Abstract
Due to the issues brought about by the current Information Age, such as rapid development of technology, easy and fast access to information, increases in international relations and global market perception, companies were compelled to seek for sustainable competitive advantage, and in this sense, the concept of "corporate reputation", which is powered by unique and original values of a corporation and which cannot be "imitated", has started to draw attention. In our day when markets are gradually reaching the point of saturation and consumers are getting the chance to evaluate more and more options, the efforts to create a convincing difference in minds have become prominent, and subsequently, reputation management has become an important field which a company needs to effectively manage. Corporate reputation management and the communication types the company will adopt in this sense have gained importance in all areas related to strategic management elements, from market positioning of products to shaping of intellectual perception maps. Corporate reputation management, wherein integrated marketing communication and public relation activities extremely important roles, needs to be strategically managed. Management of the concept of corporate reputation, which is a product of tangible and intangible corporate components, have transformed into a strategic requirement and become an field of its own as "corporate reputation management" within modern business administration. The fact that corporate reputation management, which has a relation with almost all activity fields of a company, is in contact with elements such as corporate social responsibility, management based on ethical principles, performance assessment studies in human resources management and the of phenomenon of governance, the recent agenda, which all affect the field of sustainable competition, indicates that this concept should be evaluated in terms of business management strategy.
Highlights
Due to the issues brought about by the current Information Age, such as rapid development of technology, easy and fast access to information, increases in international relations and global market perception, companies were compelled to seek for sustainable competitive advantage, and in this sense, the concept of "corporate reputation", which is powered by unique and original values of a corporation and which cannot be "imitated", has started to draw attention
Since communication plays a vital role in corporate reputation management, the fourth section addresses the subject of corporate reputation communication and examines the key roles assumed by integrated marketing communication and public relations in this process
Sixth section of the study touches upon performance indicators and the fact that non-financial values should be reflected as much as financial values, as a requirement of the context established together with the dimension of human resources which constitutes an important shareholder society of corporate reputation management, and from this point forward, a connection is established between utilization of multidimensional performance assessments and corporate reputation management
Summary
Corporate reputation management is a multidimensional concept which requires studies based on interdisciplinary approaches. Altıok Gurel /International Journal of Research in Business and Social Science Vol 3, No 2, 2014 ISSN: 2147-4478 profits, upon the support it receives from customers, investors, suppliers and society which are the basic groups providing resources to it For this reason, serious long-term investments are required for a corporate reputation. Variables of a company such as management quality, HR applications, relations with shareholders, social responsibility projects formed in line with expectations of the society and the type of approach against internal customers affect shareholder perception and form a new perception in the shape of differences separating the institution from its rivals For this reason, this conception, which has significant importance in terms of sustainable competition, must be managed with a disciplined understanding. Conclusions of the study are presented and various determinations are made on the subject together with a general evaluation
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