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Book part
Publication date: 11 June 2009

Anca E. Cretu and Roderick J. Brodie

Companies in all industries are searching for new sources of competitive advantage since the competition in their marketplace is becoming increasingly intensive. The…

Abstract

Companies in all industries are searching for new sources of competitive advantage since the competition in their marketplace is becoming increasingly intensive. The resource-based view of the firm explains the sources of sustainable competitive advantages. From a resource-based view perspective, relational based assets (i.e., the assets resulting from firm contacts in the marketplace) enable competitive advantage. The relational based assets examined in this work are brand image and corporate reputation, as components of brand equity, and customer value. This paper explores how they create value. Despite the relatively large amount of literature describing the benefits of firms in having strong brand equity and delivering customer value, no research validated the linkage of brand equity components, brand image, and corporate reputation, simultaneously in the customer value–customer loyalty chain. This work presents a model of testing these relationships in consumer goods, in a business-to-business context. The results demonstrate the differential roles of brand image and corporate reputation on perceived quality, customer value, and customer loyalty. Brand image influences the perception of quality of the products and the additional services, whereas corporate reputation actions beyond brand image, estimating the customer value and customer loyalty. The effects of corporate reputation are also validated on different samples. The results demonstrate the importance of managing brand equity facets, brand image, and corporate reputation since their differential impacts on perceived quality, customer value, and customer loyalty. The results also demonstrate that companies should not limit to invest only in brand image. Maintaining and enhancing corporate reputation can have a stronger impact on customer value and customer loyalty, and can create differential competitive advantage.

Details

Business-To-Business Brand Management: Theory, Research and Executivecase Study Exercises
Type: Book
ISBN: 978-1-84855-671-3

Article
Publication date: 24 May 2013

Sabina Siebert and Graeme Martin

The dominant variance theory approaches to researching business school reputations are based on a positivistic hypothetico‐deductive research methodology and do not adequately…

Abstract

Purpose

The dominant variance theory approaches to researching business school reputations are based on a positivistic hypothetico‐deductive research methodology and do not adequately take into account either the different levels and types of contexts in which business schools operate or the diversity of stakeholder interests. The aim of this paper is to propose a more relevant contextualised framework for analysing the reputation of business schools that takes cognisance of the national business systems, industry/sector, university and relational contexts of the different stakeholders involved in socially constructing and enacting business school reputations. The authors also seek to explore the tensions between these often competing or unaligned agendas of stakeholders in business schools.

Design/methodology/approach

This is a conceptual paper that proposes a contextualised framework for analysing the reputation of business schools. It reviews the current state of theory on business schools’ reputations, analyses their weaknesses and potential research gaps, and proposes an alternative model to the dominant universalistic positivism in understanding business school reputations.

Findings

The authors conclude that the variance theory underpinning of current research does not take into account sufficiently either the diversity of stakeholder interests or the contexts in which business schools operate. Thus, the authors propose an alternative model to the dominant universalistic positivism in understanding business school reputations. This new model is based on four levels of context: national, industry, university and relational, and acknowledges that different stakeholders might have a dominant voice at each of these levels.

Originality/value

The authors attempt to fill a gap in the existing literature on business school reputations, and make a contribution to theory of reputation management.

Details

Education + Training, vol. 55 no. 4/5
Type: Research Article
ISSN: 0040-0912

Keywords

Article
Publication date: 25 September 2019

Gordon Liu, Meng-Shan Sharon Wu, Wai Wai Ko, Cheng-Hao Steve Chen and Yantai Chen

Cause-related marketing (CRM) focuses on the use of marketing tools to publicize a firm’s corporate social responsibility (CSR) activities. Drawing on legitimacy theory, the…

1524

Abstract

Purpose

Cause-related marketing (CRM) focuses on the use of marketing tools to publicize a firm’s corporate social responsibility (CSR) activities. Drawing on legitimacy theory, the purpose of this paper is to investigate the impact of CRM-led CSR in international business-to-business (B2B) markets. In particular, the authors examine the relationship between supplier CRM-led philanthropic CSR reputation and foreign customer business engagement in an international B2B setting. The authors also test how the foreign customer’s host-country sustainable development level moderates this relationship.

