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2011 | OriginalPaper | Buchkapitel

Integrated Reputation Analysis at Daimler

verfasst von : Sabine A. Einwiller, Michael M. Kuhn

Erschienen in: Reputation Management

Verlag: Springer Berlin Heidelberg

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Abstract

Einwiller and Kuhn then describe how Daimler has developed “SCORA,” its integrated system for corporate reputation analysis. To establish the system, Daimler firstly had to determine target variables, influencing factors, and relevant stakeholder groups. The authors explain how their company has identified relevant regions, benchmarks, and the appropriate methodology for its tool. “SCORA” combines media content analysis and stakeholder surveying to fully capture Daimler’s reputation. It additionally reveals relations between stakeholders’ perceptions and the depiction of the car manufacturer in the media. An example of such an analysis concludes this chapter.

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Vorheriges Kapitel How to Manage Reputation

Nächstes Kapitel Reputation Management at Coca-Cola and Beyond

In October of 2007, shareholders of DaimlerChrysler AG approved the renaming of the company to Daimler AG. The project described here was initiated under the legal entity of DaimlerChrysler.

More recent approaches to reputation measurement argue in favor of measuring reputation formatively (Helm 2005), an approach that deserves recognition and consideration for further development of the SCORA instrument.

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Titel: Integrated Reputation Analysis at Daimler
verfasst von: Sabine A. Einwiller
Michael M. Kuhn
Verlag: Springer Berlin Heidelberg
Buch: Reputation Management
Print ISBN: 978-3-642-19265-4

Electronic ISBN: 978-3-642-19266-1

Copyright-Jahr: 2011
DOI: https://doi.org/10.1007/978-3-642-19266-1_18