Introducing Corporate Reputation Continuity to Support Organizational Resilience Against Crises

Koronis, E. and Ponis, S. 2012. Introducing Corporate Reputation Continuity to Support Organizational Resilience Against Crises. Journal of Applied Business Research. 28 (2). doi:/10.19030/jabr.v28i2.6850

TitleIntroducing Corporate Reputation Continuity to Support Organizational Resilience Against Crises
AuthorsKoronis, E. and Ponis, S.
Abstract

As Corporate Reputation (CR) evolves into an important asset for organizations, crises and disasters stand as threats to the preservation of the reputation capital since they usually result to negative projections to their audiences and to problematic evaluations by their stakeholders. Viewing CR as the accumulated trust and positive evaluations of the stakeholders, this paper proposes a conceptual and normative framework for Reputation Continuity, which enhances the ability of organizations to preserve their reputation, instead of working for its recovery in the post-crisis period. In our approach, we propose a process of maintaining trusted links, instead of restoring them and establishing a reputation resilient organization, instead of one struggling to recover from reputation losses, after the crisis has emerged. Working closely with stakeholders during the crisis, injecting a sense of normality continuity through effective leadership and mitigating image problems are seen as critical concerns, alongside a set of managerial practices to be followed. Ultimately, it is argued that, the value-based and strategically integrated view of Business Continuity must be enhanced and supported by Reputation Continuity activities.

KeywordsReputation Continuity; Corporate Reputation; Organizational Crises; Organizational Resilience; Crisis Communications; Stakeholder Theory; Outsourcing.
JournalJournal of Applied Business Research
Journal citation28 (2)
ISSN0892-7626
Year2012
PublisherClute Institute
Digital Object Identifier (DOI)doi:/10.19030/jabr.v28i2.6850
Publication dates
PublishedMar 2012

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