| Abstract [eng] |
The aim of this paper is to demonstrate the factors that have an influence over the reputation of organization. In order to achieve the goals of the paper the analysis of the authors’ thoughts from differential and analog schools has been made. The outcome of Balmer, Bromley, Fombrun (the representatives of differential school) is the concepts of reputation that signify that the reputation of organization is the result of past actions and that shows the capability of organization to allocate the result to the public. Reputation is more sustained than the image in terms of time. In addition image can be changed quickly and can be untrue; reputation on the other hand is more associated with the experience of organization. The analysis of organizational image and identity concepts has been made and a comparison with organizational reputation has been done. This has been done because these two concepts are associated and sometimes understood as synonyms. The image of organization is the summation of the inner and external public opinions; the identity is the presentation of organization, dependable on the characteristics that represent the organization by using symbols, examples and communications. The main difference between these concepts is that the identity of organization is a mean by which the members of organization value the organizations; the image is a mean by which organization presents itself to the society; reputation is a mean by which the society values the organization. According to „Financial times“and „Fortune“, six main factors have been singled out that influence the reputation of organization. These are: knowledge and skills, emotional bonds, leadership, vision and ambition, quality, financial, social reliability and the reliability of environment. Despite these factors, communication as an influence factor of organization’s reputation has been examined. A conclusion has been made that communication has a great role in the management of organization’s reputation, and especially in crisis situations. On a practical purpose to explore how the employees understand the factors that influence the reputation of organization and the reputation itself, a quantitative research has been conducted. 31 employee of Private Corporation „Gaumina“ have completed the given questionnaires. All in all, it must be said that the leaders of organization should pay more attention to the factors that constitute the reputation of organization, because these help maintain the good reputation of organization. |
