Reputation Management for Scientific Organisations – Framework Development and Exemplification

- Professor Petra Morschheuser, Ph.D., Professor Joern Redler, Ph.D.

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 Reputation Model (SORM). As this model widely fits the specific requirements of this type of organisation it will be useful for the complex task of marketing scientific organisations. Using the SORM framework, scientific organisations will be able to understand the formation of their own reputation in a more comprehensive way and will be able to improve their reputation-relevant management processes. The framework is exemplified and examined more closely using the case of DHBW, the unique German cooperate state university as the interplay of stakeholder patterns and the integration of multi-level marketing activities are carved out and main effects on reputation are demonstrated.

Professor Petra Morschheuser, Ph.D., Baden-Wuerttemberg Cooperative State University, Germany is professor of strategic business management and controlling and head of program in business administration and management/retail of the Cooperative State University Baden-Wuerttemberg Mosbach, Germany. She studied business administration and management and business education in Saarbruecken and Nuremberg. After her degree in business sciences (1994), she worked as a research associate and PhD student at the Friedrich-Alexander-University of Nuremberg (Chair of Business Informatics 1994-1998). From 1998 on she held various management positions in strategic and investment management, e.g. Quelle, Ergo direct, City of Nuremberg and co-founded in 2002 a consulting company. Since 2010 she has been Professor at Cooperative State University Baden-Wuerttemberg, Mosbach. In 2012 she was awarded as Fellow of Innovation of Higher Education Teaching of the Stiftung Baden-Wuerttemberg.

Professor Joern Redler, Ph.D., Baden-Wuerttemberg Cooperative State University, Germany  is a professor of marketing and retail management at Baden-Wuerttemberg Cooperative State University Mosbach, Germany. At this institution he also serves as head of program in business administration/marketing. His areas of interest focus on brand management, store marketing and organisational micropolitics. He has authored several dozen publications in the field of brand management and communications management, is co-editor of the book “Corporate Brand Management” and serves as a reviewer of EMAC regional conferences. He is member of the European Marketing Academy, Arbeitsgemeinschaft für Marketing (Association of German professors of applied marketing) und der Gesellschaft zur Erforschung des Markenwesens (Research group for brand effects).

DOI: 10.14611/minib.18.04.2015.08

Contact: petra.morschheuser(at)mosbach.dhbw.de, joern.redler(at)mosbach.dhbw.de

MINIB, 2015, Vol. 18, Issue 4

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