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Reputation Management for Scientific Organisations — Framework Development and Exemplification

Author

Listed:
  • Morschheuser Petra
  • Redler Joern

    (Ph.D. Baden-Wuerttemberg Cooperative State University, Baden-Wuerttemberg, Germany)

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 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.

Suggested Citation

  • Morschheuser Petra & Redler Joern, 2015. "Reputation Management for Scientific Organisations — Framework Development and Exemplification," Marketing of Scientific and Research Organizations, Sciendo, vol. 18(4), pages 1-35, December.
    • Handle: RePEc:vrs:mosaro:v:18:y:2015:i:4:p:1-35:n:1
    DOI: 10.14611/minib.18.04.2015.08
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    References listed on IDEAS

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    1. Hayagreeva Rao, 1994. "The Social Construction of Reputation: Certification Contests, Legitimation, and the Survival of Organizations in the American Automobile Industry: 1895–1912," Strategic Management Journal, Wiley Blackwell, vol. 15(S1), pages 29-44, December.
    2. Thomas Finholt, 2003. "Collaboratories as a new form of scientific organization," Economics of Innovation and New Technology, Taylor & Francis Journals, vol. 12(1), pages 5-25.
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