Korporatyvinės reputacijos vertinimo praktiniai aspektai : Lietuvos verslo organizacijos atvejis

Abstract

Straipsnyje nagrinėjami korporatyvinės reputacijos vertinimo praktiniai aspektai. Konceptualizavus teorinius korporatyvinės reputacijos vertinimo aspektus ir kritiškai įvertinus korporatyvinės reputacijos vertinimo metodikas, pateikiami Lietuvos verslo organizacijos reputacijos vertinimo tyrimo rezultatai

Corporate reputation can be defined as subjective and collective recognition, perception, attitude and judgment of an organization established over time between all stakeholders of an organization that are based on specific qualitative indicators, past time behavior, communication, symbolism, possibility and potential of an organization to fulfill future expectations comparing to competitive organizations. There are no doubts about the importance of corporate reputation measurement to organizations. Constant measurement of corporate reputation from the view of its stakeholder groups can indicate what efforts organizations need to undertake in order to achieve the desired level of corporate reputation. Increasing interest of scholars, media and organizations towards measurement of corporate reputation resulted in a variety of different corporate reputation measurement methods. Most commonly used view towards measurement of corporate reputation is based on social expectations towards organizations. RepTrak method of corporate reputation measurement is most widely acknowledged and most widely used in the international practice for the evaluation of stakeholder groups’ view. It is presumed that RepTrak method could be used for the measurement of corporate reputation of Lithuanian business organizations as well. This paper analyzes practical aspects of corporate reputation measurement. It presents empirical research that evaluates corporate reputation of Lithuanian business organization on the basis of internationally valid corporate reputation measurement method – RepTrak. Empirical research also evaluates each indicator and factor of corporate reputation measurement from the view of customers. The aim of this paper is to undertake empirical research of corporate reputation measurement while using corporate reputation measurement method most suitable for the context of Lithuanian business organizations. [...]