Reputation

Reputation ( lat. reputatio " consider", "calculation") referred to in the basic meaning of the call ( veraltend: the reputation ) of a person, a group or an organization. A good reputation is equated with a good reputation and a high reputation.

Reputation helps strategically advantageous to calculate, to consider how someone will behave in the future. Such predictability has the advantage that decisions easier and thus costs can be saved. An important basis for such assessments are trust and credibility but also faith.

Reputation can be understood in the terminology of Pierre Bourdieu as symbolic capital, ie as a social resource that is based on a collective recognition of the economic, cultural and social capital of the carrier reputation and this endows with social legitimacy and discursive power of definition.

In business reputation is one of the intangible assets and is part of the goodwill as for example, patents and trademarks.

Definition

In the literature, there is still no scientific definition of economic reputation. After Schwalbach although there is a popular notion, but no generally accepted definition.

In the game theory reputation as the set of concepts that have been taken from the run of play on the player / the opponent to predict its behavior defined.

Burkhardt offers the following working definitions for the business context to:

  • Reputation: Reputation within the meaning of corporate reputation is the totality of how a company is perceived by its stakeholders taking into account past and future aspects. It is an extract of various individual experiences, requirements and cognitive settings that allows people to anticipate the future behavior of an enterprise and its impact on their needs. Because of this reputation is highly dependent on the socio - cultural environment. Reputation is value-neutral. A positive reputation is characterized by four dimensions: credibility, reliability, trustworthiness and responsibility.
  • Reputation Management: Reputation management encompasses all systematic corporate activities, which serve the construction, the maintenance and enhancement of a positive corporate reputation. The aim is to make the company's value to increase permanently. Reputation management is a commitment to responsible communication with all stakeholders and reflects the corporate culture; there is no opportunistic lip service.

To distinguish reputation and image: Image within the meaning of corporate image represents the overall impression of a company to a person, which usually reflects the corporate identity. Comparable to the snapshot image is a short-term phenomenon and therefore volatile. It is subject to permanent changes that reflect how a company wants to be seen by his audiences. To achieve this, Image via unidirectional communication equipment can quickly be adapted (eg campaigns). While reputation aims to increase the long -term corporate value permanently, is Image a means to increase the short-term value by potential customers are attracted.

Historical development

Reputation in the form of the good or bad reputation is likely to be traceable back to the animal -human transition field. It makes us predictable for others, and is therefore a prerequisite for living together in a society. Economically considered the roots back to the 18th century. 1766 Smith documented two behaviors: First, fraud is not profitable, because a single fraud end up costing more contracts than the number that can be obtained in the same time. Second, the willingness to deceive a customer is dependent on the frequency of the transactions that are made jointly. Thus, Smith was the first to describe a dependency between the behavior of a trader 's economic success and laid the foundation for reputation management.

Until the 1950s reputation was not a serious issue in the sellers' markets in Western industrial nations. It was not until the 80s brought a change: Due to the increasing globalization and resulting mergers and acquisitions gained soft factors in importance. In 1983, Carl Shapiro reputation in the modern literature by analyzing the correlation between quality and reputation. He found out that reputation plays an important role in the purchase process, if in products the quality is not obvious.

Fombrun reputation eventually helped to breakthrough with his standard work reputation. Realizing Value from the Corporate Image, he, in 1996 the issue of the level of scientific discussions in the awareness of businessmen. A high practical relevance and his approach to systematically deal with reputation were, until then unique.

Importance in Asia

According to the Chinese, but also Thai way of thinking everyone has a face. The two terms for this are in the Chinese mianzi (面子) and lian (脸). The "face " is given by social recognition or withdrawn by disrespect. To save face of another, ie, vulnerability does not expose. Who gives prestige, thereby gaining both self prestige. If one takes the other 's face, has thus lost his.

A loss of face is called the sudden sinking of his own reputation. In the Chinese as well as Thai culture, the face is seen as opinions of others about a particular person. Therefore, the loss of face is in Chinese culture, for example, a particular importance. In shame cultures such as ancient Japan, a loss of face for the victims was severe and usually irreversible. " Lose His face " is, has been placed in a situation or to be advised in the to be ashamed of; it is comparable to the loss of honor in tomorrow and Western societies.

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