The reputation can only be used in one way: whether the company and individual are trustworthy? If you can trust, then you have won respect. And, this is not what you said.
Ralph Mancini is the chairman of the Mancini Duffy Architectural Design Company, New York, USA, and he knows the value of the reputation. "It is your blood, without it, you can't survive."
Mr. Mansini has something to do with this. After the terrorists attacked the World Trade Center in September 2001, the company held 21 years was also destroyed once, the only remaining is the reputation for many years. Although all employees are lucky, the company is in the office of Tower TWO.
However, after the robbery, according to Mr. Mansini, for the company's consistent reputation, the previous customers, friends even have extended their assistance. They provide a workplace, furniture, computer, and technical assistance to the company freely. Two years later, Mansini Dafi was also ranked one of the top architectural design companies in the United States. Mr. Mansini said: "If the company has no good reputation, we can't die."
Of course, Mansini Dafe's experience is an extreme example of business good reputation, but it is indeed aware of the value of the reputation and see how it helps the company succeed in the situation and survive in adversity.
It is actually like Enron and WorldCom (Worldcom (Worldcom (WorldCom) has begun to make people pay attention to the company's consistent reputation. Although few people questioned its importance, it is still difficult to define, assess and quantify, unless the company's reputation is damaged or decreased. What is the reputation? Who is it controlled? How to measure it?
There are several methods for measuring, from pure intuition methods --- ie companies that make people "feel trustworthy, to the investigation of stake-related groups, and carry out a complete set of complex evaluation, such as Enterprises' financial status, goals, market leaders, and enterprises have all aspects of social responsibility.
John Low, a book of "invisible advantage" (The Invisible Advantage) believes that there is a method of calculating a reputation to classify it as a "invisible" asset. Mr. Luo believes that this is in line with the modern economy, because there are other invisible, in terms of innovation, talent and interpersonal relationships, in the modern economy standard, but in the modern economy.
Steven Wartick, management and policy professor, Northern Ai Northern Iowa, pointed out that due to no clear definition, most of the experiments of most measured companies have been introduced. The reputation is often confused with the concept of identity, image, prestige, goodwill, prestige and status.
Charles Fombrun, the honorary professor of the Stern School of Business, is defined as "inductively revealing the performance and prospects of the company, and shows that the company is compared with major competitors. At the time, the overall appeal of the key constitutes elements. "
This definition may sound some colleges, but it has indeed a reputation of all elements: sensibility, previous performance, future prospects, the attraction of each constituent element and comparison with opponents.
Professor Wormk defines reputation as "Collection of individual shareholders in the enterprise, and a single shareholder is to see how much enterprises can satisfy his requirements and expectations."
In the calculation method, the most famous is also the most common is sampling investigation and interviews. This can be less formal, such as soliciting the opinions of individuals or interest groups; can also be more organizational, such as "Fortune" magazine selection "most popular business" (Mac). This survey requires investigations to investigate, usually a senior administrative man, directors and financial analysts, and subsequently divided enterprises in accordance with certain standards, and finally list a business rankings. Although the "most popular business" survey provides valuable data on the company's reputation, there is still a criticism that it does not take into account the more sensitive reputation indicators such as "trust", and the investigation object is also from Business.
Leslie Gaines-Ross designs a more complex reputation calculation method for the "Wealth" magazine. She is a global communication consulting firm Burson Masteller, as well as the Chief Zeng and researcher of Yankelovich Partner. Her research is called "Leveling Corporate Equity), which has been scheduled for regular since 1993. This method is different from the MAC investigation, less dependent on corporate financial performance, and will be included in the assessment system in factors such as trust, benefactor, innovation and appearance behavior. However, like MAC investigations, the survey object is still from the business community, not the public.
Recently, Ms. Gaines Rose is working in CEO Capital. Its studies have shown that in the United States, the United Kingdom and Australia, the CEO's personal reputation can account for 50% of the company's reputation. In Germany, this number is 64%. Over the past five years, she surveyed 1200 "business big wrists", including CEOs, administrative managers, financial analysts, institutional investors, commercial media and government officials. These surveys show that there are five factors that have an impact on CEO's reputation: credibility, moral standard, internal communication skills, good management capabilities, and ability to stimulate employee energy and creativity. She said: "In people's feelings of CEO reputation, these factors are even more important than shareholders. Financial indicators are obviously important, but not enough."
Although the survey is a good way to measure reputation: practical and easy to understand, and integrate image, identity and reputation concept, but in detail processing, it has limitations.
Professor Fengbran and a market research firm in the United States Harris Interactive designed a more comprehensive measurement method, the so-called "reputable merchant" (RQ). RQ calculates 20 indexes of the 6th categories, and the experience of companies in a series of industries, and the more extensive interest-related groups. This interest-related group includes members of the public, they can be consumers or employees that are subject to the company.
This method may be very complicated, but Professor Fengbran believes that the analysis of the company's reputation can be simply summarized as five principles: differences (for stakeholders, product / service differences); side focus (a single point Core topic); continuity (in operation and communication); identity (based on a set of trustted principles instead of advertising or what "噱噱"); transparency (release more information and more interested parties) .
"People's impression on the company depends on what they read and what they see; depends on direct experience in contact with the company, such as consumer interaction; depends on indirect experience, such as media reports," Feng Professor Blanland said, "It is these experience created a '-race ring that surround the enterprise, constitutes a reputation of the company."
