International Reputation Management Conference Uluslararası İtibar Yönetimi Konferansı Ekim/October 2012

Transcription

1 International Reputation Management Conference Uluslararası İtibar Yönetimi Konferansı Ekim/October 2012 İtibar Yönetimi Enstitüsü

2 Dr. Arzu ÖZSÖZGÜN ÇALIŞKAN Yıldız Technical University

3 Reputation The public s general assessment about how a person or a thing is appreciated or admired based upon its past behaviors or characteristics. There is no consensus definition of corporate reputation in the literature. The reason behind the disagreement is the multidisciplinary construct of the corporate reputation concept.

4 Corporate Reputation a global, temporally stable, evaluative judgment about a firm that is shared by multiple constituencies the sum of the perceptions of a corporation s past actions; current performance; and future prospects that results from the corporation s ability to deliver valued outcomes to multiple stakeholders and gauges a corporation s relative standing both internally with employees and externally with its stakeholders, in both its competitive and institutional environments

5 Corporate Reputation It is not a static concept, It necessitates time to build and manage, There is a reciprocal relationship between the concept of corporate reputation and image, It shed light on how a stakeholder perceive the organization position in the field of other competitors, A company s reputation could be different according to different stakeholders relationship that based on their own economic, social and personal experience

6 Corporate Reputation Corporate reputation depends on stakeholders assessment regarding to the specific issues of firms and a company reputation as an intangible capital, is non-tradable, nonsubstitutable, non-imitable and rare.

7 Sustainable Development In the Brundtland Report (1987) the ability to meet the needs of present generations without compromising the ability of future generations to meet their own needs. The second Earth Summit the environmental issues gained prominence, and most importantly, the business world were accepted as crucial stakeholders in maintaining sustainable development

8 Corporate Sustainability Corporate sustainability refers to an evolving model of corporate management that emerged as an alternative to the traditional management model. Growth and profitability are accepted as important element as social and environmental issues, such as environmental protection, social equity and justice, economic development For an enterprise, ensuring long-term economic performance in accordance with sustainability is only possible by avoiding short-term actions that create negative social and environmental effects

9 Corporate Reputation and Sustainability Corporate sustainability as a management approach inherently attempts to balance the interests of organizations stakeholders. An organization s sustainability depends on how the firms manage their economic, social and environmental capital and results of its operations. If a company takes these impacts into consideration as compared to a firm that focuses only on profit, it attains various benefits such as providing more value over the long term, confronting fewer risks, obtaining competitive advantage, improvement in profitability and reputation.

10 FIRMS HOLDING TOP-20 RANKINGS FROM Arçelik Coca- Cola Eczacıbaşı Garanti Bankası Koç Holding Microsoft Procter&Gamble Sabancı Holding Turkcell Unilever Ülker Vestel İş Bankası Akbank Doğuş Holding Efes Pilsen Ford Zorlu Holding Borusan Holding BSH Ibm Beko Pfızer Siemens Toyota Philiph Morris Tüpraş Türk Telekom Vodafone Alarko Holding Anadolu Holding Boyner Holding Mavi Jeans Migros Shell THY Andersen Consulting Beymen Brisa Enka Lc Waikiki Mercedes Pegasus Petrol Ofisi Yapı Kredi Bankası

11 FIRMS HOLDING TOP-14 RANKINGS FROM

12 FIRMS HOLDING TOP-14 RANKINGS FROM Companies Reporting Period The Name of The Report Reporting Framework UNGC Level of GRI Best Practices (Turkey) Arçelik 2007/ /2010 Sustainability Report GRI 2006 C (2008), B+ (2010) Cactus Diswasher Coca- Cola 2008/2009/2010/2011 Corporate Social Responsibility GRI 2006 C (2007), B ( ), B (2010) A+(2011) Innovation Competition Eczacıbaşı 2007/2008/2009/2011 Global Compact Communication on Progress , Sustainability Report UNGC -PwC Assurance Waste Heat Recovery Project Garanti Bankası 2010 Sustainability Work No Koç Holding 2007/2008/2009/2010/2011 Corporate Social Responsibility UNGC Microsoft Global Citizenship Report UNGC Procter&Gamble Global Sustainability Report GRI Sabancı Holding 2011 Some information in Annual Report AKÇANSA Energy Production Facility from Waste Heat Turkcell 2008/2011 Sustainability Report GRI 2007 C - Unilever Sustainability Report Sustainable Living Plan Progress Report UNGC Ülker Corporate Social Responsibility as a part of Annual Report from Vestel Global Compact Progress Report /2011/2012 GRI-UNGC İş Bankası - Contribution to Culture and Art from 2001 to 2007, Corporate Social Responsibility as a part of Annual Report from Akbank Sustainability Report GRI-UNGC 2008 C -