Advertisement

Definition of Research Problem

  • Christine Falkenreck
Chapter
Part of the Contributions to Management Science book series (MANAGEMENT SC.)

In today’s world, where ideas are increasingly displacing the physical in the production of economic value, competition for reputation becomes a significant driving force, propelling our economy forward. (Alan Greenspan 1999).

This quotation of Alan Greenspan (1999) summarizes the importance today of corporate reputation (CR). This work is about creating global corporate reputations – using reputation transfer to enter new markets more easily – and focuses on special impact factors on both reputation and reputation transfer in the B-to-B context.

Introduction

Researchers recognize organizational reputation as a valuable intangible asset that contributes to organizational performance. However, limited attention has been paid to the extent to which CR encompasses different stakeholders’ perceptions that may have differential effects on the positive economic outcomes associated with the possession of a favorable reputation (Rindova et al. 2005). Thus, CR has been the focus of much...

Keywords

Impact Factor Relationship Quality Stakeholder Group National Culture Corporate Reputation 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

References

  1. Alden DL, Hoyer WD, Lee C (1993) Identifying global and culture-specific dimensions of humor. J Market 57(April):64–75CrossRefGoogle Scholar
  2. Aperia T, Bronn PS, Schultz M (2004) A reputation analysis of the most visible companies in the scandinavian countries. Corp Reputation Rev 7:218–230CrossRefGoogle Scholar
  3. Backhaus K, Voeth M (2007) Industriegütermarketing, 8th edn. Vahlen Verlag, MünchenGoogle Scholar
  4. Barney JB (1996) The resource-based theory of the firm. Organ Sci 7(5):469–469CrossRefGoogle Scholar
  5. Bergkvist L, Rossiter JR (2007) The predictive validity of multiple-item versus single item measures of the same constructs. J Market Res 44(May):175–184CrossRefGoogle Scholar
  6. Bishop M (2008) A bigger world-a special report on globalisation. The Economist 388(8598):57–65Google Scholar
  7. Bromley DD (2002) Comparing corporate reputations: league tables, quotients, benchmarks or case studies. Corp Reputation Rev 5(1):35–51CrossRefGoogle Scholar
  8. Davies G, Chun R, da Silva R, Roper S (2002) Corporate reputation and competitiveness. Routledge, LondonGoogle Scholar
  9. Deephouse D (2000) Media reputation as a strategic resource: an integration of mass communication and resource-based theories. J Manag 26:1091–1112CrossRefGoogle Scholar
  10. Deshpandé R, Farley JU, Webster FE (2000) Triad lessons: generalizing results on high performance firms in five business-to-business markets. Int J Res Market 17(4):353–374CrossRefGoogle Scholar
  11. Doney P, Cannon J (1997) An examination of the nature of trust in buyer-seller relationships. J Market 61(2):35–51CrossRefGoogle Scholar
  12. Dowling G (2001) Creating corporate reputation: identity, image and performance. Oxford University Press, New YorkGoogle Scholar
  13. Dunbar R, Schwalbach J (2000) Corporate reputation and performance in Germany. Paper no. 2000-1, Humboldt Universität Berlin, Wirtschaftswissenschaftliche Fakultät, Institut für ManagementGoogle Scholar
  14. Eberl M (2006) Unternehmensreputation und Kaufverhalten. Deutscher Universitäts-Verlag, WiesbadenGoogle Scholar
  15. Fombrun CJ (1996) Realizing value from the corporate image. Harvard Business School Press, Boston, MAGoogle Scholar
  16. Fombrun CJ, Gardberg NA (2002) The global reputation quotient project: first steps towards a cross-nationally valid measure of corporate reputation. Corp Reputation Rev 4(4):303–307CrossRefGoogle Scholar
  17. Fombrun CJ, Shanley M (1990) What’s in a name? Reputation building and corporate strategy. Acad Manag J 33(2):233–258CrossRefGoogle Scholar
  18. Fombrun CJ, Wiedmann K-P (2001) “Reputation Quotient” – Analyse und Gestaltung der Unternehmensreputation auf Basis fundierter Erkenntnisse, Schriftenreihe Marketing Management des Lehrstuhls für ABWL und Marketing II. University of Hanover, GermanyGoogle Scholar
  19. Fombrun CJ, Gardberg NA, Sever J (2000) The reputation quotient: a multi-stakeholder measure of corporate reputation. J Brand Manag 7(4):241–255Google Scholar
  20. Fullerton G (2003) When does commitment lead to loyalty? J Serv Res 5(4):333–344CrossRefGoogle Scholar
  21. Gardberg N (2006) Reputatie, reputation, réputation, reputazione, ruf: a cross-cultural qualitative analysis of construct and instrument equivalence. Corp Reputation Rev 9:39–61CrossRefGoogle Scholar
  22. Gatewood R, Gowan M, Lautenschlager G (1993) Corporate image, recruitment image and initial job choice decisions. Acad Manag J 36:414–427CrossRefGoogle Scholar
