A influência da reputação do gestor na construção da identidade da empresa: um estudo de caso no Sistema Unimed

AUTOR(ES)
DATA DE PUBLICAÇÃO

2009

RESUMO

In a very competitive environment, a positive reputation can be a strategic asset that companies can use to maintain profits higher than the average of its market (BARNEY,1986). A good reputation is like a magnet that helps organizations attracts resources. It can influence the judgment of employees, consumers, investors, journalists and financial analysts (FOMBRUN; VAN RIEL, 2004). But we cant discuss reputation without discussing corporate identity. The term identity has been used to identify the essence of a organization, in other words, what a firm really is with its unique characteristics, history, culture, communication, products and industry. Not considering that, would be irresponsible and stupid. Like Balmer e Greyser (2003) said: Discussing reputation without discussing corporate identity is useless. The concept of identity is crucial to the concept of organization. In that way, the importance of corporate identity to the present work comes from this important association between corporate identity and corporate reputation, from the relation between identity, reputation and competitive advantage (STIMPERT, GUSTAFSON e SARASON, 1998) and, mostly, from the relation between corporate identity and the CEO reputation. It can be said that in an environment like that where corporate reputation is a very important issue it is pertinent to remember that an organization is made of people and like that the reputation of the person that is in charge of that organization is very important as well. In times of intangible assets, the relevance of the managers or the CEO reputation has become obvious. This work has tried to comprehend the influence of the manager reputation in building and sustaining the corporate identity. A case study was conducted in Unimed do Brasil and data has been analyzed based on Kings (2004) technique of creating templates. From that analysis an important influence from the reputation of the marketing director in creating and sustaining the corporate identity has been detected. The results of this research were significant and should be seen by other companies. As limitation of this work was the fact that all the executives were senior executives, so it was not possible to know if the manager reputation had influenced the lower layers of the company.

ASSUNTO(S)

corporate identity corporate reputation reputação corporativa identidade corporativa ceo reputation administracao de empresas reputação do gestor

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