reputation comprises and what are the antecedents and consequences of reputation. The paper contains an overview of the contemporary theoretical models of reputation, systematized in three main conceptual approaches: concept based on social expectations, concept based on „corporate personality“ and concept based on trust. Cultural or geographical determination of the model has a significant impact on the type and importance of the elements comprising the construct of reputation. The scientific discussion about the validity of the application of the same model for measuring reputation in various countries and cultural environments resulted in the necessity of adaptation of the model in order to be valid and comparable. Therefore, the paper presents a model for measurement of corporate reputation in Serbia, which contains six basic dimensions associated with 23 attributes identified by empirical research.
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