Managing Corporate Reputation in Corporate Reputation and Csr

Managing Corporate Reputation in Corporate Reputation and CSR

[pic 1]

[pic 2]

                                             Student name: YONG DENG

                                                    Student ID: 7427909

Module leader: Dr. Ioannis Assiouras

         Coventry University 2017

Abstract

Through literature review, it can be found that enterprise social responsibility is the important content of reputation evaluation system; enterprises improve their reputation and brands by implementing the social responsibilities, so as to acquire the competitive advantages; the effects of enterprise social responsibilities on enterprise reputation are different due to different expectations of stakeholders, social responsibility diversity and industrial differences. On this basis, the conceptual model of the relations between the both is proposed to analyze a successful case and a failed case. Finally, it summarizes how to manage company social responsibilities, so as to improve enterprise reputation and brand.

Introduction

As the new perspective of enterprise research, reputation theory has rapidly melted into mainstream management in the past few years, which is not accidental, and there are at least two kinds of motive power to push this process: on one hand, commercial ethics has been increasingly emphasized in western countries, the continuous breakout of commercial scandals in big enterprises such as Enron and Worldcom has amde numerous scholars and administrators to start reviewing the enterprise reputation problem again, and combines it with commercial ethics, crisis management to investigate; on the other hand, the rapid uprising of the new economy in the 1990s has made the values of enterprise reputation in the risk investment industry gradually highlight. It is based on such an environment background that the importance of enterprise social responsibilities and enterprise reputation has constantly increased, and the number of research literature about the both has increased a lot.

Due to the differences between subject differences and research angles, enterprise social responsibility and enterprise reputation has not been explicitly defined with the common approval so far (Gotsi& Wilson, 2001). The previous research mainly focuses on the construction of enterprise social responsibility and enterprise reputation evaluation index system and how to measure it. While dealing with the relations between the both, most of research is still at the stage that enterprise social responsibility is regarded as one of indexes to evaluate (or affect) enterprise reputation, very rare literature contains the systematic teasing on its potential relations (Brammer& Pavelin, 2006). In view of this, this paper systematically reviews the internal relations between enterprise social responsibilities and enterprise reputation by reviewing related classical literature. On this foundation, it attempts to build a concept model with the clearer relations between the both and puts forward the prospects on the future research direction.