KURUMSAL İTİBAR ÖLÇÜMLENDİRME YAKLAŞIMLARI ÜZERİNE YAZINSAL BİR İNCELEME

İşletmeler açısından önemli bir soyut varlık olarak değerlendirilen kurumsal itibar, kurumlara pek çok açıdan faydalar yaratmakta, pek çok yazar tarafından örgütsel açıdan yönetilmesi gereken bir kurumsal özellik olarak değerlendirilmektedir. Ancak kurumsal itibarın nasıl oluştuğu ve tanımlandığı kadar nasıl yönetilmesi gerektiği de önemli bir yazınsal sorundur. İlgili yazında kurumsal itibarın işletmeler açısından sağladığı faydalara ilişkin birçok söylem olmasına rağmen, söz konusu kaynağın varlığını devam ettirmesi için nasıl ve ne tür bir ölçümleme yönteminin tercih edilmesi gerektiği konusunda yeterli sayıda çalışma bulunmamaktadır. Bu kısıttan hareket ile çalışmada Uludağ Üniversitesi kütüphanesinin aboneliği bulunan veri tabanlarına “İtibar, Kurumsal İtibar, Kurumsal İtibar Ölçümü, Reputation Models, Reputation Management” anahtar kelimeleri ile girildiğinde arama motoru tarafından önerilen 56 makale üzerinde yürütülen bir içerik analizi vasıtasıyla, kurumsal itibarın ölçümlendirilmesinde araştırmacılar tarafından tercih edilen ölçümleme yöntemlerinin incelenmesi amaçlanmıştır. Çalışma bulguları incelenen makalelerde ağırlıklı olarak Fortune Mac ölçeğini ya da bu ölçeğin parametrelerine dayandırılan ölçümleme araçlarını tercih edildiğini ve yüzde 20 oranında ise araştırmacıların kurumsal itibarı oluşturan unsurlara dayanarak geliştirdikleri özgün ölçümleme araçlarını kurumsal itibarı ölçümlemek maksadıyla kullandıklarını göstermektedir. Bu çalışmada elde edilen bulgular kapsamında, bu alanda çalışmak isteyen araştırmacılara yazınsal anlamda ışık tutacağı düşünülmektedir.

Anahtar Kelimeler:

İtibar, Kurumsal İtibar, İtibar Yönetimi, İtibar Modelleri, Kurumsal İtibar Ölçümü

APPROACHES OF MEASURING CORPORATE REPUTATION: A LITERATURE REVIEW

In related literature corporate reputation defined as important intangible assets of companies that gained several benefits to organizations where concepts thought as important features’ of organizations that must be managed by organizations. Although there is a lot of debates about the utility of enterprise reputation in the related literature, there are not enough studies on how and what kind of measurement method should be preferred in order to maintain the existence of this source. The limitations of related literature this study consist on to examine the measurement methods preferred by the researchers in measuring the corporate reputation. Based on this aimed study investigate 56 articles which were suggested by the search engine of Uludag University Library was entered with the keywords “Reputation, Corporate Reputation, Measurement of Corporate Reputation, Reputation Models, Reputation Management”. Findings showed that authors were mostly chosen the Fortune Mac scale or the measurement tools based on the parameters of this scale and 20 percent of the researchers used the original measurement tools that they developed based on the elements constituting the corporate reputation in order to measure corporate reputation. It is thought that the findings obtained within the scope of the research will shed light on the researcher who wants to work in the corporate reputation.

Keywords:

Reputation, Corporate Reputation, Reputation Management, Reputation Models, Measurement of Corporate Reputation,

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