IMPACTUL RISCULUI DE REPUTA IE ASUPRA PERFORMAN ELOR ORGANIZA IONALE

Afirmaia lui Warren Buffet despre faptul c este nevoie de 20 ani pentru a cldi o reputaie i doar 5 minute pentru a o distruge, este probabil una dintre cele mai vehiculate i totodat intrigante referine asupra conceptului reputaiei. Aceast fragilitate extrem este o trstur ce suscit necesitatea unor studii aprofundate amnunit asupra determinanilor reputaiei i mai ales asupra riscului de reputaie i a modului n care acesta poate fi gestionat. Importana riscului de reputaie la nivel organizaional este relevat de numeroase studii (citri de astfel de studii: Shefrin (2001) analizeaz diferite inadvertene ce apar n sectorul financiar pornind de la percepia asupra reputaiei... Cercetarea realizat de Economist Intelligence Unit in 2005 (White Paper Reputation: Risk of risks, 2005) a chestionat 269 de manageri, rugndu-i s prognozeze cum anumite categorii de riscuri le-ar putea afecta afacerea. Rspunsurile au poziionat pe primul loc riscul de reputaie (52%) prin prisma pierderilor indirecte pe care un eveniment grevat de un astfel de risc le-ar putea genera. Alte argumente/corelaii ntre riscul de reputaie i ali indicatori...

Bibliografie ce urmeaz s fie studiat:

1. Botelho, G. (2004), Building and Rebuilding Reputations: Executives Face Challenges in Post-Scandal World, retrieved from http://www.cnn.com/SPECIALS/2004/global.influentials/stories/overview/ on 17th March 2010 2. Cravens, K., Oliver, E. & Ramamoorti, S. (2003), The Reputation Index: Measuring and Managing Reputation, European Management Journal Vol. 21, No. 2, pp. 201 212 3. Larsen, D. (2002), Determining the relationship between investor relations and reputation, paper presented at the 6th International Conference on Corporate Reputation, Identity and Competitiveness, Boston . 4. Rochette, Michel (2007), Reputation risk, retrieved from http://www.soa.org/files/pdf/lsprng07-001-rochette.pdf on 1st of April, 2010 5. Shefrin, H. (2001),Do investors expect higher returns from safer stocks than from riskier stocks? The Journal of Psychology and Financial Markets , No. 2, pp.176 181 6. Turner, M. (2004), Reputation risk and governance, Risk management topic paper No. 6 7. ***Economist Intelligence Unit, White Paper Reputation: Risk of risks, 2005, retrieved from http://www.onlinereputationmanagement.org/images/WhitePapers/risk_reputation_report_onlinereputation-management-solutions.pdf on 29th March 2010