Reputation Management in Small and Medium-sized Enterprises : Analysis and evaluation of the use of Reputation Management. A survey of Small and Medium-sized Enterprises in Germany.
Başlık:
Reputation Management in Small and Medium-sized Enterprises : Analysis and evaluation of the use of Reputation Management. A survey of Small and Medium-sized Enterprises in Germany.
Yazar:
Burkhardt, Robert.
ISBN:
9783836608251
Yazar Ek Girişi:
Basım Bilgisi:
1st ed.
Fiziksel Tanımlama:
1 online resource (108 pages)
Seri:
Diplomica
İçerik:
Reputation Management in Small and Medium-sized Enterprises -- Abstract -- Preface -- Table of contents -- List of figures -- List of tables -- Abbreviations -- Glossary -- 1 Introduction -- 1.1 The role of Reputation Management in the course of time -- 1.2 Aims and objectives of this dissertation -- 1.3 Methodology -- 1.3.1 Research philosophy and general approach -- 1.3.2 Research strategy and method -- 1.3.3 Limitations of the chosen methodology -- 1.4 Structure of work -- 2 Basic principles of Reputation Management -- 2.1 Definition, scope and limitations -- 2.1.1 Reputation Management in practice -- 2.1.2 Definition in literature -- 2.1.3 Evaluation and conclusion -- 2.2 Constitutive elements, structures and interactions -- 2.2.1 Stakeholder value perspective -- 2.2.2 Key reputation drivers -- 2.2.3 Implementation and management -- 2.2.4 Benefit of a good reputation -- 3 Reputation Management in organisations -- 3.1 Identification of related business areas -- 3.1.1 Reputation and marketing management -- 3.1.2 Reputation and corporate management -- 3.1.3 Evaluation and synthesis -- 3.2 Small and Medium-Sized Enterprises -- 3.2.1 Classification guideline -- 3.2.2 Differences between SME's and large-scale enterprises -- 3.2.3 Implications for Reputation Management -- 4 Reputation Management survey -- 4.1 Concept and preparation -- 4.1.1 Choosing an appropriate target group -- 4.1.2 Sample size -- 4.1.3 Questionnaire design -- 4.1.4 Specification of questions -- 4.1.5 Time schedule -- 4.1.6 Risks and preventive measures -- 4.2 Execution of survey -- 4.2.1 Pre test with selected target group members -- 4.2.2 Data collection and response -- 4.3 Analysis and evaluation of results -- 4.3.1 General data -- 4.3.2 Key findings -- 4.3.3 Detailed interpretation of data -- 5 Conclusions and recommendations -- 5.1 From a SME's perspective.
5.1.1 Overall status -- 5.1.2 Value-benefit situation -- 5.1.3 Influencing factors -- 5.1.4 Best practices -- 5.2 From a consulting industry's perspective -- 5.2.1 Market potential -- 5.2.2 Key success factors -- 6 Outlook -- Bibliography.
Özet:
"It takes 20 years to build up a reputation and five minutes to ruin it. If you think about that, you'll do things differently." (Warren Buffett) British Petrol, Deutsche Bank, Nike, Siemens, Volkswagen - what do these companies have in common? First, they are part of the world market leaders in their business area and successful trendsetters, e.g. British Petrol in sustainable resources, Nike in sports goods and Siemens in high technology. Second, all of them had these "five minutes" to ruin their reputation. They are perceived in close contact with environmental pollution, mass layoffs, child labour, corruption and fraud. What went wrong and how strong were the economical influences from these issues? In fact, these companies did not care enough about managing their reputation in an appropriate way and it is obvious that they underestimated the power of their stakeholders. Reputation Management comprises the total of a company's systematic activities to influence its reputation positively. By now it is regarded as a pivotal instrument to support corporate management. Due to their size and influence, multinational corporations dominated upcoming reputation issues for decades. But in the age of Internet and mobile communication reputation has become more visible for every size of company, which requires explicit management. As a result, Small and Medium-sized companies face a new challenge. This work will contribute in bringing more clarity into this situation. Biographische Informationen Robert Burkhardt, born 1969, management consultant and computer scientist. MBA with distinction 2007 at Institute for International Management Consulting, Ludwigshafen University of Applied Sciences. Professional experience in consulting and management positions since 1992.
Notlar:
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2017. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
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