Thesis (MBA)--Stellenbosch University, 2004. / Some digitised pages may appear illegible due to the condition of the original hard copy / ENGLISH ABSTRACT: Since the 1990's researchers have been adding different perspectives to the phenomenon of corporate reputation and its management (Fombrun, 2002a: x; Gotsi & Wilson, 2001: 99). To some extent, the growing attention paid to this topic has come from a consciousness about prevailing trends in the current business landscape, such as the ongoing globalisation, the proliferation of media, the public's new focus on transparency and social responsibility, as well as an avalanche of corporate crises. Yet, besides leading to an unfortunately high fragmentation of the study subject in the academic area, a result of this rapidly increasing interest seemed to be a lack of practitioner's knowledge about the nature, potential, and practical implication of this new management issue (Abratt, 2001: 368). With the general aim to examine this assumed gap between reputation theory and practice, this empirical study therefore presents a preliminary attempt to explore how corporate reputation is approached in real business life. It focuses on the German business environment and seeks to investigate companies' current understanding of corporate reputation, as well as their moves towards fostering and protecting it. To be able to explore corporate reputation management in this particular business environment, the study uses a qualitative research design, for which a range of in-depth interviews are conducted with 18 managers of German companies. The results of this empirical research reveal how German companies understand, value, and approach the issue of reputation and its management. Examining the responses, it becomes evident that, although German companies attach high importance to the reputation issue, even with regard to a strategic consideration, they demonstrate a less specific and less pro-active approach when putting reputation management into practice. After all, this research project informs academics about areas in reputation management that still require theoretical underpinning, whereas practitioners can gain unique insights into what the current reputation management practice looks like and how it could possibly be improved. Thus, the ultimate value of this study stems from providing a bridge which enables these two groups to learn from and move towards one another. / AFRIKAANSE OPSOMMING: Navorsers het sedert die 1990s verskillende bydraes met betrekking tot die begrip, die reputasie van 'n maatskappy en die bestuur daarvan, gemaak (Fombrun, 2002a: x; Gotsi & Wilson, 2001: 99) Die groeiende belangstelling in hierdie onderwerp het tot 'n mate te doen met die bewuswording van heersende tendense in die sake-omgewing: toenemende globalisering; groei van die media; die publiek se aandrang op deursigtigheid en sosiale verantwoordelikheid; sowel as 'n stortvloed van korporatiewe krisisse. Tog, benewens die feit dat hierdie belangstelling tot die ongelukkige verbrokkeling van die studie-onderwerp op akademiese gebied lei, volg daar ook 'n gebrek aan praktiese kennis aangaande die aard, potensiaal en praktiese implikasies van hierdie nuwe bestuursgeskilpunt (Abratt, 2001: 368). Die doel van hierdie studie is om ondersoek in te stel na die veronderstelde gaping tussen die teorie en praktyk van reputasie-bestuur. Hierdie empiriese studie behels 'n voorlopige ondersoek na die hantering van 'n maatskappy se reputasie in die sake-wêreld. Dit fokus op die sake-omgewing in Duitsland en doen ondersoek na maatskappye se huidige opvattings oor korporatiewe reputasie sowel as die pogings wat deur maatskappye aangewend word om sodanige reputasie te bevorder en te beskerm. Die studie gebruik 'n kwalitatiewe ondersoekmetode in 'n poging om die bestuur van die korporatiewe reputasie in hierdie spesifieke sake-omgewing te ondersoek. Daar is gebruik gemaak van 'n aantal in-diepte onderhoude wat met 18 bestuurders van Duitse maatskappye gevoer is. Die bevindings van hierdie empiriese ondersoek dui aan hoe Duitse maatskappye die kwessie van maatskappy-reputasie, en die bestuur daarvan, begryp, na waarde skat, en benader. 'n Ontleding van die respondente se terugvoer lewer stawende getuienes dat, alhoewel hulle baie waarde heg aan die kwessie van reputasie, selfs met betrekking tot strategiese oorwegings, Duitse maatskappye 'n minder gedefinieerde en minder pro-aktiewe benadering volg sover dit die praktiese bestuur van reputasie betref. Ten slotte word bydraes gemaak ten opsigte van die akademiese kennis in die veld van reputasie-bestuur wat steeds mank gaan aan 'n teoretiese onderbou, terwyl die praktiese veld unieke insigte met betrekking tot huidige praktyke in reputasie-bestuur, en hoe dit verbeter kan word, bykry. Die uiteindelike waarde van die studie lê daarin dat dit kennis verskaf wat hierdie twee groepe bymekaar kan laat leer, en nader na mekaar kan laat beweeg.

