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Tytuł:
Enterprise stakeholders prioritization for the purpose of management of reputation risk
Autorzy:
Szwajca, Danuta
Powiązania:
https://bibliotekanauki.pl/articles/1877571.pdf
Data publikacji:
2020
Wydawca:
Politechnika Śląska. Wydawnictwo Politechniki Śląskiej
Tematy:
enterprise reputation
reputation risk
stakeholders
reputacja przedsiębiorstwa
ryzyko reputacji
interesariusze
Opis:
Purpose: The objective of this paper is to identify stakeholders categorization and prioritization tools, for the purpose of effective risk management of the enterprise. Design/methodology/approach: Methods used in this paper include literature overview and deduction on the basis of concepts and approaches to the reputation risk management process analysis. Findings: In the age of the Internet, social media and the growing competition in the global economy, enterprises are exposed to various types of risk. The most crucial among them is the reputation risk, which has the potential to generate significant financial and non-financial losses. Therefore, reputation risk management is not only a need, but also a necessity. A significant stage of management is the identification of reputation hazards, taking into consideration the gap between the expectations of stakeholders and the need to satisfy them. In this article methods of prioritizing enterprise stakeholders for the purposes of reputation risk management has been proposed. The hypothesis states, that prioritization of stakeholders allows to indicate the most important threats to the reputation and to formulate relevant tools for its protection. Originality/value: Using mapping and sampling method to prioritize enterprise stakeholders for the purposes of reputation risk management.
Źródło:
Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska; 2020, 144; 523-535
1641-3466
Pojawia się w:
Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
CORPORATE REPUTATION AND CUSTOMER LOYALTY AS THE MEASURES OF COMPETITIVE ENTERPRISE POSITION – EMPIRICAL ANALYSES ON THE EXAMPLE OF POLISH BANKING SECTOR
Autorzy:
Szwajca, Danuta
Powiązania:
https://bibliotekanauki.pl/articles/488883.pdf
Data publikacji:
2016
Wydawca:
Instytut Badań Gospodarczych
Tematy:
reputation
customer loyalty
competitive position
banking sector
Opis:
In order to determine the competitive position of a company not only the traditional measures of market position (market share) and financial position (financial ratios) are used, but also the qualitative measures concerning intangible resources. Customer satisfaction and customer loyalty are the two most commonly applied qualitative measures. Due to the growing importance of intangible resources, and of reputation in particular, the need arises to use the reputation indicator as a measure of competitive position in achieving a long-term competitive advantage and building the enterprise value. The purpose of this article is to identify the competitive position indicated by the level of corporate reputation in comparison with the customer loyalty indicator and the most popular traditional measures based on the example of banking sector. For calculation of qualitative measures the method of survey was used, conducted among the retail banking customers. The study showed a weak relationship between reputation and loyalty: the banks that received the highest ratings of reputation, obtained the poorest results in terms of loyalty. Due to the limited subjective and methodological scope of research, the results cannot constitute a sufficient basis to prove this thesis, however, they may constitute a good starting point for conducting broader research in this area.
Źródło:
Oeconomia Copernicana; 2016, 7, 1; 91-106
2083-1277
Pojawia się w:
Oeconomia Copernicana
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Zarządzanie reputacją przedsiębiorstwa wobec sprzeczności oczekiwań interesariuszy
Corporate Reputation Management to the Contrary Expectations of Stakeholders
Autorzy:
Szwajca, Danuta
Powiązania:
https://bibliotekanauki.pl/articles/586285.pdf
Data publikacji:
2014
Wydawca:
Uniwersytet Ekonomiczny w Katowicach
Tematy:
Akcjonariusz
Przewaga konkurencyjna
Wizerunek przedsiębiorstwa
Company image
Competitive advantage
Shareholders
Opis:
Due to the increasing importance of reputation in achieving long-term competitive advantage and building enterprise value serious challenge becomes effective management of the intangible asset. The main problem is the need to reconcile the interests of different stakeholder groups, which are beginning to have more and more important and the ability to impact on the functioning and performance of the company. The aim of this article is to identify the essential contradiction between the needs and expectations of the various stakeholder groups in the context of an effective reputation management.
Źródło:
Studia Ekonomiczne; 2014, 202; 90-99
2083-8611
Pojawia się w:
Studia Ekonomiczne
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Wielowymiarowy charakter reputacji przedsiębiorstwa – implikacje dla zarządzania
Multidimensional character of the corporate reputation − implications for management
Autorzy:
Szwajca, Danuta
Powiązania:
https://bibliotekanauki.pl/articles/586428.pdf
Data publikacji:
2018
Wydawca:
Uniwersytet Ekonomiczny w Katowicach
Tematy:
Reputacja przedsiębiorstwa
Wymiary reputacji
Zarządzanie reputacją
Corporate reputation
Reputation dimensions
Reputation management
Opis:
Reputacja jest określana jako zagregowana ocena przedsiębiorstwa i jego działalności oparta na percepcji różnych grup interesariuszy. Ocena ta opiera się zarówno na przesłankach racjonalnych, jak i emocjonalnych oraz dotyczy wszystkich aspektów aktywności przedsiębiorstwa. Reputacja ma zatem wielowymiarowy, złożony i interdyscyplinarny charakter, co generuje określone implikacje dla zarządzania. Celem artykułu jest próba konceptualizacji zarządzania reputacją przedsiębiorstwa z uwzględnieniem jej wielowymiarowego charakteru. Do realizacji tego celu wykorzystano metody przeglądu literatury przedmiotu oraz krytycznej analizy dotychczasowych paradygmatów. Główne konstatacje odnoszą się do charakteru zarządzania reputacją, które wymaga podejścia holistycznego, zaangażowania i koordynacji działań wszystkich komórek funkcjonalnych oraz na poziomie strategicznym.
