best practice in reputation management in a causal framework by dr kevin money
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Best practice in reputation management in a causal reputation framework
Kevin MoneyDirector of The John Madejski Centre for Reputation, Henley Business School
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www.henley.reading.ac.uk
Best Practice in Reputation Management: Placing Reputation in a Causal Framework The John Madejski Centre for Reputation and The Group Seminar: May 2010Dr Kevin Money, Director of the John Madejski Centre for Reputation
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Reputation & Relationships
Open with a question….
• Keep this as interactive as possible…
• Speak to your neighbour and try to answer the question.…
• Introduce yourselves, your hopes and fears for this morning and answer the question…
How do you measure and manage reputation in your organisation?
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Reputation & Relationships4
Three important questions
• With WHOM?• Reputation for WHAT?• For WHAT PURPOSE?• Be specific!
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What Is Reputation?• You don’t own or control perceptions of
others• Reputation is a perception of character• Image is the view of the organisation held
by external stakeholders• Identity is the view of the organisation held
by internal stakeholders• Reputation is the sum total of image and
identity
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Reputation Convergence of Thinking
Accounting & Finance
Strategy
Marketing
Ethics
Human Resources
Organisation
Reputation
Competitive
Advantage
Branding Messagin
g
Social Responsibility
Identity &
Culture
Governance & Risk
Valuing Intangibl
es
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Reputation & Relationships
Reputation in a Causal Framework: Predicting Behaviours
• Money & Hillenbrand (2009)
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Reputation & Relationships
• Money & Hillenbrand (2009)
Reputation in a Causal Framework: Making the Business Case
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The Corporate Personality Scale
Corporate Personalit
y
Agreeableness
Enterprise
Competence
Chic
Ruthlessness
Machismo
Informality
Warmth, Empathy, Integrity
Modern, Adventure, Boldness
Conscientiousness, Drive, Technology
Elegance, Prestige, Snobbery
Egotism, Dominance
Non-culture, Tough, RuggedCasual, Simple, Easy Going
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Reputation & Relationships 10
Harris-Fombrün Reputation Quotient
Emotional Appeal
Vision & Leadership
Products & Services
WorkplaceEnvironment
FinancialPerformance
Social Responsibility
REPUTATION
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Reputation & Relationships
Rankings Are Not Reputations
Most Admired Companies
Best Companies To Work For
Industry Leaders
Best Business Schools
Samples
Indicators• Financial soundness• Use of assets• Investment value• Company results• Quality of products and services• Management• Capacity to innovate• Ability to retain high quality employees• Social environmental responsibility
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Reputation & Relationships
Management Today, UK’s Most Admired Companies 2009
1 ?2 ? 3 ?4 ? 5 ? 6 ? 7 ? 8 ? 9 ? 10 ?
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Reputation & Relationships
Management Today, UK’s Most Admired Companies 2009
1 BSkyB 2 Tesco 3 Johnson Matthey 4 Cadbury 5 GlaxoSmithKline 6 Rolls-Royce 7 BP 8 BG Group 9 Diageo 10 Cobham
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The SPIRIT™ Model
What we found:• Awareness is not enough• Satisfaction is not enough• Its BEHAVIOUR that counts!
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Dimensions of Business Choices: From Research with Stakeholders
DIMENSIONS OF Business Choices
Keeping Commitments
Listening
Material Benefits
Non-Material Benefits
Lack of Coercion
Termination Cost
Outside Influences
Informing
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Dimensions of Success: From Research With Business Leaders
DIMENSIONS OF SUCCESS
Retention
Extension
Advocacy
Lack of Subversion
Trust
Positive Emotions
?
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Reputation & Relationships 17
Stakeholder Performance Indicator (SPI)
DIMENSIONS OF SUCCESS
Retention
Extension
Advocacy
Lack of Subversion
Trust
Positive Emotions
?
DIMENSIONS OF Business Choices
Keeping Commitments
Listening
Material Benefits
Non-Material Benefits
Lack of Coercion
Termination Cost
Outside Influences
Informing
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Linking Business Choices and Success
•Linking business choices and success
•Understanding the underpinnings of success
•Recognising the warning signs
•Methodology is key: regression and structural
equation modelling
•Reciprocity
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Stakeholder Performance Indicator and Relationship Improvement Tool (SPIRIT)
DIMENSIONS OF BUSINESS CHOICES DIMENSIONS OF SUCCESS
Listening
Retention
Material Benefits
Non-Material Benefits
Lack of Coercion
Termination Cost
Outside Influences
Extension
Advocacy
Lack of Subversion
Trust
Positive Emotions
?
Keeping Commitments
Informing
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Linking Business Choices and Success
Practical examples from past and on-going research
1. Building Societies and the Mutuality Question
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Reputation & Relationships 21
Linking Business Choices and Success
1. Building Societies and the Mutuality Question
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1. Building Societies and the Mutuality Question
Success-Challenge
Staying Mutual
Business Choice What can be done to ensure that members support this strategy?
Research Question What drives people to support mutual status?
BUSINESS CHOICES SUCCESS
Communi cation
Retention
Material Benefits
Non-Material Benefits
Keeping Commitments
Lack of Coercion
Termination Cost
Extension
Advocacy
Lack of Subversion
Trust
Positive Emotions
Staying Mutual
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1. Solution: Mutuality Question
Solution Main Driver: Non-Material Benefits
• Access to local Branches
• Service
Business Implication • Customers: Keep local branches open
• Employees: Reward staff for staying in branches
BUSINESS CHOICES
Communi cation
Material Benefits
Keeping Commitments
Lack of Coercion
Termination Cost
Non-Material Benefits
SUCCESS
Retention
Extension
Advocacy
Lack of Subversion
Trust
Positive Emotions
Staying Mutual
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Reputation & Relationships
• Money & Hillenbrand (2009)
Reputation in a Causal Framework: Making the Business Case
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Reputation & Relationships
CAUSES REPUTATION CONSEQUENCES
Reputation Model EXPERIENCES / OBSERVATIONS
BELIEFS FEELINGS / ATTITUDES
FUTURE BEHAVIOURAL INTENTIONS
Reputation Quotient
(RQ)
Fombrun (1996)
Vision &Leadership
Financial Performance
Social Responsibility
Products & Services
Workplace Environment
Emotional Appeal
Corporate Personality
Scale
Davies et al. (2003)
Agreeableness
Competence
Enterprise
Chic
Ruthlessness
Machismo
Informality
Satisfaction
SPIRIT Model
MacMillan, Money,
Downing and
Hillenbrand (2004)
Communication
Non-material benefits
Material benefits
Shared values
Keeping commitments
Coercion
Termination costs
Trust
Emotional commitment
Level of positive and
negative emotion
Advocacy
Co-operation
Extension
Retention
Subversion
Reputation in a Causal Framework:Integrating Approaches
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Take aways
•Experience builds reputation
•Reputation is linked to behaviours
•Reputation with whom? For What and For What Purpose?
•Being both Stakeholder and Values Led