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İşletmelerin Yeni Rekabet Aracı Olarak Kurumsal İtibar

Year 2008, Volume: 10 Issue: 2, 27 - 53, 01.06.2008

Başak Aydem Aydemir

Abstract

Kurumsal itibar işletme paydaşlarının, örgütün geçmiş faaliyetlerinden ve bu faaliyetlerinin sonuçlarından yola çıkarak işletmeye fayda yaratacak kolektif değerlendirmeleridir. Etkili itibar yönetimi, işletmelere uzun vadeli stratejik faydalar yaratacak bir çok avantaj sağlamaktadır. İtibar bir kere yaratılırsa, paydaşların ve toplumun zihnindeki bu düşünsel resmi, algıyı değiştirmek çok zordur. Kurumsal itibar değer yaratımında önemli bir yere sahiptir ve uzun dönemli etkisi olan bir örgüt varlığı olarak düşünülmelidir. Kurumsal itibar tüm örgüttü çevreleyen ve potansiyel olarak uzun dönemli faydaları olan birkaç işletme varlığından biridir. Rekabet avantajında kaynak bağımlılığı yaklaşımı, itibarın sağladığı üstün getirileri açıklamaktadır. Buna göre olumlu kurumsal itibar değerli bir kaynaktır ve rakipler tarafından kopyalanamaz ve başarılı bir şekilde rekabet edilemez. Bu çalışmada yazar, Türkçe işletme yazının eksikliği olarak gördüğü kurumsal itibarın kavramsallaştırılmasını ve işletmeye sağladığı faydaları incelemiştir.

Keywords

Kurumsal itibar stratejik varlık kaynak bağımlılığı teorisi paydaş yaklaşımı rekabet

