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impact of reputation orientation on marketing strategy formation and performance
Title
The impact of reputation orientation on marketing strategy formation and performance.
Creator
Goldring, Deborah, College of Business, Department of Marketing
Abstract/Description
This research explores the attitudes held by marketing managers about building their company's corporate reputation, and about the impact of their actions on performance. In an environment of costly brand building, declining customer loyalty, and increasing scrutiny from stakeholders who demand corporate responsibility and transparency, a concern for corporate reputation is increasingly important for everyone in the company, including marketing managers. The marketing literature, however, has...
Show moreThis research explores the attitudes held by marketing managers about building their company's corporate reputation, and about the impact of their actions on performance. In an environment of costly brand building, declining customer loyalty, and increasing scrutiny from stakeholders who demand corporate responsibility and transparency, a concern for corporate reputation is increasingly important for everyone in the company, including marketing managers. The marketing literature, however, has not explored how managers who are concerned about the reputation of their companies can effectively adapt marketing strategy for reputation enhancement. The theoretical justification for this research is grounded in stakeholder theory, dynamic capabilities theory, and strategic choice theory. The study contributes to the marketing strategy literature and the nascent field of stakeholder marketing. It makes a theoretical connection between the corporate-level construct of reputation orientation, and its impact on functional-level decisions about marketing strategy. Reputation orientation is the concern that top management and employees share about their company's commitment to nurturing a positive corporate reputation among key stakeholders. A scale for reputation was conceptually defined and empirically tested (Churchill, 1979). It consists of three dimensions: consciously created corporate identity, internal identity dissemination, and external stakeholder impact. Reputation orientation was found to be a valid and reliable construct that was further tested within the framework of how marketing managers formulate, implement, and evaluate their strategic marketing decisions. This research also tested the impact of stakeholder-conscious marketing strategy on corporate reputation and marketing performance., The results from the empirical research indicate that organizations with a reputation orientation devise and select marketing strategies that focus on the needs and concerns of customers and other key stakeholders. Reputation orientation guides a stakeholder-conscious marketing strategy, such that marketing strategy decisions take into consideration both the impacts on corporate reputation and marketing performance without sacrificing either. The implications for marketing practice is that marketing managers can deliberately choose marketing strategies that build a strong corporate reputation by considering the concerns of customers and other key stakeholders at the earliest stages of marketing strategy formulation.
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Date Issued
2011
PURL
http://purl.flvc.org/FAU/3357426
Subject Headings
Communication in marketing, Communication in organizations, Corporate image, Management, Business communication, Corporate governance, Industrial management
Format
Document (PDF)
Improving methods of communication based on culture in the business environment
Title
Improving methods of communication based on culture in the business environment.
Creator
Burton, Walter N., Dorothy F. Schmidt College of Arts and Letters, School of Communication and Multimedia Studies
Abstract/Description
The ability to understand the individuals that we deal with on a daily basis can give anyone who focuses on this knowledge a competitive advantage in today's business world. In today's fast paced and globally expanding business world, it is critical to explore innovative approaches that will facilitate the process and time it typically takes to establish business relationships. When it is imperative to quickly create a business relationship between individuals that are unknown to each other,...
Show moreThe ability to understand the individuals that we deal with on a daily basis can give anyone who focuses on this knowledge a competitive advantage in today's business world. In today's fast paced and globally expanding business world, it is critical to explore innovative approaches that will facilitate the process and time it typically takes to establish business relationships. When it is imperative to quickly create a business relationship between individuals that are unknown to each other, identifying the city or region of the individual with whom a relationship is being formed and understanding that culture will help build a common ground which will facilitate and enhance the newly established working relationship. This paper shows how this can be achieved.
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Date Issued
2008
PURL
http://purl.flvc.org/FAU/165671
Subject Headings
Business communication, Communication in management, Organizational effectiveness, Interpersonal relations, Relationship marketing, Corporate culture
Format
Document (PDF)