İşletmelerin Yeni Rekabet Aracı Olarak Kurumsal İtibar

Öz

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.

Anahtar Kelimeler

• Kurumsal itibar, stratejik varlık, kaynak bağımlılığı teorisi, paydaş yaklaşımı, rekabet

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

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