References

  • 1. ALSOP Ronald. J.(2004), The 18 Immutable Laws of Corporate Reputation, Wall Street Journal Book, Free Pres
  • 2. ALVENSSON Mats/ BERG Per Olof,(1992), Corporate Culture and Organizational Sybolism, Walter de Gruyter, New York
  • 3. ASHFORTH Blake E./ GIBBS Barrie W.(1990), “The DoubleEdge Of Organizational Legitimacy”, Organizational Science, Vol 1, No 2, 177-197
  • 4. Ashforth, B. E./ Mael, F.(1989) “Social Identity Theory and The Organization”, Academy of Management Review,14, 1, 20-39
  • 5. BALMER, J. M. T. (2001). “Corporate identity, corporate branding and corporate marketing — Seeing through the fog”, European Journal of Marketing, 35(3/4), 248– 291.
  • 6. BRAMMER Stephen/ PAVELIN Stephen (2004), “Building Good Reputation”, European Management Journal, Vol 22, No 6,704- 713
  • 7. BRANCH Selly,(2004) The 100 Best Companies To Work For in America, Fortune, 139(1), ss 118-144
  • 8. BROOKS Margaret E. / HIGHHOUSE Scott / RUSSELL Steven S. / MOHR David C. (2003), “Familiarity, Ambivalence, and Firm Reputation: Is Corporate Fame a Double-Edged Sword?”, Journal of Applied Psychology , Vol. 88, No. 5, 904–914
  • 9. BROWN Brad / PERRY Susan,(1994), “ Removing The Finacial Performance “Most Admired” Companies”, Academy of Management Journal, Vol 37, No 5, 1350-1361 10.
  • 11. CARMELİ Abraham/ TISHLER Ashler (2004), “The Relationships Between Intangıble Organızational Elements and Organizational Performance”, Strategic Management Journal, 25, Issue 13, 1257-1278
  • 12. CARMELI Abraham, Anat Freund,(2002) “The Relationship Between Work and Workplace Attitudes and Perceived External Prestij”, Corporate Reputation Review , Vol 5, No1, 51-68
  • 13. CASTRO G.M. / Saez P.L / Lopez J.E. (2004), “The Role of Corporate Reputation in Developing Relational Capital”, Journal Of Intellectual Capital, Vol 5, No 4, 575-585
  • 14. CASALÓ Luis / FLAVIÁN Carlos / GUINALÍU Miguel (2007) “The role of perceived usability, reputation, satisfaction and consumer familiarity on the website loyalty formation process”, Computers in Human Behavior
  • 15. CAUDRON Shari (1997), “Forget Image”, Industry Week, Vol 246,Issue 3, 13-16
  • 16. CAMINITI S. Reese (1992), “The Payoff From A Good Reputation”, Fortune, vol 125, Issue 3 ,74-78
  • 17. CHAUVIN Keith W. / GUTHRIE James P.(1994), “Labor Market Reputation and The Value of The Firm”, Managerial And Decision Economics, Vol 15, Issue 6, 543-552
  • 18. COCHRAN Philip L.(2000), Deriving Ethical Principles From Theories Of The Firm, Der. John W Dienhart, New York: Oxford University Press.
  • 19. CHEN Shih-Fen S./ ZENG Ming (2004), “Japanese investors' choice of acquisitions vs. startups in the US: the role of reputation barriers and advertising outlays” International Journal of Research in Marketing, Volume 21, Issue 2, 123-136
  • 20. CRETU Anca E. / BRODIE Roderick J.(2007) The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective, Industrial Marketing Management, 36, 230-240
  • 21. DEEPHOUSE David L. / CARTER Suzanne M.(2005), “An Examination Of Differences Between Organizational Legitimacy And Organizational Reputation”, Journal Of Management Studies, 42:2, 329-360
  • 22. DEEPHOUSE David L.(2000), “Media Reputation as a Strategic Resource: An Interpration of Mass Communication and Resource Based Theories”, Journal of Management, Vol 26, No 6, Issue 6, 1091-1113
  • 23. DOWLING Grahame (2001), Creating Corporate Reputations, Oxford: Oxford University Press
  • 24. DOWLING Grahame R.(2004), “Corporate Reputations: Should You Compete on Yours?”, California Management Review, Vol 46, No 3, 19-36
  • 25. DUTTON, J.E, J.M Dukerich (1991)“Keeping An Eye On The Mirror: The Role Of İmage And İdentity İn Organizational Adaptation”, Academy Of Managenet Journal, 34, 517-554
  • 26. FERRIS Gerald R./ BERKSON Howard M./ HARİS Michael M.(2002), “The Recuitment Interview Process Persuasion and Organizational Reputation Promotion in Competitive Labor Markets”, Human Resource Management Review, Vol 12, Issue 3, 359-375
  • 27. FERRIS Gerald R. / PERREWE Pamela L./ RANFT Annette L./ ZINKO Robert/ STONER Joson S /BROUER Robyn L/ LARID (2007), “Human Resource Reputation And effectiveness”, Human Rsource Management REview, 17, 117-130
  • 28. FOMBRUN Charles J. / CARDBERG Naomi A. / BARNETT Michael L.(2000), “Opportunity Platforms and Safety Nets : Corporate Citizenship and Reputation Risk”, Business And Society, 105 :1
  • 29. FOMBRUN Charles J.(1996), Reputation :Realizing Value From The Corporate Image, Harvard Business School Press, Boston, Massachusetts
  • 30. FOMBRUN Charles/ SHANLEY Mark (1990), “What’s In A Name? Reputation Building and Corporate Strategy”, Academy Of Management Journal, Vol 33, No 2, 233-256
  • 31. FREUND, Anat,(2006) “Work and Workplace Attitudes on Social Workers: Do They Predict Organizational Reputation?”, Business And Society Review, 111:1, 67-87
  • 32. GATEWOOD D. Robert/ GAWON A. Mary/ LAUTENSCHLAGER Gary J (1993), “ Corporate Image, Recruitment Image And Inıtıal Job Choice Decisions”, Academy of Management Journal, Vol 36, No 2, 414-427
  • 33. GJERDE POULSON A. Kathy/ SLOTNICK A. Susan (2004), “Quality And Reputation: the Effect Of External And Internal Factors Over Time”, International Journal Of Production Economics, 89, 1-20
  • 34. GRAY Edmund R./ BALMER John M.T.(1998) , “Managing Corporate Image and Corporate Reputation”, Long Range Planning, 1998,Vol. 31,695-702
  • 35. GREN Peter S.(1996), Şirket Ününü Korumanın Yolları , Milliyet Yayınları, İstanbul
  • 36. HALL Richard (1992), “The Strategic Anaysis of Intangible Resources”, Strategic Management Journal, Vol 3, Issue 2,135- 144
  • 37. HALL Richard (1993), “A Framework Linking Intangible Resources and Capabilities to Sustainable Competitive Advantage”, Strategic Management Journal, Vol 14, Issue 8,607-618

Year 2008, Volume: 10 Issue: 2, 27 - 53, 01.06.2008

Başak Aydem Aydemir

Abstract

Corporate reputation as a collective assessment of a firm?s past behavior and outcomes that depicts the firm?s ability to render valued results to multiple stakeholders. The effective management of reputation can yield a variety of advantages that translate to long-term strategic benefit. Once a reputation is created, the perception may be difficult to change in the minds of stakeholders and the public. Corporate reputation plays a role in value creation and should be considered as a long-term asset with enduring properties. Corporate reputation is one of the few assets that encompasses the entire company and has the potential to generate very long-term benefits. The resource-based view of competitive advantage explains how reputation generates this superior return: a favorable reputation is a valuable resource that is difficult to imitate; thus, rival firms are not able to compete successfully. In this study author explain conceptualization of corporate reputation and its returns which is thinking that absence of Turkish organizational literature.

