声誉产品定律的NBA案例

声誉产品是那些能为企业赢得声誉与竞争优势的产品，它们通常具有以下特征：优异可靠的产品质量、单品的高销量、突出的可传播要素、对企业的卓越贡献。NBA的篮球巨星们有着极其出色的身体素质和篮球技巧、巨大的票房号召力、鲜明的个性与运动精神、对球队及NBA联盟的不凡贡献，这些正是声誉产品的主要特征。     

国内外企业声誉管理研究报告

策划人语:企业声誉是反映企业管理和控制有效性的重要标志;声誉管理是对企业声誉在创建、维护以及发生危机时所采取有效解决方法的一种管理。良好声誉让诸多企业基业长青,声名狼藉也使不少企业一蹶不振,甚至一败涂地。声誉的魔力令我们不得不刮目相看,倍加重视与珍惜。在社会多元化与经济一体化的时代,企业的声誉如同潮水一般起落不定。如何使企业声誉日盛、生意兴隆?如何让企业一旦危机来临能挽狂澜于既倒、转危为安?声誉管理让我们懂得创建与维护公司声誉的重要性,明白企业需要在市场交往中准确运用符合规范的行为与科学合理的技巧,使企业及其产品获得社会公众的称誉。本期推出这一组有关声誉管理的文章,就在于帮助读者认识企业声誉、了解如何创建企业声誉和管理企业声誉。     

企业竞争力对中小企业国际化绩效的影响研究

文章采用结构方程的分析方法,分析了企业自身竞争力对我国中小企业国际化绩效的影响进行了研究。发现:企业的声誉对财务绩效有显著影响;企业声誉对非财务绩效并没有显著影响;企业的产品能力对国际化非财务绩效有显著影响;产品的能力对财务绩效的影响并不显著;企业的员工能力无论是对财务绩效还是对非财务绩效都影响显著。     

以声誉产品观念引领企业成长

企业成长必须以关键产品为支撑,这些关键产品通常称之为主导产品。但新的市场环境的变化与企业理论的演进。使得主导产品的称谓已不恰当,不能涵盖这些产品的内涵与影响,在产品营销实践中易形成错误导向。而声誉产品是一个新的可以准确表达这些关键产品的概念。换言之,企业的关键产品应由主导产品观念走向声誉产品观念。     

企业社会责任行为对消费者关于公司声誉评价的影响

文章通过实验法对410名学生的测试,探讨了企业社会责任行为与消费者关于公司声誉评价之间的关系。同时探讨了产品特征(产品价格信号)和消费者个人特征(企业社会责任支持和企业社会责任能力信任)对这一关系的调节作用。结果发现:企业社会责任行为对消费者公司声誉评价有显著影响,同时产品特征和消费者个人特征对这一关系具有调节作用。     

企业声誉和券商声誉对分析师预测准确度的影响研究

文章以声誉公司和对照公司、声誉券商和非声誉券商六年的分析师预测数据为依据,根据配对样本t检验探究声誉对分析师预测的影响,结果证明,高声誉企业与对照企业的分析师预测误差度存在显著差异,高声誉券商与对照券商的分析师预测误差度也存在显著差异。实证结果发现,对于高声誉的企业,其正预测误差比例小于对照企业,分析师对高声誉企业并未预测的过于乐观;企业的声誉越高,分析师的盈余预测越准确、误差越小;在高声誉券商就职的分析师,其预测较在普通券商就职的分析师准确度高、误差小;高声誉可以减小企业因往年每股盈余波动较大导致的分析师预测误差。     

上市公司管理者声誉激励机制及其影响

第一,声誉和媒体影响力。一是声誉。声誉理论有个人声誉理论和组织声誉理论两大分支。高管声誉是指企业高管人员作为行为主体时,其特定行为与能力给交易对象和利益相关者留下的印象,即利益相关者对其行为与能力的看法。高管人员声誉建立在其日常行为基础之上。良好的声誉等于向各种利益相关者发出关于企业管理质量等信号,使其得到利益相关者的信赖,从而取得各方的支持。由于声誉的信号传递作用,不仅能降低市场中的信息不对     

品牌使用的九条策略

经典的营销理论认为，品牌不仅是企业产品的“姓名”、产品的品质，而且代表产品的功能与服务水平，是维系经营者提高企业声誉、扩大产品认知度的关键。因此，企业在市场营销活动中，均涉及对品牌的运用。     

产品市场与资本市场分离之尴尬——基于中国交叉上市样本的分析

截至2011年12月31日,我国共有70家企业实现境内外交叉上市,其中36家企业先于境外上市,而后回归国内A股市场。本文测算这36个样本交叉上市前两年的海外营业收入占比和海外股权融资占比,发现上述样本在回归A股市场之前,来自于海外市场的营业收入占比平均不足10%,但其流通股本全部来自于境外市场,占总股本的比重平均高达33.17%,交叉上市企业面临资本市场与产品市场分离的尴尬处境。这种分离割裂了两个市场之间的良性互动,企业难以将其在海外资本市场累积的声誉转化为国内产品市场的声誉,不利于其产品市场竞争力的提升。本文的研究旨在为后续基于中国样本之交叉上市动因研究奠定基础。     

