我国企业形象塑造的若干问题

<正> 目前,企业形象的塑造已成为一种发展趋势,一些企业在这方面已取得了较大成绩,尝到了企业形象塑造的甜头。但也有不少企业因忽视企业形象塑造而吃了不少苦头。本文拟就我国企业形象塑造问题作些探索。 一、对企业形象塑造的认识 简而言之,企业形象是公众对某企业综合认识后形成的印象和评价,是企业留给人们的总印象。它由产品形象、信誉形象、领导形象、管理形象、机构形象和环境形象等构成。企业形象一方面取决于企业各方面的客观情况,另一方面又取决于公众的认识与感受。企业形象是现代     

消费者对SSTs的评价与使用——企业形象、自我效能的调节作用

以自助服务技术(Self-service Technologies,SSTs)为代表的基于技术的服务创新日益成为服务营销实践和理论研究的热点。本文以商业银行的网上服务为背景,创新性地拓展技术接受模型,探讨消费者差异(自我效能)和企业差异(企业形象)及其交互作用对消费者评价和使用SST意愿的影响。研究发现,自我效能决定了态度影响使用意愿的程度以及企业形象对态度与使用意愿的关系的调节作用。     

企业形象对顾客态度忠诚与行为忠诚的影响模型——来自零售银行业的证据

企业形象在学界与业界已经成为一个重要议题,但企业形象与顾客忠诚之间的确切关系尚未得到深入研究。本文探讨了企业形象通过顾客价值和顾客满意对顾客忠诚的作用机理。以零售银行业为刺激物的实证研究结果表明:(1)企业形象不但直接正向影响顾客态度忠诚,而且通过顾客价值和顾客满意间接地正向影响顾客态度忠诚;(2)企业形象是最重要的顾客态度忠诚决定因素;(3)顾客态度忠诚是联结企业形象、顾客价值、顾客满意与顾客行为忠诚的唯一中介因素。本研究对于推动我国零售银行业用心塑造积极的企业形象具有重要启示。     

企业形象危机管理下的企业形象管理战略

基于利益相关者分类管理理论制定企业形象管理战略,同时基于战略对蒙牛的危机管理进行评价。     

员工心理与企业形象

本文对员工心理与企业形象进行了理论分析和实践分析,探讨出:建立员工心理管理系统,加强企业形象管理;建立员工激励制度,加强员工心理教育,提高企业形象;建立企业员工心理测评系统和理念识别系统,提高企业形象。     

提升企业形象的五要素

在不少人眼中,企业形象总是和企业的实物外貌,如高大的楼房、豪华的装饰、巨型的霓虹灯、高频率的广告相联系,以为这些就是企业形象的全部内涵。其实,这仅是企业形象的一部分,决非企业形象的全部内涵。企业形象是企业产品形象、技术形象、管理形象、服务形象、文化形象、销售信誉形象以及一切带有企业特征的印象和评价。优良的企业形象对帮助企业筹集资金,扩大生产规模,占领国内外产品市场,改善企业与社会各方面的关系等,具有不可估量的作用。无疑,它是企业一笔巨大的财富或资源。有人把提升企业形象同人力、物力、财力资源相提并论,称它为企业经营的第四种资源,这话不无道理。纵观国内外,凡享誉市场、闻名全球的各类企业,莫不高度重视自身的形象,亦即通过各种媒介、各种形式和活动,在社会公众面前全方位地展示自身的形象,以求得社会公众的了解、认同、喜爱和信     

连续性服务业中企业形象对顾客转换意向的影响

企业形象是顾客基于长期消费经验形成的对企业的态度,并对顾客的购买决策产生影响。本文以移动通信行业为例研究了连续性服务行业中企业形象对顾客转换意向的影响。通过对368名手机用户的调查分析,实证结果表明:企业形象不但会直接降低顾客转换意向,还会起到顾客满意到顾客转换意向的中介作用,起到一个缓冲器的作用。尽管替代者的吸引会直接提高顾客的转换意向,但是替代者的吸引对企业形象的作用却不显著。     

基于PLS-SEM模型的民航客户忠诚度研究

如何最大限度的保留老客户是影响民航企业未来发展的非常重要的问题,各国航空公司非常重视提高客户忠诚度的研究。研究影响客户忠诚度的因素,对于提高航空公司服务水平有着重要作用。本文运用PLS-SEM(Partial Least Square-Structural Equation Model)方法,建立了客户忠诚度评价模型;结合实际采样数据,通过忠诚度指标因子定量分析了各变量对客户忠诚度的影响,为民航企业提高客户忠诚度的研究提供了新途径。研究结果表明,影响民航企业忠诚度的因素依次是安全、企业形象和感知质量。     

企业档案对企业文化的作用研究

本文阐述了企业文化、企业档案与企业档案工作等概念,分析了"企业档案对企业文化建设的作用"这一问题的研究现状和存在问题,并在此基础上重点从提升企业形象的角度讨论了企业档案对企业文化的重要意义和作用。同时,结合实例,提出了多种有效利用企业档案资源宣传企业理念、树立企业形象的途径。     