Reputação tornou-se, no contexto contemporâneo, um valor que norteia os discursos e as atitudes de organizações e indivíduos na contemporaneidade. Para as organizações capitalistas tornou-se um ativo de geração e manutenção do seu valor de capital numa ambiência cada vez mais orientada pela intangibilidade, imaterialidade e no entendimento das significações produzidas pelos variados sujeitos contemporâneos integrados pelas redes de relacionamento virtuais suportadas pelas Tecnologias de Informação e Comunicação-TICs. O grande objeto tranformador dessa realidade, a comunicação, tornou-a um instrumento de poder e validador de legitimidade, inclusão ou exclusão. Ela tornou-se processo, saindo de sua ação funcional para exercer àquela demandada pelas organizações: a de agente de interação, entendimento e do nível de porosidade interna do entendimento das significações e demandas do ambiente externo. A pesquisa conduzida neste estudo projeta reputação sob as interpretações e as essências surgidas das falas dos sujeitos gestores das organizações, das classes e daqueles em interação em ambiente virtual de uma rede colaborativa, comparadas à norma e ao discurso global do Reputation Institute. Buscou-se entendimento sob a ótica dos individuos gestores da Comunicação e da Comunicação bem como das classes que os representam. Procurou-se tambem entender como o termo se manifesta na contemporaneidade, a partir do levantamento dos estudos produzidos no Brasil e em quais campos eles mais são produzidos. Com relação aos sujeitos organizacionais foram considerados os da gestão da Comunicação Corporativa, da gestão de Marca e Comunicação Institucional e da gestão de Relação com Investidores do Itaú- Unibanco; o gestor de Marketing/Comunicação e do negócio da Lecom-Comunicação Digital; da Comunicação Corporativa da SAP Brasil; representantes da Abracom-Associação Brasileira das Agências de Comunicação, do Conrerp/Sudeste/Sul-Conselho Regional de Relações Publicas e do IBRI-Instituto Brasileiro de Relações com Investidores. Reputação se manifesta, na pesquisa, como norma. Ela apresenta indicadores para uma gestão diferenciada de reputação, a partir das essências dos sujeitos participantes. Como norma, reputação se mostra como instrumento que assegura o controle de comportamentos de forma a alinhar práticas e discursos e atitudes que garantam confiança e credibilidade de acionistas, investidores, publicos de relacionamento e da sociedade. Na integração de todos os sujeitos, o estudo mostrou que é possível a arquitetura de um modelo gestor de reputação integrador sustentado nas variaveis humanas, que leve à evolução de todos os sujeitos a partir dos valores e normas que permeiam cada agrupamento e a partir do qual gera confiança e pode tornar a organização referencial de construção de novos valores e padrões normativos integrados / Reputation has become in a contemporary context, a value that guides speeches and attitudes of organizations and individuals in the contemporary present. For capitalist organizations it has turned in an asset of generation and maintenance of its capital value in an ambience of increasing orientation by intangibility, immateriality and understanding of meanings produced by varied contemporary actual subjects integrated by virtual relationships networks supported by Communication and Information Technologies - CITs. The great transforming object of this reality, the communication, it made the communication an instrument of power and a legitimacy, inclusion or exclusion validator. It has changed to a process, moving from its functional action role to perform those demanded by organizations such as: agent of interaction, and of the level of understanding internal porosity of the meanings and demands of the external environment. The research led in this tesis highlights reputation under interpretations and essences extracted from organizations managing subjects, their representative classes and those interacting in a collaborative virtual environment network speeches, compared to the standard and the global discourse of the Reputation Institute. The understanding was based on the perspective of Communication and the Capital Management individuals. Also sought to understand how the term is manifested (expressed) in contemporary times currently, based on the researches produced in Brazil and in which fields they are produced more , available in the research environment google. Regarding to organizational subjects this reseach considered the Management of Corporate Communications , Brand and Corporate Communications Management and Management Itaú Unibanco Investors Relationship; Manager of Marketing /Communications and Business of Lecom - Comunicação Digital; Corporate Communication of SAP Brazil; representatives of Abracom - Associação Brasileira das Agências de Comunicação; CONRERP / South East / Southern -Conselho Regional de Relações Públicas and IBRI - Instituto Brasileiro de Relações com Investidores. Reputation is manifested in the research as a norma. It presents elements for a noteworthy reputation management, based on the essences of the participating subjects. As a norm, reputation is seen as a path to ensure control of behaviors in order to align practices, discourses and attitudes to assure confidence and trust of shareholders, investors , stakeholders and society . The study demonstrated that is possible to design an integrating reputation management model supported by human variables and subjects integration, leading to the evolution of all subjects based on the values and standards instilled in each group and from which can generate confidence and may place the organization as a reference leader for new values and integrated normative standards

