如果它在这里有效,我们如何让它在任何地方都有效?跨国声誉转移。

AIB insights Pub Date : 2021-10-01 DOI:10.46697/001c.28211
Theresa Bernhard
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引用次数: 1

摘要

在本国享有良好声誉的公司,在国际化的过程中,应该有高度的动机将其声誉转移到国外。本文介绍了与企业声誉专家的访谈结果,并为管理者提供了切实可行的见解。研究发现,全面了解企业在各种母国利益相关者中的声誉对企业声誉转移是必要的。然后,公司需要授权参考利益相关者成为声誉大使,他们必须可靠地与东道国市场的潜在利益相关者沟通公司的积极声誉。此外,企业应该利用社交媒体作为跨境声誉转移的工具。
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If It Works Here, How Can We Make It Work Anywhere? Reputation Transfer Across Borders.
Firms with a positive home country reputation should be highly motivated to transfer their reputation abroad when they internationalize. This article presents the results of interviews with corporate reputation specialists and develops practicable insights for managers. It finds that the comprehensive understanding of the firm’s reputation among the variety of its home country stakeholders is necessary for corporate reputation transfer. Then, the firm needs to empower reference stakeholders to become reputation ambassadors, who must credibly communicate about the firm’s positive reputation with prospective stakeholders in the host market. Moreover, firms should utilize social media as a tool for cross-border reputation transfer.
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