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]

Les vingt dernières années ont vu l’émergence de systèmes sans fil dans la vie de tous les jours. Ils ont rendu possible la création de technologies telles que les téléphones portables, le WiFi ou l’internet mobile qui sont maintenant tenus pour acquis dans la société actuelle. L’impact environnemental des technologies de l’information et des communications connaît une croissance exponentielle et a atteint l’impact de l’industrie du transport aérien. L’initiative d’informatique verte a été lancée en réponse à cette observation pour réduire de 15 à 30% les émissions de gaz à effet de serre en 2020 comparé aux prédictions faites en 2002 afin de garder le réchauffement climatique inférieur à 2°C. Dans cette thèse, nous avons étudié des techniques d’économie d’énergie dans les réseaux sans fil et comment elles interagissent entre elles afin de donner une vue holistique des réseaux verts. Nous prenons également en compte l’usage du spectre radio fréquence qui est le moyen le plus utilisé pour les communications entre systèmes sans fil et qui devient une ressource rare à cause du besoin grandissant de notre société pour de la bande passante en mobilité. Cette thèse suit les couches réseaux avant de remonter les piles matérielleset logicielles. Des contributions ont été apportées à la plupart des couches afin de proposer un réseau sans fil autonome où les noeuds peuvent collaborer pour améliorer les performances du réseau, réduire de façon globale l’utilisation du spectre radio tout en limitant la consommation énergétique du réseau. / The last twenty years saw the emergence of wireless systems in everyday’s life. They made possible technologies such as mobile phones, WiFi or mobile Internet which are now taken for granted in today’s society. The environmental impact of Information and Communications Technology (ICT) has been raising exponentially to equate the impact of the airline industry. The green computing initiative has been created in response to this observation in order to meet the 15%-30% reduction in green-house gases by 2020 compared to estimations made in 2002 to keep the global temperature increasebelow 2°C. In this thesis, we studied power-saving techniques in wireless networks and how they interact with each others to provide a holistic view of green networking. We also take into account the radio frequency resource which is the most commonly usedcommunication medium for wireless systems and is becoming a scarce resource due to our society’s ever-increasing need for mobile bandwidth. This thesis goes down the network stacks before going up the hardware and software stack. Contributions have been madeat most layers in order to propose an autonomic wireless network where nodes can work collaboratively to improve the network’s performance, globally reduce the radio frequency spectrum usage while also increasing their battery life.

The diploma thesis deals with social networks from the perspective of their impact on search engine optimization (SEO). It focuses on description how the search engine marketing works. Main emphasis is given on the description of key social networks that have an assumption (because of their functionality) to affect of shifting the search results. Some social services also have an impact on indexing new content in search engines. They are also an important part of the strategy for online reputation management. Part of the diploma thesis is devoted to the modern concept of SEO which is defined as findability marketing. This concept consider the social networks as internet websites where users looking for information. That is the reason why this thesis contains a chapter about search capabilities on social networks.

In einer zunehmend vernetzten Welt befinden sich Unternehmen in einem komplexen Beziehungsgeflecht aus verschiedenen Akteuren. Dies stellt eine Herausforderung für die Existenz traditioneller Geschäftsmodelle dar, da Firmen sich mit Konkurrenz aus allen Richtungen auseinander setzen müssen. In einem solchen Geschäftsumfeld werden immaterielle Vermögenswerte zunehmend als Grundlage für Wettbewerbsvorteile angesehen. Die Dissertation untersucht den materiellen Nutzen immaterieller Vermögenswerte und konzentriert sich dabei insbesondere auf die Unternehmensreputation und deren Einflussfaktoren. Wir verwenden als Theorie den Ressourcen-basierten Ansatz des Unternehmens und leiten unsere Hypothesen aus der vorhandenen Literatur ab, insbesondere in den Bereichen Reputation, Führung, Stakeholder-, Legitimitäts- und Signaling-Theorie. Unsere Analysen sind auf Umfragen des Manager Magazins und „Gold Bee Corporate Responsibility Assessment System“ basiert. Bei der Durchführung der quantitativen Analyse verwenden wir Strukturgleichungsmodelle. Die Implikationen dieser Dissertation lassen darauf schließen, dass es einen Business Case für ein aktives Reputationsmanagement sowohl auf Unternehmensebene als auch auf individueller Ebene für Führungskräfte, vornehmlich für den CEO, gibt. Weiterhin ist eine hohe Reputation ein nachhaltiger Wettbewerbsvorteil, da sie die Wettbewerbsposition des Unternehmens gegenüber den Wettbewerbern stärkt und potentiell neuen Wettbewerbern den Markteintritt erschwert. In ähnlicher Weise kann eine hohe CEO-Reputation als Instrument der Risikoreduzierung in Krisenzeiten genutzt werden. Außerdem zeigen unsere Ergebnisse, dass die ausschließliche Einhaltung von Regeln und Regulierungen nicht mehr ausreichend ist. Damit die Stakeholder Fortschritte belohnen können, muss das Management CSR-Programme etablieren, die bei ihren Stakeholdern Resonanz finden, und darüberhinaus kontinuierlich über die CSR-Leistungen ihres Unternehmens berichten. / In a digital world, the very existence of traditional business models is challenged as firms face disruptive innovation and intense competition. In such a business environment, intangible assets are increasingly perceived as the basis of competitive advantage. This thesis explores tangible benefits of intangible assets, specifically focusing on corporate reputation and CSR reporting quality. We take a resource-based view (RBV) of the firm and derive our testable hypotheses from the extant literature mostly in reputation, leadership, stakeholder theory, legitimacy theory, and signaling theory. Our data is mainly drawn from surveys conducted by Manager Magazin and Gold Bee Corporate Responsibility Assessment System, which has been developed by the CSR Reporting Research Group at the WTO Guide CSR Development Center. In performing our calculations, we adopt a (generalized) structural equation modeling approach. In our work, we uncover antecedent processes behind reputations. Our results imply that there is a business case for active management of both corporate and individual reputations by illustrating the link between reputations and firm outcomes. We show that corporate reputation can be utilized as a tool to protect and defend competitive positions, which can also work as a deterrent for potential market entrants. We further show that individual reputations may act as a medium to mitigate negative news and improve stakeholder perceptions in times of crises. Our findings also indicate that nonfinancial metrics are gaining prevalence. We illustrate that mere compliance with rules and regulations does not suffice anymore since in order for stakeholders to reward social and environmental progress, companies need to partake in CSR programs that resonate with their stakeholders and properly communicate associated nonfinancial metrics, which in turn will help improve firm outcomes through boosting internal and external intangible assets.