CVC母公司声誉、地理相关性与企业创新

以我国2009—2019年深圳中小板和创业板上市公司为研究样本,分析CVC母公司声誉对企业创新能力的影响,并进一步检验CVC母公司与创业企业之间的地理相关性在其中的调节作用。研究发现：CVC母公司声誉有助于企业创新能力的提高,CVC母公司与创业企业之间的地理相关性,能强化CVC母公司声誉对企业创新的积极作用;CVC母公司声誉对企业创新能力的提升作用在创始人具有经营控制权、CVC母公司参与度较高的企业中更为显著。进一步探究内在动因及经济后果发现,高声誉CVC母公司提升被投资企业创新能力的动机是为了获得战略回报,其后果表现为提高被投资企业的实质性创新水平。最后,机制检验表明高声誉CVC母公司通过更长的投资期限和缓解被投资企业融资约束来促进企业创新。     

Doing good or choosing well? Corporate reputation,CEO reputation,and corporate financial performance

Using data from Taiwan’s top 150 listed companies over the period 2003 to 2014, our study explores the influence of CEO reputation and corporate reputation on the financial performance of companies. The analysis focuses especially on the interaction between CEO reputation and corporate reputation to identify which dimension of reputation is more relevant to firm performance. We show that, though both corporate reputation and CEO reputation have an individual impact that benefits the financial performance of the company, the impact of CEO reputation is more persistent across different time periods and more comprehensive across different industries. Furthermore, we find that CEO reputation still has a positive impact on firm performance when corporate reputation is poor, indicating that CEO reputation is more important to firm performance. To pursue better financial performance, should a company make greater effort to build a good corporate reputation, or merely recruit a CEO with a good reputation? Our suggestion here is simple: “choosing well” is better than “doing good.”     

A neural network based reputation bootstrapping approach for service selection

With the concept of service-oriented computing becoming widely accepted in enterprise application integration, more and more computing resources are encapsulated as services and published online. Reputation mechanism has been studied to establish trust on prior unknown services. One of the limitations of current reputation mechanisms is that they cannot assess the reputation of newly deployed services as no record of their previous behaviours exists. Most of the current bootstrapping approaches merely assign default reputation values to newcomers. However, by this kind of methods, either newcomers or existing services will be favoured. In this paper, we present a novel reputation bootstrapping approach, where correlations between features and performance of existing services are learned through an artificial neural network (ANN) and they are then generalised to establish a tentative reputation when evaluating new and unknown services. Reputations of services published previously by the same provider are also incorporated for reputation bootstrapping if available. The proposed reputation bootstrapping approach is seamlessly embedded into an existing reputation model and implemented in the extended service-oriented architecture. Empirical studies of the proposed approach are shown at last.     

金融中介机构声誉对IPO公司财务报告舞弊的影响——以万福生科为例

随着承销商等金融中介机构的主体地位不断提高,金融中介机构声誉在IPO市场中的作用越来越重要。在金融市场财务报告舞弊案频出的背景下,本文以万福生科财务报告舞弊案为案例,归纳了相关金融中介机构的失职行为,分析了我国金融中介机构声誉机制在上市公司财务报告舞弊过程中监督约束作用的有效性,揭示了金融中介机构声誉机制失效的原因。研究发现,我国金融中介机构声誉机制发展得并不完全,即使有着较高声誉的金融中介机构在我国证券市场中仍没有足够的激励促进其产生较高质量的监管行为,难以利用声誉机制规范金融中介机构行为,提高公司财务信息质量。本文为如何提高金融中介机构声誉机制的有效性,并借助金融中介机构声誉规范和监督上市公司财务行为提供了参考与借鉴。     

Debt renegotiation under reputation concerns and tolerance for failure

We propose a career concern model where a privately informed entrepreneur reports the firm financial situation. On this basis, the creditor may offer debt renegotiation. Due to reputation concerns, the entrepreneur may feel reluctant to restructure and may manipulate information. We analyze how creditor attitude towards failure and entrepreneurs reputation concerns interact and influence the restructuring decision. We show that debt renegotiation under more lenient conditions discourages manipulation because entrepreneurs are ensured that their reputation will not suffer from revealing financial difficulties. Intolerant creditors make entrepreneurs more concerned about reputation weakening their incentives to restructure, leading to inefficient continuation of investments.     

