publication . Article . 2015

Reputation Management for Scientific Organisations – Framework Development and Exemplification

Petra Morschheuser; Joern Redler;
Open Access English
  • Published: 01 Dec 2015 Journal: Marketing of Scientific and Research Organisations (issn: 2353-8503, eissn: 2353-8414, Copyright policy)
  • Publisher: The Institute of Aviation
Abstract
Reputation management deals with establishing, maintaining and strengthening a positive reputation for an object in order to build trust, commitment and lasting relationships. Positive reputation is considered a major intangible asset of companies as it contributes to their value creation. Reputation and reputation management, therefore, are well-established perspectives in marketing theory. This paper examines reputation in matters of scientific organisations. Drawing on conventional (commercial marketing) models of reputation management and derived characteristics of scientific organisations, a modified framework is deduced, named the Scientific Organisations ...
Subjects
free text keywords: brand, image, marketing, minib, Reputation management, scientific organisation, typology of organisation, university marketing, Social Sciences, H
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