IMPORTANCE OF REPUTATION IN THE ASSESSMENT OF CORPORATE SOCIAL RESPONSIBILITY
AbstractSuccessful organizations need to be profitable and also recognized by the general public. Therefore, organizations are becoming more socially responsible. Socially responsible actions are positively perceived. These actions together are molding the organization’s reputation. The purpose of this study was to highlight the importance of reputation in the assessment of corporate social responsibility (CSR). The purpose is realized by the secondary research, which consists of parsing the worldwide CSR ranking. Analysis, comparison, and selection are methods used in the secondary research. As the main finding, it may be considered that connections between reputation and CSR exist in three dimensions. Information from the secondary research confirms the importance of reputation in the CSR assessment. Recommendations arising from this study are that organizations should act socially responsible and they should inform the general public about their CSR performance, so that they can obtain a competitive advantage.
Bovenkerk, F., Siegel, D., & Zaitch, D. (2003). Organized crime and ethnic reputation manipulation, Crime, Law and Social Change, 39, 23-38.
Castelló, I., & Lozano, J. (2009). From risk management to citizenship corporate social responsibility: analysis of strategic drivers of change. Corporate Governance, 9(4), 373-385.
Friedman, B. A. (2009). Human Resource Management Role Implications for Corporate Reputation. Corporate Reputation Review, 12(3), 229–244.
Gottschalk, P. (2010). Policing Cyber Crime. London: Ventus Publishing ApS, 2010.
Griffin, A. (2008). New Strategies for Reputation Management: Gaining Control of Issues, Crises and Corporate Social Responsibility. London: Kogan Page, 2008.
Hemphill, T. A. (2006). Corporate internal investigations: balancing firm social reputation with board fiduciary responsibility. Corporate Governance, 6(5), 635–642.
Highhouse, S., Brooks, M. E., & Gregarus, G. (2009). An Organizational Impression Management Perspective on the Formation of Corporate Reputations. Journal of Management, 35(6), 1481–1493.
Jankal, R. (2014). The role of innovation in the assessment of the excellence of enterprise subjects. Procedia – social and behavioral sciences, 109, 541-545.
Jankalová, M. (2012). Business Excellence evaluation as the reaction on changes in global business environment. Procedia – Social and Behavioral Sciences, 62, 1056-1060.
Minor, D., & Morgan, J. (2011). CSR as Reputation Insurance: Primum Non Nocere. California Management Review, 53(3), 40-59.
Reputation Institute. (2011). Google, Apple, Disney, BMW and LEGO are the world's most reputable companies according to consumers across 15 countries. New York: Reputation Institute, 2011.
Reputation Institute. (2013). 2013 – Global CSR RepTrak® 100. Top Line Report: The Best CSR in the World (Reputation study with Consumers in 15 Countries). New York: Reputation Institute, 2013.
Reputation Institute. (2014). 2014 Global CSR RepTrak® 100: Annual Corporate Social Responsibility (CSR) Reputation Ranking. New York: Reputation Institute, 2014.
Siltaoja, M. E. (2006). Value Priorities as Combining Core Factors Between CSR and Reputation – A Qualitative Study. Journal of Business Ethics, 68, 91–111.
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (Creative Commons Attribution License 3.0 - CC BY 3.0) that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
firstname.lastname@example.org, www.iseic.cz, ojs.journals.cz