The presented thesis aims to analyze the impact of social networking sites (SNS) in shaping our identity. Especially in the context of changes in everyday life caused by significant increase of SNS users. Unlike previous forms of online identity the identity of SNS users is anchored in the reality. Therefore our identity performance in this environment is closely tied to our real identity and real social network. Part of the thesis describe the influence of real social network on our lives, particularly the strong of weak ties is discussed. The analysis is focused on the processes and forms in which is our identity constructed and manifested within social networking sites. Detailed consideration is aimed on narrative and fragmentary characteristics of such identity. Also the consequences of total indexing of user-generated content and its persistent features are examined. This topic is followed by setting the framework of reputation management and protection of personal data. The findings of research present the forms of user identity on Facebook, the use of privacy settings and in particular the importance of the size of the networks of friends. The relationship between socialization in SNS and in the real world is described.

The climate crisis and the consequences that follow have forced humanity to explore the collective actions that must be taken to curb global warming. As a way to reduce ones carbon footprint, many choose to consume with greater care for the environment, and the interest for sustainable clothing has therefore significantly increased. With a rising interest in sustainable shopping, businesses need to adapt to meet the new customer demands. A sub-genre within the apparel industry that differ from the grand average regarding their sustainability communication is the outdoor brands, where environmental awareness plays a significant role in the brand identity. The outdoor brands clear evidence of sustainable communication and their dependance on consumption creates an interesting paradox that this essay intends to investigate further. This essay intends to investigate how a Swedish outdoor brand with a strong sustainable identity, Klättermusen, exercises sustainable communication through Instagram. The purpose of this essay is more specifically to explore how Klättermusen uses Instagram to create and maintain a sustainable brand identity. To help us do so, we present the following research questions: - How does the brand Klättermusen create a sustainable identity on Instagram?- What discourses can be discerned in Klättermusens marketing via Instagram and how has sustainable communication taken shape within these over time? The theoretical framework for our essay consists out of four theories, including Bauman’s theory about the consumer society, Ulrich Beck’s theory about risk society and reflexive modernity, strategic communications theory and greenwashing. These theories enable an analysis of how and why sustainable communication is conducted in a specific way and what consequences that follow. The essay is carried out methodically through a multimodal critical discourse analysis, that enables both a deep and more comprehensive analysis of the linguistic and semiotic resources used in Klättermusens marketing through Instagram.The result of our analysis presents how Klättermusen with linguistic and semiotic resources creates the eco-friendly identity that they are known for. Through both word choices and visual framing that connotes sustainability Klättermusen places themselves in a green context that goes well along with their core values. The material contains both examples of clear and indistinct sustainable communication, along with occasional elements of strong commercial character that make it possible to question the authenticity of Klättermusen’s true devotion to sustainability. The conclusion of our analysis is that the brand Klättermusen by small semiotic and linguistic measures successfully put themselves in a green context and create a sense of corporate social responsibility with the consumer. We do not believe that Klättermusen need to take drastic measures to maintain their sustainable image in reference to their other well-known environmental efforts. The conclusion further argues that the mix of strong sales marketing and a clear sustainable communication sheds light on the difficulties combining a consumption dependent business with an advocation for minimal environmental impact. Regardless of the challenges a sustainable identity comes with, we want to establish that Klättermusens way of maintaining a sustainable image is a response to a growing interest for environmental issues that also reproduces a general perception of how a brand should communicate to gain the consumers trust and how to be perceived as a brand that values social responsibility.