Design/methodology/approach

The authors collect and analyze dyadic data from multiple sources including: dyadic data from a supplier and its 90 foreign customers; the supplier’s internal company records; and publically available data.

Findings

The authors find that supplier CRM-led philanthropic CSR reputation positively affects foreign customer business engagement. Furthermore, the authors find that this positive relationship is stronger when host-country environments are characterized by achieving higher level of environmental well-being development. In contrast, this positive relationship is weaker when the foreign customer host-country environment is characterized by achieving higher level of economic well-being development.

Originality/value

The authors examine that impacts of CRM-led CSR in international B2B markets and differentiate the contingent roles of foreign customer host-country sustainable development in moderating such impacts.

Details

International Marketing Review, vol. 37 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

Open Access
Article
Publication date: 1 June 2018

Nikolina Koporcic and Aino Halinen

The purpose of this paper is to examine Interactive Network Branding (INB) as an emergent process where the corporate identity and reputation of a small- and medium-sized…

5201

Abstract

Purpose

The purpose of this paper is to examine Interactive Network Branding (INB) as an emergent process where the corporate identity and reputation of a small- and medium-sized enterprise (SME) are created through interpersonal interaction. The INB process is socially constructed through interaction between individual people who act on behalf of their companies in business relationships and networks.

Design/methodology/approach

The study is conceptual. Drawing on corporate branding literature, IMP research and empirical studies as well as short illustrative cases from SME contexts, the paper provides a conceptual description of INB and its sub-processes. Corporate branding literature offers conceptual understanding of corporate identity and reputation; the recent IMP-based studies offer an overview of current thinking within the paradigm, and the empirical studies and case examples from SMEs show the validity of the interpersonal approach for the INB.

Findings

The paper provides an enhanced understanding of INB in which interpersonal interaction lead to the creation of a corporate brand – as an integral part of the companies’ networking process. Three types of interpersonal interactions are distinguished: internal, external, and boundary spanning, the latter occurring at the borderline of the company and its environment. A process model of INB is proposed that specify the role of various interactions for the emerging process.

Research limitations/implications

Since the paper is conceptual, further research is needed to study the INB process empirically and in more depth in different SME contexts and through differing interaction perspectives.

Practical implications

Managerial implications denote the crucial role of individuals in performing INB. Through interpersonal interactions, SMEs are able to create their identity and reputation, i.e. a strong corporate brand, and thereby to influence their network position.

Originality/value

This paper is one of the first attempts to link the IMP network approach with corporate branding literature, while focusing on the interpersonal interactions. The study builds bridges between these two distant but important research paradigms and contributes to each by developing a process perspective on corporate branding in business networks. This new approach to corporate branding seen through business interactions offers unique conceptual and managerial implications.

Details

IMP Journal, vol. 12 no. 2
Type: Research Article
ISSN: 2059-1403

Keywords

Article
Publication date: 27 February 2024

Ganesh Rao Nagiah and Norazah Mohd Suki

This study aims to examine the impact of environmental sustainability, social sustainability and corporate reputation on the business performance of energy companies operating in…

Abstract

Purpose

This study aims to examine the impact of environmental sustainability, social sustainability and corporate reputation on the business performance of energy companies operating in an emerging market.

Design/methodology/approach

A self-administered questionnaire was distributed to 400 managers in top and middle-level positions in energy companies located in Kuala Lumpur, Malaysia were collected through an online survey. These managers had a strong understanding of the operational aspects of the companies and possessed good knowledge of the company’s performance. The collected data were analyzed using multiple regression analysis to assess the hypothesized relationships.