  23. Greenspan A (1999) Remarks by Chairman Alan Greenspan Maintaining Economic Vitality Millennium Lecture Series, sponsored by the Gerald R. Ford Foundation and Grand Valley State University, Grand Rapids, Michigan http://www.federalreserve.gov/boarddocs/speeches/1999/19990908.htm Accessed 8th Sept 1999
  24. Griffith DA, Myers M, Harvey MG (2006) An investigation of national culture’s influence on relationship and knowledge resources in interorganizational relationships between Japan and the United States. J Int Market 14(3):1–32CrossRefGoogle Scholar
  25. Groenland EA (2002) Qualitative research to validate the RQ-Dimensions. Corp Reputation Rev 4(4):308–317CrossRefGoogle Scholar
  26. Hall R (1992) The strategic analysis of intangible resources. Strat Manag J 13:153–144CrossRefGoogle Scholar
  27. Helm S (2007) Unternehmensreputation und Stakeholder-Loyalität, Neue Betriebswirtschaftliche Forschung, Bd. 356, Deutscher UniversitätsverlagGoogle Scholar
  28. Hewett K, Money BR, Sharma S (2006) National culture and industrial buyer-seller relationships in the US and Latin America. J Acad Market Sci 32(1):9–22Google Scholar
  29. Hofstede G (1983) Dimensions of national cultures in fifty countries and three regions. In: Deregowski J, Dziurawiec S, Annis RC (eds) Expiscations in cross-cultural psychology. Swats and Zeitlinger BV, The Netherlands, pp 335–355Google Scholar
  30. Homburg C, Krohmer H (2006) Marketingmanagement. Gabler Verlag, WiesbadenGoogle Scholar
  31. Homburg C, Kuester S, Beutin N, Menon A (2005) Determinants of customer benefits in business-to-business markets: a cross-cultural comparison. J Int Market 13(3):1–31CrossRefGoogle Scholar
  32. Kotler P, Keller KL (2006) Marketing-management, 12th edn. Pearson education, Upper Saddle River, NJGoogle Scholar
  33. Kumar N, Scheer LK, Steenkamp JB (1995) The effect of perceived interdependence on dealer attitudes. J Market 32(August):348–356CrossRefGoogle Scholar
  34. Lewellyn PG (2002) Corporate reputation: focusing the zeitgeist. Bus Soc 41(4):446–455CrossRefGoogle Scholar
  35. Little P, Little B (2000) Do perceptions of corporate social responsibility contribute to explaining differences in corporate price-earnings rations? A research note. Corp Reputation Rev 3:137–142CrossRefGoogle Scholar
  36. Longsdon JM, Wood DJ (2002) Reputation as an emerging construct in the business and society field: an introduction. Bus Soc 41(4):365–370CrossRefGoogle Scholar
  37. MacMillan K, Money K, Downing S, Hillenbrand C (2005) Reputation in relationships: measuring experiences, emotions and behaviors. Corp Reputation Rev 8(3):214–233CrossRefGoogle Scholar
  38. Mahon JF (2002) Corporate reputation. Bus Soc 41(4):415–445CrossRefGoogle Scholar
  39. Meffert H, Bierwirth A (2002) Corporate Branding-Führung der Unternehmensmarke im Spannungsfeld unterschiedlicher Zielgruppen. In: Meffert H, Burmann C, Koers M (eds) Markenmanagement. Gabler, Wiesbaden, pp 181–200Google Scholar
  40. Morgan RM, Hunt SD (1994) The commitment-trust theory of relationship marketing. J Market 58:20–38CrossRefGoogle Scholar
  41. Nakata C, Sivakumar K (1996) National culture and new product development: an integrative review. J Market 60:61–72CrossRefGoogle Scholar
  42. Rindova V, Williamson I, Petkova A (2005) Being good or being known: an empirical examination of the dimensions, antecedents, and consequences of organizational reputation. Acad Manag J 48(6):1033–1049Google Scholar
  43. Rossiter J (2002) The C-OAR-SE procedure for scale development in marketing. Int J Res Market 19:305–335CrossRefGoogle Scholar
  44. Steenkamp J-B, ter Hofstede F, Wedel M (1999) A cross-national investigation into the individual and national cultural antecedents of consumer innovativeness. J Market 63(2):55–69CrossRefGoogle Scholar
  45. Völckner F, Sattler H (2006) Drivers of brand extension success. J Market 70:18–34CrossRefGoogle Scholar
  46. Walsh G, Beatty SE (2007) Customer-based corporate reputation of a service firm: scale development and validation. J Acad Market Sci 35(1):127–143CrossRefGoogle Scholar
  47. Walsh G, Wiedmann K-P (2004) A conceptualization of corporate reputation in germany: an evaluation and extension of the RQ. Corp Reputation Rev 6(4):304–312CrossRefGoogle Scholar
  48. Wiedmann K-P, Buxel H (2005) Corporate reputation management in germany: results of an empirical study. Corp Reputation Rev 8(2):145–163CrossRefGoogle Scholar
  49. Fombrun CJ, van Riel CBM (1997) The reputational landscape. Corp Reputation Rev 1(1):5–13CrossRefGoogle Scholar
  50. Money K, Hillenbrand C (2006) Beyond reputation measurement: placing reputation within a model of value creation by integrating existing measures into the theoretical framework. Paper presented at the 10th International Conference on Corporate Reputation, New YorkGoogle Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2010

Authors and Affiliations

  1. 1.Head of International Marketing ResearchUniversity of KasselKasselGermany

Personalised recommendations