Reputation Risk

Tema ovog rada je analiza utjecaja rizika ugleda na poslovanje organizacije, te isticanje uloge imidža poduzeća kao jednog od osnovnih izvora njegove konkurentnosti u okviru suvremenih tržišnih uvjeta. Sukladno tome, pravilno implementiranje korporativnog imidža i upravljanje njime ključni je čimbenik opstanka i razvitka poslovne organizacije koja posluje u uvjetima globalne ekonomije, pa upravljanje imidžom postaje osnovna marketinška disciplina svake uspješne organizacije. Stvaranje i jačanje imidža u javnosti postaje jedna od osnovnih strategija poduzeća, jer za korisnika, veću vrijednost ima poduzeće s bolje pozicioniranim imidžom na tržištu. Prihvaćajući imidž kao moćno sredstvo komunikacije s ljudima radi postizanja njihova ciljanog ponašanja, upravljanje imidžom postalo je važnim područjem djelovanja marketinških strategija. Korištenje uslugama postalo je mnogo više rezultat imidža, nego onoga materijalnoga i opipljivoga što im se pruža, a korištenje pojedinih usluga postaje način kojim korisnik određuje osobni imidž i imidž drugih ljudi.The subject of this paper is to analyze the impact of reputation risk on an organization's operations, and an emphasis of the role that a company’s image plays as one of the fundamental sources of its competitiveness in contemporary market conditions.So, the regular implementation of corporative image and running it is becoming the key factor company’s existence and development which is running a business in conditions of global economy, so image management is becoming the fundamental market discipline of every successful company. The creation and strengthening of the public image is becoming one of the founding strategies of corporations since for the user, a corporation with a better positioned image in the market has a greater value. By accepting the image as a powerful means of communication with people towards accomplishing their purposeful behaviour, image management has become an important area of marketing strategies performance. The usage of services has become more the result of image than a part of material and tangible elements offered to them, and the utilization of certain services has become a way in which the user defi nes his personal image as well as the image of other people