Magistro darbo objektas yra nevyriausybinės organizacijos vidinė komunikacija ir jos įtaka reputacijos valdymui. Darbo tikslas – išanalizavus nevyriausybinės organizacijos reputacijos valdymo kontekstą, išnagrinėti nevyriausybinės organizacijos vidinės komunikacijos taikymo reputacijos valdyme galimybes. Darbo uždaviniai: išanalizuoti nevyriausybinės organizacijos reputacijos valdymo poreikius; išnagrinėti organizacijos reputacijos tematikos tyrinėtojų sukurtus organizacijos reputacijos valdymo modelius ir jų pritaikymo galimybes nevyriausybinės organizacijos reputacijos valdyme; išanalizuoti nevyriausybinės organizacijos vidinės komunikacijos veiksnius ir jų įtaką nevyriausybinės organizacijos reputacijos valdymui; išnagrinėti pasirinktos nevyriausybinės organizacijos vidinės komunikacijos veiksnius, turinčius įtakos organizacijos reputacijos valdymui ir pateikti rekomendacijas dėl vidinės komunikacijos taikymo reputacijos valdyme. Naudojantis mokslinės literatūros analizės metodu, padarytos išvados, kad nevyriausybinės organizacijos reputacijos valdyme svarbu atsižvelgti į pagrindinius nevyriausybinių organizacijų bruožus: institucionalizavimą, pelno nesiekiančios veiklos vykdymą, savivaldos ir savanoriškumo principus. Nevyriausybinės organizacijos reputacijos valdyme galima taikyti daugelį tyrinėtojų siūlomų reputacijos valdymo modelių, tačiau modeliai turi būti pritaikomi atsižvelgiant į konkrečios organizacijos specifiką, dydį, vidinių grupių skaičių, veiklos formas... [toliau žr. visą tekstą] / The object of this study is non-governmental organization’s internal communication and its role in reputation management. The aim of this study is to analyse the context of non-governmental organization reputation management and according to it find out the significance of the internal communication factors in non-governmental organization reputation management. The tasks of the study: to analyse the factors which have settled the need of non-governmental organization reputation management; to analyse organization reputation management models and opportunities for non-governmental organization reputation management; to analyse internal communication factors and application of these factors in non-governmental organization reputation management; to analyze chosen organization‘s internal communication factors what may have influence to organizations reputation management as well as make recommendations for the chosen organization‘s internal communication factors applying in reputation management. Analysis of science literature has indicated that in non-governmental organizations reputation management it is important to take account of the main features of non-governmental organizations: institutionalization, non-profit activity, self-government and voluntary principles. In non-governmental organizations reputation management could be used many researchers proposed reputation management models, but these models would be adapted to the specificities of a particular organization... [to full text]

Reputação tornou-se, no contexto contemporâneo, um valor que norteia os discursos e as atitudes de organizações e indivíduos na contemporaneidade. Para as organizações capitalistas tornou-se um ativo de geração e manutenção do seu valor de capital numa ambiência cada vez mais orientada pela intangibilidade, imaterialidade e no entendimento das significações produzidas pelos variados sujeitos contemporâneos integrados pelas redes de relacionamento virtuais suportadas pelas Tecnologias de Informação e Comunicação-TICs. O grande objeto tranformador dessa realidade, a comunicação, tornou-a um instrumento de poder e validador de legitimidade, inclusão ou exclusão. Ela tornou-se processo, saindo de sua ação funcional para exercer àquela demandada pelas organizações: a de agente de interação, entendimento e do nível de porosidade interna do entendimento das significações e demandas do ambiente externo. A pesquisa conduzida neste estudo projeta reputação sob as interpretações e as essências surgidas das falas dos sujeitos gestores das organizações, das classes e daqueles em interação em ambiente virtual de uma rede colaborativa, comparadas à norma e ao discurso global do Reputation Institute. Buscou-se entendimento sob a ótica dos individuos gestores da Comunicação e da Comunicação bem como das classes que os representam. Procurou-se tambem entender como o termo se manifesta na contemporaneidade, a partir do levantamento dos estudos produzidos no Brasil e em quais campos eles mais são produzidos. Com relação aos sujeitos organizacionais foram considerados os da gestão da Comunicação Corporativa, da gestão