Quality methods of the company business reputation ( on example of steel plants)

Abstract

The number of currently used methods for qualitative evaluation of corporate reputation, is rather small, the relative methods for branch enterprise evaluation are actually absent. Accordingly , the present paper presents two developed methods for qualitative evaluation of corporate reputation using several Russian steel companies as an example: adapted “maturity model” and the model based on Harrington’s desirability function. The mechanisms of evaluation of corporate reputation based on developed methods are described in details. The practical evaluation of the applicability of each method on examples of Russian metallurgical companies with subsequent analysis of a possibility for the corporate reputation management is considered. Adapted “maturity model” seeks to assess the maturity of key business processes of the company affecting the value of corporate reputation and the subsequent competitive evaluation of business processes and competitive pairs analysis. The Harrington’s desirability function allows us to move from quantitative to qualitative indexes avoiding the element of expert’s opinion. Adapted «maturity model» shows positive and negative features of estimated business processes relating to individual competitive pairs and to the market in general. In the framework of implementation of methods for the assessment of corporate reputation, we managed to step off from the expert’s opinion and negative influence of human factor using the Harrington’s desirability function. The presented method is based on indicators of financial and economic condition of the company and illustrates the real situation in the company in a brief, concise and informative manner.