Reputation is defined as the aggregate assessment of the company and its activities, based on the perception of various stakeholder groups. This assessment is based on both rational and emotional reasons and concerns all aspects of the company’s activity. Reputation is therefore multidimensional, complex and interdisciplinary, which generates specific implications for management. The aim of the article is to try to conceptualize the management of the company’s reputation, taking into account its multidimensional character. To accomplish this goal, the methods of literature review of the subject and critical analysis of the existing paradigms were used. The main observations relate to the nature of reputation management, which requires a holistic approach, commitment and coordination of all functional units and at the strategic level.
Źródło:
Studia Ekonomiczne; 2018, 351; 152-163
2083-8611
Pojawia się w:
Studia Ekonomiczne
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Requirements of digital consumers as a source of innovative solutions for contemporary enterprises
Autorzy:
Szwajca, Danuta
Powiązania:
https://bibliotekanauki.pl/articles/1883759.pdf
Data publikacji:
2020
Wydawca:
Politechnika Śląska. Wydawnictwo Politechniki Śląskiej
Tematy:
digital consumers
marketing innovations
mobile technologies
konsumenci cyfrowi
innowacje marketingowe
technologie mobilne
Opis:
Purpose: Progressing digitization of the economy leads to the emergence of a new type of consumer, called digital consumer, who has specific needs and requirements for offers. The enterprises are forced to look for new solutions that meet the specific expectations. The objective of the paper is to identify the specific requirements of digital consumers as potential inspirations for innovative marketing solutions. Design/methodology/approach: The following research question was formulated: what requirements of digital consumers are the source of innovative products offered by modern enterprises? Review of the literature on the subject, analysis of research results on the specifics of digital consumers and their requirements for bidders, review of innovative offers of enterprises that meet the expectations of digital consumers are methods that have been used in the paper. Findings: The main expectations of digital consumers relate to personalization as well as fast and efficient service. Digital consumers are impatient, they expect an immediate and effective response to their individual needs. Practical implications: These studies could relate to assessing the degree of preparation of enterprises to service digital consumers and meeting their specific expectations, as well as the level of satisfaction of digital consumers with innovative solutions. Originality/value: Specific requirements of digital consumers have been identified as potential sources of innovative marketing solutions for enterprises.
Źródło:
Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska; 2020, 145; 501-514
1641-3466
Pojawia się w:
Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Media społecznościowe jako źródło ryzyka reputacyjnego przedsiębiorstwa
Social media as a source of reputational enterprise risk
Autorzy:
Szwajca, Danuta
Powiązania:
https://bibliotekanauki.pl/articles/588392.pdf
Data publikacji:
2017
Wydawca:
Uniwersytet Ekonomiczny w Katowicach
Tematy:
Media społecznościowe
Reputacja
Ryzyko reputacyjne
Reputation
Reputational risk
Social media
Opis:
Rozwój Internetu i mediów społecznościowych wpłynął na zmianę środowiska komunikacyjnego, w którym interesariusze: klienci, inwestorzy, partnerzy biznesowi, pracownicy mogą umieszczać i rozpowszechniać swoje opinie na temat przedsiębiorstwa i jego produktów. Specyfika funkcjonowania tych mediów powoduje, że stają się one zupełnie nowym, trudnym do przewidzenia i kontroli typem zagrożenia dla reputacji jednostek i instytucji. Celem artykułu jest identyfikacja źródeł i typów ryzyka wynikających z funkcjonowania mediów społecznościowych w odniesieniu do reputacji przedsiębiorstwa oraz wskazanie implikacji dla zarządzania ryzykiem reputacyjnym online. Zastosowano metody krytycznej analizy literatury, głównie zagranicznej, a także wnioskowania na podstawie wyników badań międzynarodowych ośrodków naukowo-badawczych.
Development of the Internet and social media influenced the change of communication environment in which stakeholders: customers, investors, business partners, employees can post and distribute their opinions on the company and its products. The specificity of the functioning of the media means that they become completely new, difficult to predict and control the type of threat to the reputation of individuals and institutions. The aim of the article is to identify the sources and types of risk resulting from the operation of social media in relation to the corporate reputation and an indication of the implications for reputational risk management online. The following research methods were used: critical analysis of literature, mainly foreign, and judging the results of international research centers and scientific research.