de Marca e Comunicação Institucional e da gestão de Relação com Investidores do Itaú- Unibanco; o gestor de Marketing/Comunicação e do negócio da Lecom-Comunicação Digital; da Comunicação Corporativa da SAP Brasil; representantes da Abracom-Associação Brasileira das Agências de Comunicação, do Conrerp/Sudeste/Sul-Conselho Regional de Relações Publicas e do IBRI-Instituto Brasileiro de Relações com Investidores. Reputação se manifesta, na pesquisa, como norma. Ela apresenta indicadores para uma gestão diferenciada de reputação, a partir das essências dos sujeitos participantes. Como norma, reputação se mostra como instrumento que assegura o controle de comportamentos de forma a alinhar práticas e discursos e atitudes que garantam confiança e credibilidade de acionistas, investidores, publicos de relacionamento e da sociedade. Na integração de todos os sujeitos, o estudo mostrou que é possível a arquitetura de um modelo gestor de reputação integrador sustentado nas variaveis humanas, que leve à evolução de todos os sujeitos a partir dos valores e normas que permeiam cada agrupamento e a partir do qual gera confiança e pode tornar a organização referencial de construção de novos valores e padrões normativos integrados / Reputation has become in a contemporary context, a value that guides speeches and attitudes of organizations and individuals in the contemporary present. For capitalist organizations it has turned in an asset of generation and maintenance of its capital value in an ambience of increasing orientation by intangibility, immateriality and understanding of meanings produced by varied contemporary actual subjects integrated by virtual relationships networks supported by Communication and Information Technologies - CITs. The great transforming object of this reality, the communication, it made the communication an instrument of power and a legitimacy, inclusion or exclusion validator. It has changed to a process, moving from its functional action role to perform those demanded by organizations such as: agent of interaction, and of the level of understanding internal porosity of the meanings and demands of the external environment. The research led in this tesis highlights reputation under interpretations and essences extracted from organizations managing subjects, their representative classes and those interacting in a collaborative virtual environment network speeches, compared to the standard and the global discourse of the Reputation Institute. The understanding was based on the perspective of Communication and the Capital Management individuals. Also sought to understand how the term is manifested (expressed) in contemporary times currently, based on the researches produced in Brazil and in which fields they are produced more , available in the research environment google. Regarding to organizational subjects this reseach considered the Management of Corporate Communications , Brand and Corporate Communications Management and Management Itaú Unibanco Investors Relationship; Manager of Marketing /Communications and Business of Lecom - Comunicação Digital; Corporate Communication of SAP Brazil; representatives of Abracom - Associação Brasileira das Agências de Comunicação; CONRERP / South East / Southern -Conselho Regional de Relações Públicas and IBRI - Instituto Brasileiro de Relações com Investidores. Reputation is manifested in the research as a norma. It presents elements for a noteworthy reputation management, based on the essences of the participating subjects. As a norm, reputation is seen as a path to ensure control of behaviors in order to align practices, discourses and attitudes to assure confidence and trust of shareholders, investors , stakeholders and society . The study demonstrated that is possible to design an integrating reputation management model supported by human variables and subjects integration, leading to the evolution of all subjects based on the values and standards instilled in each group and from which can generate confidence and may place the organization as a reference leader for new values and integrated normative standards

Change and the management thereof has become an integral part of management. To survive and prosper in the future, organisations have to understand the internal and external forces of the constantly changing world in which they operate. One example of the implications of change is the role of the communication practitioner that evolved from that of a technician to a strategist during recent decades. The communication practitioner has to realise that research is an effective tool to prove the value of the communication function. This study explores the use of environmental scanning as a strategic tool for an organisation to obtain a competitive edge. Knowledge management and the measurement of relationships in communication are closely related to environmental scanning. Environmental scanning is a process by which an organisation learns about events and trends in the internal and external environment. It helps establishes relationships between these trends and considers the main implications for problem identification and decision making. Any scientific