Does Reputation Contribute to Reducing Organizational Errors? A Learning Approach

In this study I examine the effect of a firm's reputation for product quality on its effort in learning to reduce its product defect rate. Theoretical ideas on the motivation of learning associated with social aspiration levels and the self-serving bias combined with social categorization suggest that poor quality reputation firms are more likely than their counterparts with a good reputation to attend to potential product defects and consequently reduce their defect rate. However, a stream of research on the motivation of learning stemming from historical aspiration levels and slack search leads to a different argument: a reputation for good quality is more likely to provide firms with a motivation to avoid product defects. I build upon these two competing arguments and hypothesize that stronger motives for learning exist in situations where firms have either a weak or strong reputation for product quality. My study of product recalls in the US automotive industry highlights an inverted U-shaped relationship, indicating the liability of an intermediate reputation in reducing product defects.     

Adverse selection and reputation in a world of cheap talk

Internet message boards are inherently a world of cheap talk due to the anonymity of message authors. This paper investigates whether a pecuniary reputation system influences the adverse selection problem endemic to message boards. First, we find evidence that authors with high reputation scores are less likely to voluntarily offer a buy–hold–sell sentiment in a particular message. Second, we find that authors with no reputation at stake tend to be more bearish with their sentiment but, after controlling for selection, authors with more reputation at stake tend to be bullish in their sentiment. Third, we find that high-reputation authors tend to offer more accurate sentiments on the day their message was posted, which suggests day-trading behavior by authors, but that higher-reputation authors are no more accurate than others after the day of posting. Our results suggest that reputation, coupled with a small pecuniary reward system, can materially influence the adverse selection problem in a world of cheap talk.     

The Interaction of Top Management Group,Stakeholder, and Situational Factors on Certain Corporate Reputation Management Activities*

abstract This study examines when a firm's members are most likely to promote and defend its reputation. Building on past research in impression management theory and the upper‐echelons perspective, I argue that firms facing increased visibility among different stakeholder groups will increase corporate reputation management activities towards those groups and decrease activities towards other groups. I further argue that top management group characteristics will moderate these relationships, suggesting that certain top management groups are more attuned to the situational needs of reputation management. A set of hypotheses are tested using pooled cross‐sectional time‐series data on a set of Fortune 500 companies. Results indicate that firms generally directed reputation management activities towards their more visible stakeholders. However, the type and extent of reputation management behaviour varied. Specifically, for firms whose top management groups were more highly educated or output oriented, highly visible situations with the media were more likely to be associated with a higher use of press releases. Moreover, those same firms devoted more resources to mass media advertising under situations of high consumer visibility compared to firms whose top management groups were less educated or throughput oriented.     

How Do Environmental Violation Events Harm Corporate Reputation?

This study, based on attribution theory, provides empirical evidence for how environmental violation events (EVEs) damage corporate reputation, using media reputation as a proxy. Hypotheses are developed to address the influences of violating firms’ past environmental behaviors and ownership on the reputational effect of EVEs. The results show that firms with a history of unfavorable behaviors (precedent environmental violation) are deemed by the media to be more culpable for adverse environmental events and consequently suffer more damage to their reputation, while for firms with a favorable environmental record (environmental awards and honors gained) the reputational harm of an EVE is alleviated to some extent. EVEs cause more reputational damage to foreign‐owned enterprises than to domestic‐owned firms. These findings reveal that certain company behaviors could exert an indirect effect on a firm's reputation by influencing public perception of later relevant behaviors, and imply a discriminatory treatment in a host country for foreign‐owned enterprises. Copyright © 2014 John Wiley & Sons, Ltd and ERP Environment     

企业声誉与内部控制缺陷隐藏：抑制还是庇护

基于声誉视角,探讨了非正式制度对微观企业行为的影响,通过选取2012年至2019年我国沪深A股上市公司数据,就企业声誉与内部控制缺陷隐藏行为的关系展开分析。研究表明：企业声誉抑制而非庇护了管理层的内部控制缺陷隐藏行为,即企业声誉越高,内部控制缺陷隐藏行为越少,隐藏程度越低。进一步研究发现,相对于国有企业、管理层未持股企业以及东部地区的企业,企业声誉对内部控制缺陷隐藏行为的抑制作用在非国有企业、管理层持股企业以及中西部地区的企业中更为明显。把企业声誉和内部控制缺陷隐藏纳入同一研究框架,既证实了企业声誉具有治理的功能,又拓宽了内部控制缺陷披露的研究视野,具有重要的理论价值与现实意义。     

Underwriter reputation and IPO issuer alignment 1981–2005

We examine the long-term performance and characteristics of firms that went public from 1981 to 2005. We find that long-run returns declined and the proportion of failed and failing firms increased with underwriter reputation. The IPOs marketed by the more reputable underwriters were more likely to fail or be failing in the post-1980s period, but were still better than those of less reputable counterparts. The characteristics of the firms marketed by the more reputable underwriters did not appear to change substantially from decade to decade. We conclude that external market forces rather than conscious changes by underwriters caused the shift in the relation between failure rates and underwriter reputation from the 1980s to the subsequent period. We also find the “flip” in relationship between underwriter reputation and initial IPO return identified in the literature disappears after controlling for additional factors.