Reputation Management in Small and Medium-sized Enterprises

1 - Reputation Management in Small and Medium-sized Enterprises [Seite 1]
2 - Abstract [Seite 3]
3 - Preface [Seite 5]
4 - Table of contents [Seite 6]
5 - List of figures [Seite 9]
6 - List of tables [Seite 11]
7 - Abbreviations [Seite 12]
8 - Glossary [Seite 13]
9 - 1 Introduction [Seite 15]
9.1 - 1.1 The role of Reputation Management in the course of time [Seite 15]
9.2 - 1.2 Aims and objectives of this dissertation [Seite 18]
9.3 - 1.3 Methodology [Seite 19]
9.3.1 - 1.3.1 Research philosophy and general approach [Seite 19]
9.3.2 - 1.3.2 Research strategy and method [Seite 21]
9.3.3 - 1.3.3 Limitations of the chosen methodology [Seite 22]
9.4 - 1.4 Structure of work [Seite 23]
10 - 2 Basic principles of Reputation Management [Seite 24]
10.1 - 2.1 Definition, scope and limitations [Seite 24]
10.1.1 - 2.1.1 Reputation Management in practice [Seite 24]
10.1.2 - 2.1.2 Definition in literature [Seite 25]
10.1.3 - 2.1.3 Evaluation and conclusion [Seite 30]
10.2 - 2.2 Constitutive elements, structures and interactions [Seite 32]
10.2.1 - 2.2.1 Stakeholder value perspective [Seite 33]
10.2.2 - 2.2.2 Key reputation drivers [Seite 34]
10.2.3 - 2.2.3 Implementation and management [Seite 36]
10.2.4 - 2.2.4 Benefit of a good reputation [Seite 39]
11 - 3 Reputation Management in organisations [Seite 42]
11.1 - 3.1 Identification of related business areas [Seite 42]
11.1.1 - 3.1.1 Reputation and marketing management [Seite 43]
11.1.2 - 3.1.2 Reputation and corporate management [Seite 44]
11.1.3 - 3.1.3 Evaluation and synthesis [Seite 46]
11.2 - 3.2 Small and Medium-Sized Enterprises [Seite 46]
11.2.1 - 3.2.1 Classification guideline [Seite 46]
11.2.2 - 3.2.2 Differences between SME's and large-scale enterprises [Seite 49]
11.2.3 - 3.2.3 Implications for Reputation Management [Seite 50]
12 - 4 Reputation Management survey [Seite 52]
12.1 - 4.1 Concept and preparation [Seite 52]
12.1.1 - 4.1.1 Choosing an appropriate target group [Seite 52]
12.1.2 - 4.1.2 Sample size [Seite 53]
12.1.3 - 4.1.3 Questionnaire design [Seite 53]
12.1.4 - 4.1.4 Specification of questions [Seite 56]
12.1.5 - 4.1.5 Time schedule [Seite 61]
12.1.6 - 4.1.6 Risks and preventive measures [Seite 62]
12.2 - 4.2 Execution of survey [Seite 62]
12.2.1 - 4.2.1 Pre test with selected target group members [Seite 62]
12.2.2 - 4.2.2 Data collection and response [Seite 63]
12.3 - 4.3 Analysis and evaluation of results [Seite 64]
12.3.1 - 4.3.1 General data [Seite 64]
12.3.2 - 4.3.2 Key findings [Seite 65]
12.3.3 - 4.3.3 Detailed interpretation of data [Seite 66]
13 - 5 Conclusions and recommendations [Seite 89]
13.1 - 5.1 From a SME's perspective [Seite 89]
13.1.1 - 5.1.1 Overall status [Seite 89]
13.1.2 - 5.1.2 Value-benefit situation [Seite 90]
13.1.3 - 5.1.3 Influencing factors [Seite 90]
13.1.4 - 5.1.4 Best practices [Seite 92]
13.2 - 5.2 From a consulting industry's perspective [Seite 95]
13.2.1 - 5.2.1 Market potential [Seite 95]
13.2.2 - 5.2.2 Key success factors [Seite 97]
14 - 6 Outlook [Seite 99]
15 - Bibliography [Seite 100]