research should be done against a theoretical framework. The systems theory and the information gap theory provide the theoretical framework for this study. Empirical research was conducted amongst the principals, marketing directors; information technology directors and scenario planners of all universities, technikons and registered private universities in South Africa. A total response rate of 58.7% was realised. A major finding was that, although most universities and technikons conduct environmental scanning and rate it as very important, there is no formalised, strategically aligned effort to integrate the findings with the strategic direction of the institution. The impact of environmental scanning on the respondents’ institutions is rated as significant to very significant. A revised model of environmental scanning was subsequently proposed. This model can also serve as a basis for future research and development. In spite of the different ways in which environmental scanning is conducted and applied, it has potential as a strategic tool - specifically to improve the role and contribution of the communication practitioner in the realisation of organisational goals. / Dissertation (DPhil)--University of Pretoria, 2004. / Communication Management / DPhil / Unrestricted

The aim of the diploma thesis is to analyze the use of social media and use of online reputation management tools by accommodation facilities. Information was obtained from survey among four and five star hotels situated in Prague. Moreover there is an analysis of online reputation management tools which are currently available on the market. After detailed analysis certain conclusions and recommendations are proposed to hotels to help them with effective communication on social media as well as with effective management of online reputation which is nowadays very important for potential guests who search for their accommodation online.

El tema del que tratará la presente tesis está centrado en la gestión de la reputación corporativa, uno de los activos intangibles de mayor valor en las empresas. Como ocurrió con las empresas hace más de dos décadas, las universidades no han sido ajenas a profesionalizar esta disciplina para ser más competitivas, garantizar su supervivencia. Uno de los principales catalizadores ha sido el dinamismo del mercado educativo a nivel superior, que, desde hace aproximadamente 20 años, permitió la creación de universidad privadas societarias en el Perú. Este nuevo escenario permitió que las universidades llamadas tradicionales, tuvieran que competir con universidades que no solo tenían propuestas y modelos educativos distintivos, sino que, además, tenían una organización societaria en la que elementos como el marketing educativo, el trabajo de la imagen y la reputación eran parte fundamental de su propuesta. Esta forma de trabajo la instauraron porque sabían que debían competir con universidad tradicionales, que tenían una reputación ya ganada y que un atributo importante que compone la reputación de las instituciones educativos y que, además, es altamente valorado es el tiempo de creación. En este sector la reputación se hace tangible a través de los rankings que, en este contexto contribuyen en la atracción de atraer nuevos estudiantes y talento interno (docentes y colaboradores). Teniendo esto como premisa inicial, y conociendo que la construcción de la reputación no es ajena en el mercado educativo, más bien es una constante, es que nos disponemos a analizar los públicos internos (estudiantes y docentes) de una universidad privada peruana societaria, dirigida al segmento C, D, ubicada en las periferias de Lima y en dos regiones del Perú. En términos académicos enfocados en la labor del DirCom, el presente trabajo de investigación se realiza debido a la identificación de una problemática dentro de una universidad privada peruana, en la que se observó que no existen suficientes acciones que generen vínculos de pertenencia entre los estudiantes y docentes, recursos intangibles, que sean lo suficientemente sólidos para construir una buena imagen y reputación de la marca. Esto se vio evidenciado a través de la crisis reputacional que protagonizaron sus estudiantes a través de medios de señal abierta y redes sociales en julio del 2020 debido a la emergencia sanitaria producto de la pandemia COVID19. La presente investigación requiere estudiar la reputación en las universidades a través del análisis de ambos grupos: docentes y estudiantes. En ese sentido, el objetivo del presente trabajo de investigación ha sido demostrar la importancia entre la relación de los estudiantes de pregrado de una institución universitaria y sus docentes para la construcción de la correcta reputación corporativa en una universidad peruana privada. En la primera fase se identificaron los principales atributos percibidos por los estudiantes que construyen la reputación institucional: medición de estimación, admiración, confianza y sentimiento/ relación – valor - calidad académica). Con los resultados obtenidos a través de nuestros diversos instrumentos de investigación, en la segunda fase se trabajó un análisis de los resultados para identificar las