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Management Review Quarterly
Published in: Management Review Quarterly 4/2014

01-08-2014 | State-of-the-Art

Reputation und Unternehmenserfolg

Authors: Manfred Schwaiger, Sascha Raithel

Published in: Management Review Quarterly | Issue 4/2014

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Zusammenfassung

Vor ca. 30 Jahren sind erste wissenschaftliche Beiträge veröffentlicht worden, die sich dem Konstrukt der Unternehmensreputation aus Sicht der Management-Wissenschaften widmen. Der vorliegende Beitrag stellt zunächst Konzeptualisierungen und Operationalisierungen dieses immateriellen Vermögensgegenstands vor und diskutiert diese kritisch. Daran anschließend werden die zumeist empirischen Studien referiert, die sich dem Zusammenhang zwischen Corporate Reputation und Stakeholderverhalten bzw. Unternehmenserfolg widmen, so dass ein umfassender State-of-the-art dokumentiert ist. Es zeigt sich weitgehend homogen, dass eine gute Unternehmensreputation das Verhalten von Anspruchsgruppen in gewünschter Weise beeinflusst und damit positiv auf den (finanziellen) Unternehmenserfolg wirkt. Abschließend werden einige Hinweise auf weiteren Forschungsbedarf abgeleitet.
previous article Sustainability and customer relationship management: current state of research and future research opportunities
Footnotes
1
Der legendäre Fortune Index ,,America’s Most Admired Companies“ wurde 1983 aufgelegt und wird seither jährlich veröffentlicht (Ballen 1992). 2009 wurde dieses Ranking vom Global bzw. World’s Most Admired Companies (GMAC) Ranking abgelöst.
 
2
Der Begriff Reputation wird häufig synonym mit Begriffen wie Markenwert (Brand Equity) oder Markenbild (Brand Image) verwendet (z.B. Bromley 1993; Walker 2010). Obwohl es manche Überschneidung gibt und auch Interdependenzen bestehen, existieren doch einige wichtige Unterschiede: Reputation bezieht u.a. die Wahrnehmungen eines viel breiteren Spektrums an Stakeholdergruppen ein, hat einen viel langfristigeren Charakter und umfasst viel mehr Assoziationen mit einem Unternehmen (z.B. Fombrun 1996; Highhouse et al. 2009; Weiss et al. 1999).
 
3
Unter http://​money.​cnn.​com/​magazines/​fortune/​most-admired/​ können die Ergebnisse dieser Studie seit 2006 nachgesehen werden.
 
4
Die Fragen lauten im Einzelnen: (1) [XY] ist ein Unternehmen, mit dem ich mich mehr identifizieren kann als mit anderen Unternehmen. (2) [XY] halte ich für ein sympathisches Unternehmen. (3) [XY] ist ein Unternehmen, bei dem ich es mehr als bei anderen Unternehmen bedauere, wenn es nicht mehr besteht. (4) [XY] gehört wirklich zu den TOP-Unternehmen in ihrem/seinem Markt. (5) Soweit ich es beurteilen kann, ist [XY] ein international anerkanntes Unternehmen. (6) [XY] traue ich außergewöhnlich gute Leistungen zu.
 
5
Die Analyseergebnisse für den gesamten Zeitraum finden sich in Raithel und Schwaiger (2014).
 
6
So berichten manche Autoren über eine positive Wirkung von CSR auf die finanzelle Performance eines Unternehmens (z.B. Luo und Bhattacharya 2006; Orlitzky et al. 2003; Tsoutsoura 2004; Waddock und Graves 1997), während andere negative Zusammenhänge finden (z.B. Mathur und Mathur 2000; Wright und Ferris 1997) bzw. überhaupt keine signifikanten Zusammenhänge nachweisen können (z.B. Bauer et al. 2005; Kreander et al. 2005; McWilliams und Siegel 2000).
 
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Metadata
Title
Reputation und Unternehmenserfolg
Authors
Manfred Schwaiger
Sascha Raithel
Publication date
01-08-2014
Publisher
Springer Berlin Heidelberg
Published in
Management Review Quarterly / Issue 4/2014
Print ISSN: 2198-1620
Electronic ISSN: 2198-1639
DOI
https://doi.org/10.1007/s11301-014-0106-8