企业战略对企业声誉影响的分析

企业声誉能够为企业创造价值这已成为毋庸置疑的事实,但是,对于哪些因素会影响到企业声誉的维护与提升目前仍处于研究阶段。对此,文章从企业战略的角度出发,研究战略选择会给企业声誉造成的影响,发现如果企业没有预先采取维护企业声誉的措施,那么执行相关多元化战略的企业的声誉会低于专业化经营的公司,而不相关多元化的企业的声誉又低于相关多元化的企业。鉴于目前处于新兴市场中的中国企业大多都将多元化作为基本的发展战略,因此在企业发展中尤其应预先考虑战略类型的变革对企业声誉的影响,制定应对策略,从而维护企业珍贵的声誉资本。

Analysis on the Impact of Corporate Strategy on the Corporate Reputation

That the reputation of corporate can create value has become an undoubted fact.However,what factors will affect the maintenance and upgrading of corporate reputation is still at a research stage.From the corporate strategy perspective,the article study how the corporate strategic choices affect the reputation.The results suggest that while related diversified firms experienced higher performance levels,on average,than single business firms,the related diversifiers also had lower reputation than single business firms.Furthermore,unrelated diversified firms experienced lower reputation than related diversifiers.Given the most of Chinese enterprises in emerging markets taking the diversification strategy as the basic development strategy,the article suggests that firms should consider the negative impact of diversified strategy on corporate reputation in advance,then make a suitable plan to safeguard the most precious reputation capital.