Koncept ugled poduzeća: teorijske perspektive i empirijski pokazatelji

The concept of reputation was introduced to management literature from sociological literature on impression management. Fombrun developed an understanding of reputation in business by introducing several aspects of corporate reputation. However, attempts at making it all-inclusive resulted in the concept becoming unusable as it is not possible to distinguish it empirically from other related sociological concepts. Moreover, its measure lacks validity and reliability, thus making the concept of reputation empirically impossible to use. This contribution aims at understanding the concept of reputation by analyzing the items used to measure it, along with the related concepts of economic, symbolic, cultural and social capital – which characterize every entity in its context. Thus, in this contribution the concept of reputation is drawn back to its sociological roots. Results indicate that, once different capital forms are controlled for, reputation reflects output quality and an entity’s capability to deliver such output in the future.Koncept ugled poduzeća u poslovnoj se ekonomiji pojavio kao nastavak na istraživanja iz područja sociologije o upravljanjima percepcijama. Razvijajući pojedine aspekte ugleda poduzeća, Fombrun je u svojim radovima doprinio razumijevanju ugleda u poslovnoj ekonomiji. No, u cilju da postane sveobuhvatan, koncept je postao neupotrebljiv jer se nije empirijski razlikovao od povezanih socioloških koncepata. Osim toga taj je koncept bilo vrlo teško empirijski primijeniti jer nije imao ni pouzdanost ni valjanost mjernih ljestvica. Ovaj rad analizira pojam subjekt na tržištu. Dakle, u ovom je radu koncept ugled poduzeća povezan sa sociološkim idejama od kojih se polazilo pri njegovom definiranju. Rezultati upućuju na to da, nakon što su različiti oblici kapitala stavljeni pod kontrolu, ugled odražava kvalitetu outputa i sposobnost subjekta da dostavi takav output i u budućnosti