Corporate Reputation Quotient of Harris-Fomburn

The Corporate Reputation Quotient of Harris-Fomburn is a comprehensive measuring method of corporate reputation that was created specifically to capture the perceptions of any corporate stakeholder group such as consumers, investors, employees, or key influences. The instrument enables research on the drivers of a company’s reputation, and allows to compare reputations both within and across industries.

Six drivers of the Corporate Reputation Quotient

This business reputation model has the following 6 drivers of corporate reputation with subsequent 20 attributes:

Emotional Appeal	Workplace Environment
- good feeling about the company - admire and respect the company - trust the company	- is well managed - appears to be a good company to work for - appears to have good employees
Products and Services	Financial Performance
- company believes in its products and services - company offers high quality products and services - develops innovative products and services - offers products and services that are good value	- history of profitability - appears a low risk investment - strong prospects for future growth - tends to outperform its competitors
Vision and Leadership	Social Responsibility
- has excellent leadership - has a clear vision for the future - recognizes and takes advantage of market opportunities	- supports good causes - environmentally responsible - treats people well

Making random checks, these criteria taken together result in lists of most reputable and/or visible companies.

FOLLOW-ON QUESTIONS…

1. How would you define CSR?

2. Is CSR little more than corporate goals and public relations?

3. What are the 4 areas of CSR? Are they of equal importance?

4. Is it possible for an organization to meet the needs of all its stakeholders or will the interests of these groups always be in conflict?

5. What is your personal opinion on CSR? How can companies improve their CSR?

Case Study «Environment»

ISSUE

Your company is running out of space and needs to build an extension to accommodate additional staff. The only space available is presently occupied by a small lake. When the weather is good, staff sit out by the lake at lunch-times. A small group takes a special interest in the lake and its environment. They have stocked it with fish and have encouraged wildlife to use the lake as its habitat. When plans were announced to build the extension, around 50 per cent of the staff were strongly against the plan on environmental grounds. The other 50 per cent are in favor of the extension, because it will mean more jobs.

The meeting has been called for the management committee to discuss the issues and decide how to handle them.

An agenda has been agreed.

AGENDA

1. Environmental implications

2. Financial implications

3. Employment

4. Alternative sites

5. Decision and communication to staff

Дата добавления: 2015-11-14