Findings

The findings reveal significant influences of corporate reputation, environmental sustainability and social sustainability on the business performance of energy companies operating in an emerging market. Notably, corporate reputation emerges as the primary predictor, underscoring the significance of emphasizing the fundamental aspects of companies such as superior products or services, effective management practices and investment quality. A strong reputation is essential for attracting investors, customers and other stakeholders by meeting their expectations for high-quality products or services. It serves as a crucial factor in establishing trust and credibility, which are vital for sustained success in the market.

Practical implications

Energy companies should proactively integrate corporate reputation into their operational strategies to enhance business performance. Furthermore, they should develop and execute comprehensive environmental and social sustainability initiatives within their organizations. By doing so, they can effectively enhance both financial and non-financial performance while fostering a culture of employee engagement aimed at further enhancing productivity.

Originality/value

This study stands out as a unique and significant contribution to theory by using the triple bottom line framework as the underlying theory and integrating corporate reputation into the proposed framework. It represents a novel approach, particularly within the context of energy companies operating in an emerging market. This research serves as a valuable complement to prior studies primarily conducted in developed (Western) economies, expanding the knowledge base in this field.

Details

International Journal of Energy Sector Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1750-6220

Keywords

Article
Publication date: 17 July 2017

Qiaoling “Amy” Ma and Oleksiy Osiyevskyy

The article emphasizes the importance of corporate reputation as a firm’s key intangible asset leading to tangible shareholder benefits, such as increased profit and market…

2253

Abstract

Purpose

The article emphasizes the importance of corporate reputation as a firm’s key intangible asset leading to tangible shareholder benefits, such as increased profit and market evaluation for established companies, or higher growth rate, lower risk and ease access to funding for new ventures. However, the benefits of corporate reputation do not follow automatically; rather, “the reputational rent” is created and appropriated through a proper, deliberately designed business model. We discuss the link of a firm’s corporate reputation and its business model, proposing a typology of approaches for reaping the rewards of corporate reputation.

Design/methodology/approach

The study is presented as a conceptual paper with illustrative case examples

Findings

For practical purposes, particularly important are two distinct perspectives on corporate reputation: the utilitarian dimension, and the social dimension. The future may turn out to be “either 5-stars or 1-star” world, with Yelp and similar platforms critically disadvantaging the middle-ground of many markets, keeping only top performers and the ones whose business model is insensitive to reputational erosion. This increases the likelihood that the distribution of possible reputation levels will become increasingly bimodal - either high or low, with almost nothing in between - and can be properly mapped on a 2x2 matrix forming the basis of the study.

Originality/value

We introduce the link between a firm’s corporate reputation and its business model, proposing a typology of approaches for reaping the rewards of corporate reputation.

Details

Strategy & Leadership, vol. 45 no. 4
Type: Research Article
ISSN: 1087-8572

Keywords

Article
Publication date: 5 November 2020

Hongqin Li, Oswald Jones, William S. Harvey and Jie Yang

This article examines the influence of Daoist nothingness on leadership in growing Chinese small and medium enterprises (SMEs). Daoism is based on a “letting-go” approach through…

Abstract

Purpose

This article examines the influence of Daoist nothingness on leadership in growing Chinese small and medium enterprises (SMEs). Daoism is based on a “letting-go” approach through maintaining inherent openness, which challenges goal-oriented and hierarchical approaches typical of Western and Confucian leadership theories. This facilitates the cross-fertilization of ideas related to the effective management of smaller firms.

Design/methodology/approach

This study focuses on SME leaders in a group of 12 growing SMEs in the Shanghai logistics industry in China. Narrative and semi-structured interviews explored emerging aspects beyond the established model of leadership associated with reputation-building. This led to in-depth, thick descriptions, broadening our understanding of leadership and reputation-building.

Findings

SME leaders follow nothingness by continuously adopting a letting-go approach which spontaneously fosters reputation-building. By maintaining inherent openness, nothingness functions as an enabling principle that mobilizes multi-beings leading to reputation-building in unintended ways.

Research limitations/implications

A greater plurality of empirical and methodological contexts in Western and non-Western countries helps to understand the dynamics and intersection of Daoist nothingness, leadership and reputation-building.

