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Reputation in der Postmoderne

In: Modernes Reputationsmanagement

Author

Listed:
  • Alexander Fleischer

    (Post CH AG Kommunikation)

Abstract

Zusammenfassung Reputation ist wichtig für den Erfolg von Personen und Unternehmen. Vor allem dann, wenn Krisen ganze Branchen in Turbulenzen brachten, haben sich Unternehmensspitzen intensiv mit Reputation auseinandergesetzt. Aber weil es zu wenig fassbar war, hat sich das Thema strukturell-operativ in diesen Gremien nicht etabliert. Doch in den 2000er-Jahren wurden entscheidende Fortschritte bei der Erforschung von Reputation gemacht, die es nun erlauben, mit der nötigen wissenschaftlichen Absicherung auch in der Praxis zielgerichteter aktiv zu werden. Auf dieser Basis lassen sich heutzutage folgende relevante Fragen beantworten: Wie entsteht Reputation? Anhand welcher Kriterien wird Reputation beurteilt? Wie erzielt man im aktuellen gesellschaftlichen Umfeld Reputationspunkte? Wie kann die eigene Reputation beeinflusst werden? Was bedeuten die postmodernen Tendenzen für Reputation? Zuletzt: Eignet sich die der Reputation zugrundeliegende Logik als Management- und Führungsmodell?

Suggested Citation

  • Alexander Fleischer, 2021. "Reputation in der Postmoderne," Springer Books, in: Ulrich Bihler & Florian Müller (ed.), Modernes Reputationsmanagement, chapter 1, pages 1-17, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-32640-1_1
    DOI: 10.1007/978-3-658-32640-1_1
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