{"title":"客户的组织声誉:在全球市场中利用声誉的关键见解","authors":"James Agarwal, Oleksiy Osiyevskyy","doi":"10.46697/001c.29107","DOIUrl":null,"url":null,"abstract":"Organizational reputation is a strategic asset leading to numerous firm-level benefits. Yet, the translation of favorable reputation into valuable organizational outcomes in global markets depends on whether national (vs. individual) culture is modeled. We provide a framework of customer-based ‘organizational reputation’ comprising three distinct reputational facets: product & service efficacy, market prominence, and societal ethicality, with organizational character forming a higher-order ‘halo effect’. Individual (vs. national) culture plays a significant moderating role in translating reputation into customer-specific outcomes and these insights have implications on how MNEs can form and leverage their reputation in global markets.","PeriodicalId":93253,"journal":{"name":"AIB insights","volume":"11 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2021-10-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"Organizational Reputation for Customers: Key Insights on Leveraging Reputation in Global Markets\",\"authors\":\"James Agarwal, Oleksiy Osiyevskyy\",\"doi\":\"10.46697/001c.29107\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Organizational reputation is a strategic asset leading to numerous firm-level benefits. Yet, the translation of favorable reputation into valuable organizational outcomes in global markets depends on whether national (vs. individual) culture is modeled. We provide a framework of customer-based ‘organizational reputation’ comprising three distinct reputational facets: product & service efficacy, market prominence, and societal ethicality, with organizational character forming a higher-order ‘halo effect’. Individual (vs. national) culture plays a significant moderating role in translating reputation into customer-specific outcomes and these insights have implications on how MNEs can form and leverage their reputation in global markets.\",\"PeriodicalId\":93253,\"journal\":{\"name\":\"AIB insights\",\"volume\":\"11 1\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2021-10-21\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"AIB insights\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.46697/001c.29107\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"AIB insights","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.46697/001c.29107","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Organizational Reputation for Customers: Key Insights on Leveraging Reputation in Global Markets
Organizational reputation is a strategic asset leading to numerous firm-level benefits. Yet, the translation of favorable reputation into valuable organizational outcomes in global markets depends on whether national (vs. individual) culture is modeled. We provide a framework of customer-based ‘organizational reputation’ comprising three distinct reputational facets: product & service efficacy, market prominence, and societal ethicality, with organizational character forming a higher-order ‘halo effect’. Individual (vs. national) culture plays a significant moderating role in translating reputation into customer-specific outcomes and these insights have implications on how MNEs can form and leverage their reputation in global markets.