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Vertrauen als Fundament starker Stakeholder-Beziehungen

In: Wirkungsmechanismen im Reputationsmanagement

Author

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  • Eric Eller

    (TH Ingolstadt)

Abstract

Zusammenfassung Die Reputation eines Unternehmens wird häufig als dessen wichtigster immaterieller Vermögenswert bezeichnet. Denn die Reputation entscheidet ganz wesentlich darüber, ob einem Unternehmen Vertrauen entgegengebracht wird – etwa von Kunden und Kundinnen, von Investoren und Investorinnen oder auch von den eigenen Mitarbeitenden (Yasin & Bozbay, 2011). In diesem Kapitel geht es darum, unter welchen (psychologischen) Voraussetzungen Vertrauen in ein Unternehmen entstehen kann. Außerdem wird die Frage geklärt, welche besondere Rolle dafür die Unternehmensreputation spielt. Auf dieser Grundlage lässt sich ableiten, wie Unternehmen (u. a. durch effektive Unternehmenskommunikation) die notwendigen Voraussetzungen für vertrauensvolle Beziehungen schaffen können.

Suggested Citation

  • Eric Eller, 2023. "Vertrauen als Fundament starker Stakeholder-Beziehungen," Springer Books, in: Ulrich Bihler (ed.), Wirkungsmechanismen im Reputationsmanagement, chapter 5, pages 55-65, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-41204-3_5
    DOI: 10.1007/978-3-658-41204-3_5
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