Źródło:
Studia Ekonomiczne; 2017, 322; 230-242
2083-8611
Pojawia się w:
Studia Ekonomiczne
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Relationship between corporate image and corporate reputation in Polish banking sector
Autorzy:
Szwajca, Danuta
Powiązania:
https://bibliotekanauki.pl/articles/18870843.pdf
Data publikacji:
2018
Wydawca:
Instytut Badań Gospodarczych
Tematy:
corporate reputation
corporate image
intangible resources
banking sector
Opis:
Research background: Corporate reputation and image are two valuable intangible resources of the company, aimed at building its long-term competitive advantage and market value. Although reputation and image are interrelated categories, they should not be identified with each other. The differences are not only in the definition and the character, but also in the mechanism of formation and tools to create these resources by the company. Image is a picture, perceptions and associations about the company in the minds of consumers, which may be created using the tools of PR and advertising in a relatively short period of time. Reputation is a review of the company and its activities, formulated by various stakeholder groups, on the basis of not only advertising, but also on the basis of the assessment of real activities of companies in the long term. Purpose of the article: The cognitive objective of the article is to point out the fundamental differences between reputation and image on the basis of the analysis of approaches and theoretical concepts. The practical objective is to make an attempt to identify the differences and relationships between reputation and image on the basis of empirical analysis, therefore the research was conducted in the Polish banking sector. Methods: In order to evaluate image and reputation, the survey method was used aimed at the customers of banks operating on the Polish market. Findings & Value added: Reputation and image are two separate, intangible assets that support each other and the company needs each of them to build its competitive advantage. The results of empirical study allowed formulating the thesis that the banks, whose reputation is rated better by the customers, also have a better and more coherent image in their minds.
Źródło:
Oeconomia Copernicana; 2018, 9, 3; 493-509
2083-1277
Pojawia się w:
Oeconomia Copernicana
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Different faces of CSR: greenwashing in the context of its impact on corporate reputation
Autorzy:
Szwajca, Danuta
Powiązania:
https://bibliotekanauki.pl/articles/27313471.pdf
Data publikacji:
2022
Wydawca:
Politechnika Śląska. Wydawnictwo Politechniki Śląskiej
Tematy:
CSR
greenwashing
corporate reputation
green marketing
reputational risk
reputacja firmy
zielony marketing
ryzyko utraty reputacji
Opis:
Purpose: The aim of the article is to show the negative impact of greenwashing on the company's reputation and to propose ways of using CSR and green marketing tools to reduce green reputation risk. Design/methodology/approach: The article attempts to answer the question: How to use CSR and green marketing tools so that they are not perceived as greenwashing and do not generate green reputation risk? The following methods were used: literature review, deductive inference based on the analysis of the following concepts: CSR and sustainable development, stakeholder theory, corporate reputation management, stakeholder engagement and social innovation. Findings: The most frequently postulated method of limiting greenwashing is the legal regulation of CSR, but due to its weaknesses, it is proposed to develop cooperation with stakeholders in order to jointly create green strategies and social innovations. Practical implications: The methods and directions of activities limiting the negative effects of greenwashing in the context of reducing green reputation risk and improving the reputation management process were indicated. Originality/value: The article contributes to the development of reputation management theory by drawing attention to another source of reputational risk, the so-called green risk, such as greenwashing, with an indication of how to reduce or avoid it.
Źródło:
Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska; 2022, 161; 307--323
1641-3466
Pojawia się w:
Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
Dostawca treści:
Biblioteka Nauki
Artykuł
Tytuł:
Digital transformation as a challenge for SMES in POLAND in the context of crisis relating to Covid-19 pandemic
Autorzy:
Szwajca, Danuta
Rydzewska, Alina
Powiązania:
https://bibliotekanauki.pl/articles/27313532.pdf
Data publikacji:
2022
Wydawca:
Politechnika Śląska. Wydawnictwo Politechniki Śląskiej
Tematy:
digital transformation
SME
COVID-19 crisis
transformacja cyfrowa
MŚP
kryzys COVID-19
Opis:
Purpose: This article is devoted to identifying major problems and obstacles to the digital transformation of SMEs in Poland in the context of the Covid crisis and to indicating directions and methods to improve the digitisation level in the SME sector. Design/methodology/approach: This article seeks to answer the question of what the SME digitisation level in Poland is, what the main obstacles hampering the digital transformation process are and how they can be removed. The following research methods were used: reference works review, analysis of secondary sources (reports from OECD, the World Bank, the European Commission, the Polish Agency for Enterprise Development (PARP), Statistics Poland) and deductive reasoning. Findings: The digitisation level of SMEs in Poland is relatively low and the main obstacles to accelerating the digital transformation include the financial and competence limitations which can be removed only with institutional support. Practical implications: This article mentions methods and directions of measures initiated by the government and other institutions to reduce obstacles to SME digital transformation in Poland. Originality/value: The article has informative values as it contributes to the development of knowledge on the impact of the Covid-related crisis on the speed of the digital transformation in the SME sector in Poland and in other countries worldwide.
Źródło:
Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska; 2022, 161; 289--305
1641-3466
Pojawia się w:
Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
Dostawca treści:
Biblioteka Nauki
Artykuł
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