Corporate Reputation
Introduction
Corporate Reputation and Marketing, Special issue of Australasian Marketing Journal, Edited by Brendan Gray and Sabrina Helm,; Deadline 31 Mar 2008
 : : : Posting
: : call |
Related ARContent: |
Australasian Marketing Journal (AMJ)
Special Issue on:
"Corporate Reputation and Marketing"
Deadline for submissions: March 31, 2008
An organisation’s reputation is one of its most complex and valued assets. Yet, there is rising public concern about the appropriateness of traditional capitalist business models, especially given the questionable ethical behaviour of many firms in the post-Enron era. As a result, researchers from different academic domains, managers in various industries, and delegates of international institutions such as the World Economic Forum have highlighted the need for firms to scrutinize their reputations and seek ways to regain trust and credibility.
To date, little is known about how stakeholders develop an appreciation of a firm’s corporate reputation or why stakeholders react to reputation management activities in different ways. However, the outcomes of a good reputation are claimed to be manifold, including: loyal and less price-conscious customers; motivated employees; easier access to capital markets; greater ability to attract top suppliers and partners; and more supportive reactions from actors in the fields of politics, media, and the general public. Far less is known, though, about the effectiveness of different approaches to enhance or protect corporate reputation, or how reputation management can be integrated into marketing and other organisational functions. Therefore, there is a need for more extensive research to generate knowledge and frameworks to help firms manage their reputations more effectively.
The editors of this special issue encourage the submission of high-quality theoretical and empirical papers which analyse this field of enquiry from a variety of perspectives. Possible topics include, but are not limited to, issues such as:
- Corporate communications’ role in shaping reputation
- Marketing communications (advertising, PR or IMC) and reputation management
- Does it pay to have a good reputation?
- Assessing reputation "value" from financial and stakeholder perspectives
- Shareholder value and reputation management: The role of financial communications
- How do stakeholders develop an appreciation of corporate reputation?
- Using reputation to attract customers, suppliers, partners and/or employees
- Customer orientation and corporate reputation
- Internal marketing and corporate reputation
- The role of corporate reputation in service marketing
- Communicating reputation in B2B and B2C markets
- Embeddedness of corporate reputation in multi-national/multi-product firms
- Managing reputation in different markets: Cross-cultural implications
- Reputation management in an e-business environment
- Aligning product, brand and corporate reputations
- Supply chain management and corporate reputation
- Reputation management and corporate responsibility: Two sides of the same coin?
- Managing risk by managing reputation
- Can reputation management be outsourced effectively?
- Authenticity of corporate reputation
- The reputation of the marketing concept and/or marketing function
Contributors should note:
This call is open and competitive, and the submitted papers will be blind reviewed in the customary way. Submitted papers must be based on original material not under consideration by any other journal or outlet.
The deadline for submissions is March 31, 2008. Final proofs will need to be checked by December, 2008. The special issue is due to be published in early 2009.
Papers to be considered for this special issue should be submitted online. Please direct questions about the submission process, or any administrative matter, to Richard Varey, Editor of the Australasian Marketing Journal, University of Waikato, at amjeditorial@waikato.ac.nz. Submit your article directly to the guest editors. We do not accept hardcopy submissions.
The guest editors of the special issue are happy to discuss initial ideas for papers, and can be contacted directly:
Brendan Gray, University of Otago, New Zealand [BGray@business.otago.ac.nz]
Sabrina Helm, Witten/Herdecke University, Germany [Sabrina.Helm@uni-wh.de]