Collective Reputation: Synchronous Measurement of Different Stakeholders “A Research on the Perceptions of Internal and External Stakeholders of Academic Organizations”

Yıl 2013, Sayı: 19, 45 - 59, 01.06.2013

Çiğdem Karakaya Şatır

Öz

Today, as the meaning of sustainability has changed and the corporate governance approach has been adopted the concept of corporate reputation considered as a strategic resource especially for the decisional process of relationships with an organization becomes ctitically important for organizations. Therefore, it is important to clarify and analyse the concept of corporate reputation evaluated as a collective outcome of all individual stakeholder impressions. In this study it is aimed to analyse corporate reputation depending on perceptions of both internal and external stakeholders synchronous. The study supports the perception of collective corporate reputation and it also shows that both internal and external stakeholders share the same idea about the most important factor which creates this colective perception

Anahtar Kelimeler

Corporate Reputation, Stakeholder, Reputation Scale

Farklı Paydaş Algılarının Eşzamanlı Ölçümü: Kolektif İtibar “Akademik Örgütlerin İç ve Dış Paydaşlarının Algıları Üzerine Bir Araştırma”

Öz

Günümüzde örgütler için sürdürülebilirliğin anlamının değişmesi ve kurumsal yönetişim anlayışının benimsenmesiyle birlikte paydaşlar için meşruiyetin kanıtı olarak ve özellikle örgütle aktif bir ilişkiye girme kararı aşamasında stratejik bir kaynak olarak değerlendirilen kurumsal itibar kavramı örgütler için daha kritik bir önem taşımaya başlamıştır. Dolayısıyla, paylaşılan tüm bireysel paydaş izlenimlerinin kolektif sonucu olarak değerlendirilen kurumsal itibar kavramını açıklamak ve analiz etmek önemlidir. Bu araştırmada da akademik bir örgütün hem iç hem dış paydaşlarının eş zamanlı algılarına bağlı olarak kurumsal itibarı analiz etmek amaçlanmıştır. Çalışmanın sonucunda; kolektif kurumsal itibar algısının oluştuğu ve bu kolektif algıyı yaratan en önemli itibar bileşeni konusunda akademik örgütün iç ve dış paydaşlarının aynı görüşte olduğu tespit edilmiştir

Anahtar Kelimeler

Kurumsal İtibar, Paydaş, İtibar Ölçümü

Kaynakça

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