建筑企业如何实施企业形象战略

我国即将加入世界贸易组织，建筑市场将逐步开放，必然将有更多的国外大型建筑企业进入中国市场，从事的建筑业务更加广泛。如何在众多的国内外建筑企业中彰显自己，以自己鲜明的标志和富有个性的企业形象给国内外公众和组织留下强烈的印象和认同感，树立自己的品牌，对一个建筑企业来说十分重要。 企业形象是多侧面、多层次的组合，是社会公众对企业的整体印象与评价。尤其是建筑行业在买方市场占据主导地位、竞争日趋激烈的情况下，企业形象直接关系到企业的生存和兴衰。因此，必须不断更新思想观念，改变传统的思维定势，有意识、有目的…     

Shame on Who? The Effects of Corporate Irresponsibility and Social Performance on Organizational Reputation

This study examines the relationship between corporate irresponsibility, corporate social performance and changes in organizational reputation. By combining attribution theory with expectancy violations theory, we provide the first systematic analysis of how organizational reputations are influenced by attributions of corporate irresponsibility in the context of social expectations. Drawing on a comprehensive and unique corporate irresponsibility dataset, this study reveals that firms previously believed to be most socially responsible are penalized by evaluators when corporate culpability is verified by a court of law. Conversely, firms perceived as least socially responsible were more likely to suffer reputation penalties when accused of irresponsibility, without their culpability established through litigation. Overall, the results of our study suggest that organizational reputations are mostly stable in light of irresponsibility, in that evaluators only penalize certain firms, in certain circumstances. Specifically, reputation penalties occur when highly responsible firms are perceived as hypocritical and least responsible firms were not found culpable by a court of law. Upon reflection on these findings, our study reveals that the mechanisms of social sanction previously assumed to regulate irresponsibility are weaker than currently understood. The theoretical and policy implications of this study are discussed, along with directions for future research on social evaluations.     

How to manage corporate reputation? The effect of enterprise risk management systems and audit committees on corporate reputation

Research on corporate reputation has generally argued that reputational risk, or risk of reputation loss, stems from all company risks. As companies use enterprise risk management (ERM) systems to manage all their risks, we analyse the effect of ERM system quality on corporate reputation. Furthermore, as audit committees are in charge of supervising ERM systems, we analyse the effect of audit committee characteristics (i.e. independence and independent members' knowledge and diligence) on corporate reputation through their effect on ERM system quality. Our results for a sample of listed Spanish firms support consultants’ arguments that ERM system is a useful tool for managing corporate reputation. Our results also show that audit committee independence improves corporate reputation through the ERM system. Finally, our findings also reveal a positive relationship between the average educational level of independent directors of the audit committee and ERM system quality. These results provide evidence that ERM systems are platforms to manage corporate reputations and suggest the importance of the audit committee as a supervisor of ERM system and as guarantor of corporate reputation.     

Asset Management Performance and Reputation Building for Large US Firms

Corporate audiences construct the reputation of firms by interpreting informational signals about the firms from various monitors. Of importance to these parties are signals about asset management. The results of our empirical study of 114 large US firms supported the general hypothesis that corporate audiences construct reputations on the basis of information about firms' asset management performance, specifically using market and accounting signals indicating size of the assets, market assessment of the value of the assets in place, asset turnover and profit margin.     

在线口碑传播的意见领袖识别方法研究

Web2.0技术应用的不断深化,使得越来越多的用户在网络上发布对产品、服务、品牌或企业的评价,这些在线口碑极大影响着消费者的购买决策和企业的声誉、利润,如何识别出在线口碑传播中的意见领袖对企业有着重要价值。本文结合RFM模型和情感词自动判别方法,考虑情感(S)这一个新的指标,提出了RFMS模型来测量在线口碑发布者的影响力,应用人工神经网络识别出意见领袖,以程度中心性来评估识别结果的有效性。本文采用网络上获取的大众点评网的美食评论语料,对所提出的方法进行了数据实验,实验结果表明,该方法能够精确识别出意见领袖。     

Effects of data breaches from user-generated content: A corporate reputation analysis

A threat for a growing number of firms in various industries is the occurrence of different breaches of sensitive corporate data. These critical events represent vulnerability for firms' corporate reputations, whose multiple dimensions are affected by customers negative perceptions in various ways. Further, in the Industry 4.0 era, the redundancy of scandals on social media can exacerbate negative effects. This paper reports an investigation into the effects of data breaches on corporate reputation dimensions. In this context, the study conducted latent Dirichlet allocation analysis on social media user-generated content (UGC) for a sample of 35 firms in nine industries that suffered a data breach incident between 2013 and 2016. Incidents have been categorized into three categories: “intentional and internal,” “unintentional and internal,” and “intentional and external” data breaches. The aim of the study was to discover how reputational dimensions changed after these critical events and to identify the differences among the types of data breaches.Results reveal that after critical events, more reputational dimensions appear to be relevant. While before critical events, users typically discuss the “perceived quality” of a firm's offer, after all three types of data breaches, users also pay attention to “customer orientation” and “corporate performance” dimensions. Another key reputation dimension, especially after intentional and internal data breaches, is the “firm as employer,” particularly in the context of a lack of investment in training regarding these events.These findings provide key insights for academics and practitioners to understand large-scale data breaches effects and reputational drawbacks after such incidents.     