variables de reputación que debemos trabajar y fortalecer dentro de la institución universitaria. Nuestro resultado de investigación demostró la veracidad de la hipótesis que se había planteado inicialmente dentro de nuestro trabajo de investigación, siendo el docente un canal para generar buena reputación y engagement en los alumnos, convirtiéndose en un actor principal de blindaje reputacional, aportando a las instituciones universitarias una fuente de valiosa información. / The subject of this thesis is focused on corporate reputation management, one of the most valuable intangible assets in companies. As happened with companies more than two decades ago, universities have not been strangers to professionalize this discipline to be more competitive, to guarantee its survival. One of the main catalysts has been the dynamism of the higher education market, which, for approximately 20 years, allowed the creation of private corporate universities in Peru. This new scenario allowed the so-called traditional universities to have to compete with universities that not only had distinctive educational models and proposals, but also had a corporate organization in which elements such as educational marketing, image work and reputation were a fundamental part of their proposal. This way of working was established because they knew that they had to compete with traditional universities, that they had a reputation already earned and that an important attribute that makes up the reputation of educational institutions and that, in addition, is highly valued is the time of creation. In this sector, reputation becomes tangible through rankings that, in this context, contribute to attracting new students and internal talent (teachers and collaborators). Taking this as an initial premise, and knowing that the construction of reputation is not alien to the educational market, rather it is a constant, is that we are preparing to analyze the internal audiences (students and teachers) of a private Peruvian corporate university, directed to segment C, D, located in the peripheries of Lima and in two regions of Peru. In academic terms focused on the work of the DirCom, this research work is carried out due to the identification of a problem within a private Peruvian university, in which it was observed that there are not enough actions that generate ties of belonging between students and teachers, intangible resources, that are solid enough to build a good image and reputation of the brand. This was evidenced through the reputational crisis that its students staged through open signal media and social networks in July 2020 due to the health emergency caused by the COVID19 pandemic. This research requires studying reputation in universities through the analysis of both groups: teachers and students. In this sense, the objective of this research work has been to demonstrate the importance between the relationship of undergraduate students of a university institution and their teachers for the construction of the correct corporate reputation in a private Peruvian university. In the first phase, the main attributes perceived by students that build institutional reputation were identified: measurement of esteem, admiration, trust and feeling / relationship - value - academic quality). With the results obtained through our various research instruments, in the second phase an analysis of the results was carried out to identify the reputation variables that we must work on and strengthen within the university institution. Our research result demonstrated the veracity of the hypothesis that had been initially raised within our research work, the teacher being a channel to generate a good reputation and engagement in students, becoming a main actor of reputational shielding, contributing to the institutions a source of valuable information. / Trabajo de investigación

This study investigated the most common frames used in news coverage of the Church of Scientology from 2009 to 2013. Using textual analysis, with framing and public relations theories as lenses, this study examined recent news coverage – both print and television – to identify frames used, and the potential public relations crises the Church is currently facing due to this media exposure. Analysis showed three major frames used during coverage, along with their corresponding sub-frames, which highlight certain aspects of the frame: Culture of Abuse (Imprisonment, Controlling, Family Disconnection, Exploitation of Children, Violence, and Financial Abuse), The Information Paradox (Conflicting Information, Simple Misunderstanding, and Non-Traditional Approach), and Leadership Issues (The Problem Lies with Leadership, Celebrity Obsession). Also uncovered were three potential public relations crises: The Mistreatment of Church Members, The Misuse of Funds, and Bad Communication Strategy. The research showed a strong strategic preference of the Church to use legal tactics or denial strategies when dealing with crises. A review of public relations theory suggests that the Church use a more open approach and also incorporate mortification strategies to accept blame and repair their damaged image.

