Örgüt İtibarı Kavramı ve Yönetimi ile İlgili Bazı Sorunlar

İtibar; gerek yönetim-örgüt kuramı gerekse diğer çalışma disiplinlerine ait yazınlarda gün geçtikçe daha fazla değinilen ve önemi vurgulanan bir kavram haline gelmektedir. Bu derece popüler hale gelen kavram ile ilgili yönetim-örgüt kuramı çalışma sahası içerisindeki baskın yazın, okuyucuların zihinlerinde itibarın örgütler tarafından her zaman istenildiği miktarda yönetilebileceğine dair bir izlenim yaratıyor, örgüt kuramı diliyle örgüt açısından “mutlak özgür iradeci” bir bakış açısı sergiliyor gibi görünmektedir. Bu çalışmada ise itibarın “mutlak” seviyede değil, belli ölçülerde yönetilebileceği kabul edilmekte ve örgütlerin itibarlarını kontrol altında tutmaya çalışırlarken bazı sorunlarla karşılaşabilecekleri, dolayısıyla örgütsel itibarın şekillendirilmesinin zannedildiğinin aksine oldukça karmaşık bir süreç olduğu ve itibarın yönetilebilme miktarının bir örgütten diğerine; örgütün politik ve ekonomik gücü, uluslararasılaşma düzeyi, icra kurulu başkanının yetenekleri vb. çeşitli faktörlere bağlı olarak değişebileceği fikri savunulmaktadır. Bu tür bir bilincin önce akademik çevrelerde, sonrasında uygulamacılar arasında oluşturulması önemlidir çünkü bu sayede örgütler itibar yönetimi kavramına daha ciddi yaklaşacaklardır. Ayrıca bu ana amaca ek olarak çalışmanın bir diğer amacı da örgüt itibarı kavramına netlik kazandırmaktır. Örgütsel itibarın oluşum sürecinin genel olarak iki ana safhayı içerdiği söylenebilir. Birinci safhada ya paydaş grupların bizzat kendileri örgüte dair bir deneyim yaşarlar ya da örgüt hakkındaki enformasyon ilgili paydaş gruplara deneyimi yaşamış diğer paydaş gruplarca veya medya kuruluşlarınca ulaştırılır. İkinci adımda ise bu enformasyon paydaş gruplarca yorumlanır ve zihinlerde örgüte dair itibari değer netleşir. Bu çalışmada öncelikle yazında henüz muğlak durumda bulunan örgütsel itibar kavramına netlik kazandırılmaya çalışılacak, ardından kavramın yönetimiyle ilgili güçlükler bu iki safha ekseninde tartışılacaktır.

The Concept of Corporate Reputtation and the Problems Related to It's Management

Reputation have become a concept importance of it is emphasized more and more by literatures of the management-organization theory field and other disciplines. The dominant corporate reputation literature seems to create a perception in readers’ mind that organizations can manage their reputations at absolute level or so close to it. But in this study, the idea, suggets the limited manageability of organizational reputation, is discussed. According to the study, while organizations try to control their reputations, they encounter some difficulties. Because of that reason, on the contrary of general belief in the literature, management of reputation is so complex process and degree of manageability of it depends on some organizational factors such as politic and financial power of an organization, degree of internationalization and skills of CEO and so on. The development of this type of consciousness is important because in this manner organizations can take concept of reputation more seriously. Also in addition to this main purpose, the another purpose of this study is the clarification of the corporate reputation concept.It generally can be said that formation of the corporate reputation comprises of two phases. In the first phase, stakeholders collect information about an organization via their personal experiences or they benefit from the others’ experiences. They also can provide this information from media. In the second phase, stakeholders intrepret this information and reputation of an organization appears in their minds. In this study, the first, organizational reputation concept will be explained and then difficulties pertaining to manageability of it will be discussed by focusing on these two phases of the process was expressed above briefly.

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