Sygnalizowanie reputacji kompetencji i reputacji charakteru przedsiębiorstwa w kontekście zniekształcania oceny społecznej

• Autorzy: Ewa Głuszek

Warianty tytułu

Signaling Capability and Character Reputation within Social Judgment Biases Framework

• Języki publikacji: PL

Abstrakty

Reputacja jest zjawiskiem złożonym i wielowymiarowym, a najczęściej stosowanymi wymiarami, za pomocą których opisuje się ten konstrukt, są: fachowość (being known for something) oraz sympatia (generalized favorability). Pierwszy z tych wymiarów można więc określać mianem reputacji kompetencji, drugi natomiast mianem reputacji charakteru. Rozróżnienie takie jest istotne ze względu na zniekształcenia procesu oceny społecznej, które w różny sposób wpływają na te dwa rodzaje reputacji. Okazuje się, że otoczenie inaczej interpretuje pozytywne lub negatywne sygnały dotyczące reputacji kompetencji, a inaczej te dotyczące reputacji charakteru. Zestawienie wymiarów dobrej/złej reputacji kompetencji i dobrej/złej reputacji charakteru pozwala określić cztery modelowe sytuacje, w jakich może znaleźć się przedsiębiorstwo. Każda z tych sytuacji wymaga odmiennej strategii sygnalizowania dobrej lub niwelowania złej opinii.(abstrakt oryginalny)

EN

Corporate reputation is multidimensional construct, and most cited dimensions describing it are: being known for something and generalized favorability. The latter one may label character reputation, the first - capability reputation. Such distinction is significant, because of social judgment biases which impact the assessment of these two reputations in different way. How an organization is viewed by a particular stakeholder group depends of negative or positive cues interpretation, the type of attribute being judged, and the historical assessment of the organization along that attribute. The summary of good/bad capability reputation and good/bad character reputation results in four showcase situations. Each of them needs various reputation strategy signaling.(original abstract)

Słowa kluczowe

PL

Wizerunek przedsiębiorstwa; Kompetencje; Opinia publiczna

EN

Company image; Competences; Public opinion

• Czasopismo: Zarządzanie i Finanse
• Rocznik: 2016
• Numer: R. 14, nr 2, cz. 1
• Strony: 117-130

Twórcy

autor

Ewa Głuszek

• Uniwersytet Ekonomiczny we Wrocławiu

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