This study aims to see how H&M are using crisis communication through Facebook to investigate if they are able to contain their reputation and trustworthiness during and after crisis. This has been done by a quantitative content analysis and the qualitative critical discourse analysis with Norman Fairclough’s three-dimensional model. The study is based on theories relating to crisis communication, brand preservation, ethnicity and rhetoric. The study has been conducted on an official statement H&M made on its Facebook page where 579 comments were analyzed. In the quantitative analysis, three themes emerged from which qualitative research took its starting point to prevent the occurrence of subjective interpretations of the material. In the qualitative analysis, these themes developed and deployed in the categories racism, defense and insultment with subsequent subcategories. These themes were analyzed further in relation to the theoretical framework. H&Ms statement and answers have been analyzed separately. The study found that crises based on trust such as this children's collection probably trigger harder against smaller companies that are more dependent on reputation and credibility than world- leading clothing companies like H&M.

Magistro darbo objektas – reputacijos valdymas ir komunikacija. Darbo tikslas – nustatyti reputacijos valdymo ir komunikacijos teorines prielaidas bei įgyvendinimą ne pelno organizacijose. Darbo uždaviniai: aptarti reputacijos sampratos problemą, matavimo bei valdymo poreikį ir galimybes, reputacijos komunikacijos principus; aptarti organizacijų reputacijos valdymo ir komunikacijos poreikį bei galimybes; nustatyti verslo ir ne pelno organizacijų reputacijos valdymo ypatybes ir galimybes taikyti bendrą reputacijos matavimo modelį; nustatyti, kaip ne pelno organizacijos suvokia reputaciją ir kaip ją komunikuoja savo internetinėse svetainėse. Išanalizavus mokslinę literatūrą, prieita prie išvados, kad organizacijos reputaciją galima matuoti ir valdyti, yra kuriami reputacijos matavimo modeliai, pagal kuriuos matuojama ir valdoma organizacijų reputacija. Pastebimas glaudus ryšys tarp organizacijos identiteto, įvaizdžio ir reputacijos, tačiau šie elementai atskiriami. Atkreiptas dėmesys, kad reputacija yra santykinis dydis, priklausantis nuo lūkesčių ir konteksto. Analizuojant matavimo modelius bei praktikas, prieita prie išvados, kad nors ir esant kriterijų variacijų galimybei, matavimo modelių pagrindas lieka tas pats (Fombruno Reputacijos koeficientas). Remiantis trečiojo sektoriaus organizacijų ir jų susivienijimų įžvalgomis, pagrįstas ne pelno organizacijų reputacijos aktualumas bei aptartos verslo reputacijos matavimo modelio pritaikymo galimybės ne pelno organizacijoms... [toliau žr. visą tekstą] / The aim of this thesis is to define the theoretical precondition of reputation management and communication and to determine the implementation of reputation management and communication in non-profit organizations. The objectives are to discuss the problem of conception, the needs and opportunities of reputation management and communication; to determine the features of the reputation of profit and non-profit organization; to define the abilities to apply common reputation measurement model; to determine how do the non-profit organizations understand the concept of reputation, what knowledge do they have about the managing and communicating the reputation and how do the organizations communicate the reputation through their internet sites. After analysis of scientific literature, the conclusion is that reputation of organization is measurable, one can manage it. There are measurement models created. There are connections between identity, image and reputation of organization. Nevertheless these are three different concepts. It was noted, that reputation is related with the expectations of stakeholders and all kinds of context. Analyzing the models of reputation measurement was noted that one of them is used as a basis. It’s Ch.Fombruns’ Reputation quotient, which is composed from six elements. Furthermore according to the leaders and authorities of the third sector, the necessity for non-profit organizations to manage their reputation was justified and the opportunities to... [to full text]