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Źródła i determinanty ryzyka reputacji firmyŹródła i determinanty ryzyka reputacji firmy

100%
Szwajca D.
Marketing i Rynek
|
2013
|
vol. 20
|
issue 10
2-8
PL
Większość przedsiębiorstw dostrzega znaczenie reputacji dopiero wówczas, gdy zostaje ona utracona lub nadszarpnięta. Istnieje tendencja do koncentrowania wysiłków na naprawianiu szkód, kiedy kryzys już się dokonał. To jednak nie jest zarządzanie ryzykiem reputacji – to jest zarządzanie kryzysem. Efektywne zarządzanie ryzykiem reputacji zaczyna się od zrozumienia, że jest to luka pomiędzy oczekiwaniami interesariuszy a ich spełnieniem przez przedsiębiorstwo. Głównym celem zarządzania jest identyfikacja potencjalnych źródeł i czynników ryzyka reputacji.
EN
Most companies recognize the importance of reputation only when it is lost or tarnished. They tend to focus their energies on handling the threats that have already surfaced. That is not risk management, it is crisis management. Effectively managing of reputational risk begins with recognizing that this kind of risk is the gap between stakeholders` expectations and their fulfillment by the company. The aim for management is to identify potential sources and determinants of reputation risk.
2
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Relationship between corporate image and corporate reputation in Polish banking sector

100%
Szwajca D.
Oeconomia Copernicana
|
2018
|
vol. 9
|
issue 3
493-509
EN
Research background: Corporate reputation and image are two valuable intangible resources of the company, aimed at building its long-term competitive advantage and market value. Although reputation and image are interrelated categories, they should not be identified with each other. The differences are not only in the definition and the character, but also in the mechanism of formation and tools to create these resources by the company. Image is a picture, perceptions and associations about the company in the minds of consumers, which may be created using the tools of PR and advertising in a relatively short period of time. Reputation is a review of the company and its activities, formulated by various stakeholder groups, on the basis of not only advertising, but also on the basis of the assessment of real activities of companies in the long term. Purpose of the article: The cognitive objective of the article is to point out the fundamental differences between reputation and image on the basis of the analysis of approaches and theoretical concepts. The practical objective is to make an attempt to identify the differences and relationships between reputation and image on the basis of empirical analysis, therefore the research was conducted in the Polish banking sector. Methods: In order to evaluate image and reputation, the survey method was used aimed at the customers of banks operating on the Polish market. Findings & Value added: Reputation and image are two separate, intangible assets that support each other and the company needs each of them to build its competitive advantage. The results of empirical study allowed formulating the thesis that the banks, whose reputation is rated better by the customers, also have a better and more coherent image in their minds.
3

Zaangażowanie w rozwój lokalny jako narzędzie budowania reputacji przedsiębiorstwa

100%
Szwajca D.
Barometr Regionalny. Analizy i prognozy
|
2017
|
issue 4(50)
101-106
PL
Reputacja to obecnie jeden z najcenniejszych zasobów przedsiębiorstwa, który stanowi źródło jego wartości oraz długotrwałej przewagi konkurencyjnej. W ostatnich latach szczególnego znaczenia nabiera reputacja przedsiębiorstwa jako organizacji społecznie odpowiedzialnej. Jednym z istotnych obszarów tej odpowiedzialności jest udział w rozwoju lokalnym poprzez różne sposoby działania i współpracy z przedstawicielami lokalnych społeczności. Celem artykułu jest identyfikacja form zaangażowania sfery biznesu w rozwój regionu w kontekście budowania reputacji przedsiębiorstwa, ze szczególnym uwzględnieniem dobrych praktyk stosowanych przez firmy działające na polskim rynku. Dla realizacji tego celu zastosowano następujące metody badawcze: kwerendę literatury przedmiotu oraz analizę wyników badań wybranych ośrodków badawczych.
EN
Reputation is now one of the company's most valued assets, which is the source of its value and long-term competitive advantage. In recent years, the reputation of a company as a socially responsible organization is of particular importance. One of the important areas of this responsibility is to participate in local development through various ways of activities and cooperation with representatives of local communities. The aim of the article is to identify forms of involvement of the business sphere in the region development in the context of building corporate reputation with particular emphasis on the good practices of companies operating on the Polish market. To achieve this goal the following methods were used: query literature and analysis of test results of selected research centers.
4

THE IMPORTANCE OF REPUTATION OF A COUNTRY IN THE PROCESS OF BUILDING ITS COMPETITIVE ADVANTAGE ON THE GLOBAL MARKET

100%
Szwajca D.
Zeszyty Naukowe Wyższej Szkoły Finansów i Prawa w Bielsku-Białej
|
2017
|
issue 1
99-114
EN
In the contemporary information era countries compete with one another on many levels and almost in every field of life. Governments prepare comprehensive development strategies, thanks to which they hope to improve their country’s competitiveness and gain better competitive advantage on the global market. Methods and tools which are becoming more and more popular in preparing these strategies are similar or identical to those traditionally used in business management. The sources of competitive advantage are more and more frequently found in the domain of immaterial assets. Currently one of the most valuable merit which helps build the worth and competitive advantage of a country is its reputation. This paper attempts at explaining the importance of reputation of a country in building its competitive position on the global market and explaining its main determinants which are the basis for assessment of their reputation. To achieve these goals the author used methods of literature research and analysis of a reputation study conducted by the Reputation Institute.
5
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Zarządzanie reputacją przedsiębiorstwa wobec sprzeczności oczekiwań interesariuszy

100%
Szwajca D.
Studia Ekonomiczne
|
2014
|
vol. 202
90-99
EN
Due to the increasing importance of reputation in achieving long-term competitive advantage and building enterprise value serious challenge becomes effective management of the intangible asset. The main problem is the need to reconcile the interests of different stakeholder groups, which are beginning to have more and more important and the ability to impact on the functioning and performance of the company. The aim of this article is to identify the essential contradiction between the needs and expectations of the various stakeholder groups in the context of an effective reputation management.
6
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Ryzyko reputacji jako wyzwanie dla menedżerów w erze globalizacji

50%
Szwajca D.
Organization and Management
|
2014
|
issue 164
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