Practical implications

SME leaders recounted how they discursively practised nothingness for extended periods in their everyday practice. The study shows the significance of nothingness for SME leaders who aspire to grow their businesses by reputation-building among salient stakeholders.

Social implications

Daoist nothingness provides insights into the distinctive approach of Chinese SME leaders and their relationships with local and distant stakeholders. By engaging in active non-action they relax pre-determined intentions and immerse themselves in the process of leading, where the connections between goals and processes are automatically animated. Such an approach differs from the top-down and goal-oriented approach to leadership adopted in many Western SMEs.

Originality/value

This paper makes two theoretical contributions. First, it indicates the powerful influence of Daoist nothingness on leadership by drawing on the broader context of entrepreneurship in Chinese SMEs. Secondly, it enriches existing concepts such as reputation by endowment and reputation borrowing by demonstrating how Daoist nothingness silently fosters both local reputation and generalized reputation.

Details

International Journal of Entrepreneurial Behavior & Research, vol. 27 no. 1
Type: Research Article
ISSN: 1355-2554

Keywords

Open Access
Article
Publication date: 19 September 2023

Sharmina Afrin and Md. Mominur Rahman

The purpose of the paper is to investigate the association between corporate social responsibility (CSR) and investment efficiency (INE) in Bangladeshi pharmaceutical companies…

Abstract

Purpose

The purpose of the paper is to investigate the association between corporate social responsibility (CSR) and investment efficiency (INE) in Bangladeshi pharmaceutical companies and to explore the moderating role of corporate reputation in this relationship.

Design/methodology/approach

The paper employs a two-step method, with stage 1 involving the development of a theoretical model using the literature's strategic framework and stage 2 using structural equation modelling (SEM) to investigate the relationships between variables. The data set used in the analysis includes 296 responses from senior executives/managers and subordinates at Bangladeshi pharmaceutical firms.

Findings

The study finds that CSR activities that focus on customers, employees and the community significantly affect INE, as well as the extended stakeholders, and that company reputation moderates this relationship. The effect of CSR on INE differs between well-established companies and business firms with favourable reputations.

Practical implications

The paper contributes to understanding the relationship between CSR and INE in a developing country context and highlights the importance of corporate reputation in this relationship. The findings suggest that companies can enhance their INE through CSR initiatives and that a positive reputation can strengthen this relationship further.

Originality/value

The study adds to the limited literature on CSR and INE in developing countries and provides new insights into the moderating role of corporate reputation in this relationship.

Details

PSU Research Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2399-1747

Keywords

Article
Publication date: 8 September 2020

Mário Franco and Heiko Haase

This study aims to identify the main reasons for forming a cooperation agreement in the context of small and medium-sized enterprises (SMEs) and understand the role of reputation

Abstract

Purpose

This study aims to identify the main reasons for forming a cooperation agreement in the context of small and medium-sized enterprises (SMEs) and understand the role of reputation in this business process.

Design/methodology/approach

To achieve these objectives, a qualitative research approach was adopted, specifically the case study method. The context of analysis studied here was formed of five SMEs (cases) located in an inland region of Portugal. Data-collecting instruments were individual interviews and documentary analysis, and the data treatment technique was content analysis.

Findings

From the results obtained, it is concluded that SMEs have different reasons for entering a cooperation agreement and that the criterion of reputation, in the partner selection process, was quite frequently mentioned. In addition, the study found trust to be another important criterion when choosing a partner. This means that besides the resources a partner may possess, the most important aspect is that there should be mutual trust.

Practical implications

This study seeks to help SME managers to characterise and understand the phenomenon of cooperation and show the main criteria to consider when choosing their partner(s).

Originality/value

This study is innovative because it will help to characterise and understand business cooperation in SMEs and contribute to choosing a suitable partner, so that SMEs can achieve good performance, major market expansion and improve relations with their partners, in an increasingly competitive environment.

Details

Journal of Strategy and Management, vol. 14 no. 1
Type: Research Article
ISSN: 1755-425X

Keywords

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