Keywords

Corporate reputation strategic asset resource-based theory stakeholder approach competition

References

  • 1. ALSOP Ronald. J.(2004), The 18 Immutable Laws of Corporate Reputation, Wall Street Journal Book, Free Pres
  • 2. ALVENSSON Mats/ BERG Per Olof,(1992), Corporate Culture and Organizational Sybolism, Walter de Gruyter, New York
  • 3. ASHFORTH Blake E./ GIBBS Barrie W.(1990), “The DoubleEdge Of Organizational Legitimacy”, Organizational Science, Vol 1, No 2, 177-197
  • 4. Ashforth, B. E./ Mael, F.(1989) “Social Identity Theory and The Organization”, Academy of Management Review,14, 1, 20-39
  • 5. BALMER, J. M. T. (2001). “Corporate identity, corporate branding and corporate marketing — Seeing through the fog”, European Journal of Marketing, 35(3/4), 248– 291.
  • 6. BRAMMER Stephen/ PAVELIN Stephen (2004), “Building Good Reputation”, European Management Journal, Vol 22, No 6,704- 713
  • 7. BRANCH Selly,(2004) The 100 Best Companies To Work For in America, Fortune, 139(1), ss 118-144
  • 8. BROOKS Margaret E. / HIGHHOUSE Scott / RUSSELL Steven S. / MOHR David C. (2003), “Familiarity, Ambivalence, and Firm Reputation: Is Corporate Fame a Double-Edged Sword?”, Journal of Applied Psychology , Vol. 88, No. 5, 904–914
  • 9. BROWN Brad / PERRY Susan,(1994), “ Removing The Finacial Performance “Most Admired” Companies”, Academy of Management Journal, Vol 37, No 5, 1350-1361 10.
  • 11. CARMELİ Abraham/ TISHLER Ashler (2004), “The Relationships Between Intangıble Organızational Elements and Organizational Performance”, Strategic Management Journal, 25, Issue 13, 1257-1278
  • 12. CARMELI Abraham, Anat Freund,(2002) “The Relationship Between Work and Workplace Attitudes and Perceived External Prestij”, Corporate Reputation Review , Vol 5, No1, 51-68
  • 13. CASTRO G.M. / Saez P.L / Lopez J.E. (2004), “The Role of Corporate Reputation in Developing Relational Capital”, Journal Of Intellectual Capital, Vol 5, No 4, 575-585
  • 14. CASALÓ Luis / FLAVIÁN Carlos / GUINALÍU Miguel (2007) “The role of perceived usability, reputation, satisfaction and consumer familiarity on the website loyalty formation process”, Computers in Human Behavior
  • 15. CAUDRON Shari (1997), “Forget Image”, Industry Week, Vol 246,Issue 3, 13-16
  • 16. CAMINITI S. Reese (1992), “The Payoff From A Good Reputation”, Fortune, vol 125, Issue 3 ,74-78
  • 17. CHAUVIN Keith W. / GUTHRIE James P.(1994), “Labor Market Reputation and The Value of The Firm”, Managerial And Decision Economics, Vol 15, Issue 6, 543-552
  • 18. COCHRAN Philip L.(2000), Deriving Ethical Principles From Theories Of The Firm, Der. John W Dienhart, New York: Oxford University Press.
  • 19. CHEN Shih-Fen S./ ZENG Ming (2004), “Japanese investors' choice of acquisitions vs. startups in the US: the role of reputation barriers and advertising outlays” International Journal of Research in Marketing, Volume 21, Issue 2, 123-136
  • 20. CRETU Anca E. / BRODIE Roderick J.(2007) The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective, Industrial Marketing Management, 36, 230-240
  • 21. DEEPHOUSE David L. / CARTER Suzanne M.(2005), “An Examination Of Differences Between Organizational Legitimacy And Organizational Reputation”, Journal Of Management Studies, 42:2, 329-360
  • 22. DEEPHOUSE David L.(2000), “Media Reputation as a Strategic Resource: An Interpration of Mass Communication and Resource Based Theories”, Journal of Management, Vol 26, No 6, Issue 6, 1091-1113
  • 23. DOWLING Grahame (2001), Creating Corporate Reputations, Oxford: Oxford University Press
  • 24. DOWLING Grahame R.(2004), “Corporate Reputations: Should You Compete on Yours?”, California Management Review, Vol 46, No 3, 19-36
  • 25. DUTTON, J.E, J.M Dukerich (1991)“Keeping An Eye On The Mirror: The Role Of İmage And İdentity İn Organizational Adaptation”, Academy Of Managenet Journal, 34, 517-554
  • 26. FERRIS Gerald R./ BERKSON Howard M./ HARİS Michael M.(2002), “The Recuitment Interview Process Persuasion and Organizational Reputation Promotion in Competitive Labor Markets”, Human Resource Management Review, Vol 12, Issue 3, 359-375
  • 27. FERRIS Gerald R. / PERREWE Pamela L./ RANFT Annette L./ ZINKO Robert/ STONER Joson S /BROUER Robyn L/ LARID (2007), “Human Resource Reputation And effectiveness”, Human Rsource Management REview, 17, 117-130
  • 28. FOMBRUN Charles J. / CARDBERG Naomi A. / BARNETT Michael L.(2000), “Opportunity Platforms and Safety Nets : Corporate Citizenship and Reputation Risk”, Business And Society, 105 :1
  • 29. FOMBRUN Charles J.(1996), Reputation :Realizing Value From The Corporate Image, Harvard Business School Press, Boston, Massachusetts
  • 30. FOMBRUN Charles/ SHANLEY Mark (1990), “What’s In A Name? Reputation Building and Corporate Strategy”, Academy Of Management Journal, Vol 33, No 2, 233-256
  • 31. FREUND, Anat,(2006) “Work and Workplace Attitudes on Social Workers: Do They Predict Organizational Reputation?”, Business And Society Review, 111:1, 67-87
  • 32. GATEWOOD D. Robert/ GAWON A. Mary/ LAUTENSCHLAGER Gary J (1993), “ Corporate Image, Recruitment Image And Inıtıal Job Choice Decisions”, Academy of Management Journal, Vol 36, No 2, 414-427
  • 33. GJERDE POULSON A. Kathy/ SLOTNICK A. Susan (2004), “Quality And Reputation: the Effect Of External And Internal Factors Over Time”, International Journal Of Production Economics, 89, 1-20
  • 34. GRAY Edmund R./ BALMER John M.T.(1998) , “Managing Corporate Image and Corporate Reputation”, Long Range Planning, 1998,Vol. 31,695-702
  • 35. GREN Peter S.(1996), Şirket Ününü Korumanın Yolları , Milliyet Yayınları, İstanbul
  • 36. HALL Richard (1992), “The Strategic Anaysis of Intangible Resources”, Strategic Management Journal, Vol 3, Issue 2,135- 144
  • 37. HALL Richard (1993), “A Framework Linking Intangible Resources and Capabilities to Sustainable Competitive Advantage”, Strategic Management Journal, Vol 14, Issue 8,607-618
There are 36 citations in total.

