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Anseende - Hot or Not?: En explorativ studie i hur stora svenska företag ser på begreppet anseende
Södertörns högskola, Institutionen för ekonomi och företagande.
Södertörns högskola, Institutionen för ekonomi och företagande.
2010 (svensk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
Abstract [en]

There are many views in the concept of corporate reputation and the massive research in the area tends to result in many new definitions. Research has shown that a good corporate reputation has a positive relation to Sustainable Competitive Advantage, financial performance and attraction to competent employees. The many views in the concept make it especially interesting to examine the view on corporate reputation in a perspective of big Swedish corporations. Another interesting area to examine is whether the companies manage their reputation or not. The empirical findings of this essay are based on qualitative interviews to get a deeper understanding in the area of reputation. In the analysis the empirical findings were linked to the theoretical framework chosen for the study and earlier research in the area. Through this study it has been shown that companies are defining reputation as a part of the brand. They also explain reputation as the stakeholders aggregated view of a company. The companies manage their reputation, but as an integrated component in the work of brand and communication. The companies had difficulties in separating the concept of reputation andthe concept of brand.

sted, utgiver, år, opplag, sider
2010. , s. 53
Emneord [en]
corporate reputation, reputational crisis, Corporate Social Responsibility, brand, reputation management, stakeholder
HSV kategori
Identifikatorer
URN: urn:nbn:se:sh:diva-3629OAI: oai:DiVA.org:sh-3629DiVA, id: diva2:326184
Uppsök
Social and Behavioural Science, Law
Veileder
Tilgjengelig fra: 2010-06-22 Laget: 2010-06-22 Sist oppdatert: 2010-06-22bibliografisk kontrollert

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