Is philanthropy being used by corporate wrongdoers to buy good will?

While an increasing number of philosophers and community activists argue in favor of corporate philanthropy, the practice is not without its critics. A number of firms that have restated suspect earnings also appear on lists of top corporate givers or are ranked among most ethical firms, prompting the suspicion that companies are using philanthropy as a kind of moral window-dressing. This paper explores whether restating firms are (1) using philanthropy to divert public attention away from suspect financial results; or (2) making donations to buy good will or a better reputation after they have been required to restate suspect earnings. Our results paint a mixed picture of the morality of corporate philanthropy. Firms forced to restate suspect earnings do seem to be using philanthropy either to divert attention away from their lackluster earnings or to elicit good will from the large community after such restatements. However, the reverse is not true. Just because a firm is a top giver, it does not follow that it is more likely to be a restater of earnings. Nor did we find evidence that firms ranked as very ethical are more likely to be restaters than non-restaters. Firms engage in philanthropy for a variety of reasons. We should not uncritically praise them for their giving, but neither should we regard with a cynical eye all corporate reputations for goodness or all corporation donations.     

Introduction to Special Issue on Sustainable Corporate Governance

Papers in this special issue focus on sustainable corporate governance measures in the aftermath of the financial crisis, and a background environment of increased scepticism over executive pay and corporate behaviour more generally. The authors provide an overview of recent corporate governance reforms, including ‘say‐on‐pay’ and gender‐pay‐gap transparency, and explain how the research papers in the special issue contribute to understanding of corporate governance research and practice in the areas of boards of directors, corporate governance reform and corporate culture and risk‐taking.     

Corporate Governance und Eigenkapitalkosten - Bestandsaufnahme des Schrifttums unter besonderer Ber��cksichtigung des Informationsaspektes und Forschungsperspektiven

The present paper provides an overview of research concerning the relationship between corporate governance and the cost of equity capital. The purpose is to explore whether and to what extent corporate governance attributes manifest in firms?? cost of capital. Since the separation of ownership and control is seen as the starting point for the academic thinking on this issue, the term of corporate governance from a shareholder perspective is discussed in more detail. Apart from this terminological discussion the emphasis of this paper lies on the critical review of theoretical and empirical literature. In conducting this review, empirical concepts measuring the relevant dimensions and their potential limitations are explained. Based on these limitations I suggest opportunities for expanding research on the relationship between corporate governance and cost of equity capital, thereby showing future research directions.     

Comparative and International Corporate Governance

Abstract

In this article, we examine the state of the art in comparative and international corporate governance by identifying the key research questions, main concepts, and paradigms of explanations of cross‐country diversity in corporate governance. First, we discuss the multiple definitions of corporate governance across disciplines and explore how this multi‐dimensional nature of corporate governance posses challenges when making cross‐national comparisons. Second, we review existing comparative research on corporate governance and highlight some of the main characteristics of comparative analysis. Third, we analyze how comparative corporate governance has been understood from four different scholarly perspectives: economics and management, culture and sociology, legal, and political paradigms. We conclude from this third section that future research should make an effort to better integrate cross‐disciplinary paradigms. Fourth, we investigate what insights these four perspectives bring to understand change and stability better in two particular governance dimensions: corporate ownership and the role of labor in comparative corporate governance. Finally, we conclude the article with some forward looking suggestions regarding (1) how different perspectives of corporate governance can be more effectively integrated by adopting case‐based, historical, and actor‐centered forms of institutional explanations and by (2) discussing the current U.S. corporate governance system, frequently seen as the “best practice” model.     

To be or not to be corporate heritage oriented? A study of managers’ corporate heritage mindsets

Corporate heritage is a research topic in branding with managerial relevance to achieve competitive advantages. Research has mainly focussed on companies with a formal corporate heritage orientation, neglecting other companies. In this study, a novel framework has been developed for analysing managers' corporate heritage mindsets as a precondition for a corporate heritage orientation in a non-heritage-oriented company. Individual managers’ corporate image heritage depicts how managers perceive their company over time, hence revealing their corporate heritage mindset. This article proposes that two managerial mindset dimensions matter – corporate heritage recognition and stance. This abductive study combines theory and empirical findings from an industrial company with a long history, but no corporate heritage orientation. The proposed framework offers companies with a history a way to analyse whether corporate heritage could be recognised and employed. This article contributes to corporate heritage research by broadening the applicability of corporate heritage issues.