Details

Other ID JA24FE68FZ
Journal Section Articles
Authors

Başak Aydem Aydemir This is me

Publication Date June 1, 2008
Published in Issue Year 2008 Volume: 10 Issue: 2

Cite

APA Aydemir, B. A. (2008). İşletmelerin Yeni Rekabet Aracı Olarak Kurumsal İtibar. ISGUC The Journal of Industrial Relations and Human Resources, 10(2), 27-53.
AMA Aydemir BA. İşletmelerin Yeni Rekabet Aracı Olarak Kurumsal İtibar. isguc. June 2008;10(2):27-53.
Chicago Aydemir, Başak Aydem. “İşletmelerin Yeni Rekabet Aracı Olarak Kurumsal İtibar”. ISGUC The Journal of Industrial Relations and Human Resources 10, no. 2 (June 2008): 27-53.
EndNote Aydemir BA (June 1, 2008) İşletmelerin Yeni Rekabet Aracı Olarak Kurumsal İtibar. ISGUC The Journal of Industrial Relations and Human Resources 10 2 27–53.
IEEE B. A. Aydemir, “İşletmelerin Yeni Rekabet Aracı Olarak Kurumsal İtibar”, isguc, vol. 10, no. 2, pp. 27–53, 2008.
ISNAD Aydemir, Başak Aydem. “İşletmelerin Yeni Rekabet Aracı Olarak Kurumsal İtibar”. ISGUC The Journal of Industrial Relations and Human Resources 10/2 (June 2008), 27-53.
JAMA Aydemir BA. İşletmelerin Yeni Rekabet Aracı Olarak Kurumsal İtibar. isguc. 2008;10:27–53.
MLA Aydemir, Başak Aydem. “İşletmelerin Yeni Rekabet Aracı Olarak Kurumsal İtibar”. ISGUC The Journal of Industrial Relations and Human Resources, vol. 10, no. 2, 2008, pp. 27-53.
Vancouver Aydemir BA. İşletmelerin Yeni Rekabet Aracı Olarak Kurumsal İtibar. isguc. 2008;10(2):27-53.