Organize Sanayi Bölgesi Girişimcilerinin Bakış Açılarına Göre Kurumsal İtibarı Oluşturan Unsurların Belirlenmesi/ Determining the Elements That Form the Corporate Reputation According to the Perspectives of the Entrepreneurs of the Organized Industrial Zone

Year 2022, , 1 - 18, 30.06.2022

Mehmet Düzgün , İbrahim Yıldırım

https://doi.org/10.47105/nsb.1081619

Abstract

Kurumsal itibar kazanılması oldukça zaman isteyen bir değer olmakla birlikte işletmelerin müşteriler, rakipler, çalışanlar gibi tüm paydaşlarının gözündeki değerini ifade eden sosyal bir kimliktir. Olumlu kurumsal itibarın girişimciler ve işletmelere sağladığı birçok katkı söz konusudur. Bu bağlamda organize sanayi bölgesi girişimcilerinin bakış açılarına göre kurumsal itibarı yönelik unsurların belirlenmesi amacı ile gerçekleştirilen bu araştırmada tek bir gerçeklik üzerinde durulmadan bireylerin farklı gerçeklerinin olduğunu temel alan nitel araştırma desenlerinden olgu bilim (fenomenoloji) kullanılmıştır. Bu doğrultuda Gaziantep Organize Sanayi bölgelerinde faaliyet gösteren 18 katılımcı ile yürütülen çalışmada farklılıkları ve önemli ortak örüntülerin ortaya konulabilmesi için maksimum çeşitlilik örnekleme tekniği kullanılmıştır. Araştırma kapsamında verilere yarı yapılandırılmış görüşme formu aracılığı ile ulaşılmıştır. İçerik analizi ile elde edilen bulgulara göre organize sanayi bölgesi girişimcilerine göre itibarın tanımı, imaj ve kurumsal kimlik temaları altında toplanmaktadır. İtibarın korunması için yapılması gerekenlere yönelik algılamaları ise iletişim, müşteri odaklılık ve kurumsal yönetim temaları altında yer almaktadır. Bununla beraber girişimcilerin itibarın zedelenmesine yönelik algılamaları yolsuzluk ile üretim/imalat hataları temaları altında toplanmıştır. Ek olarak girişimcilerin itibarın korunmasına yönelik tavsiyeleri tutarlılık ve etik değerlere bağlılık temaları altında yer almaktadır.

Keywords

Organize Sanayi Bölgesi, itibar, girişimci, nitel

Organize Sanayi Bölgesi Girişimcilerinin Bakış Açılarına Göre Kurumsal İtibarı Oluşturan Unsurların Belirlenmesi/ Determining the Elements That Form the Corporate Reputation According to the Perspectives of the Entrepreneurs of the Organized Industrial Zone

Abstract

In the research, "phenomenology", one of the qualitative research designs, was used in order to determine in detail the elements that make up the reputation according to the perspectives of the entrepreneurs of the organized industrial zone. The focus of phenomenology is individual experiences. This pattern was used in order to reach detailed information about the reputation perceptions of entrepreneurs. The participant group of the research consists of the owners and partners of industrial manufacturing enterprises operating in Gaziantep Organized Industrial Zone. Corporate reputation consists of works performed in a time frame. For this reason, the sample of the research consists of companies that have been operating in Gaziantep Organized Industrial Zone for more than three years and have 50 or more employees. Considering that it is important for the participants to operate in different manufacturing branches in terms of data collection, maximum sample diversity was preferred.
In order to collect the data, first of all, a semi-structured interview form was prepared in line with the opinions of expert academics. After this stage, the participant group was determined in order to reach the data in line with the purpose of the research. The participants were informed about the fact that the data would only be used for scientific purposes, emphasizing that volunteering was essential for participation in the research. Before starting the interview, the participants were informed that the interview would last between 20-25 minutes and that they could end the interview whenever they wanted. In order to determine the reputation perceptions of the entrepreneurs, a literature review was carried out first. Open-ended interview questions including “How many years have you been doing this job? What are you producing? What is reputation? How should I understand? How should a business person protect his reputation? When is a business person's reputation damaged? What are your recommendations in this regard?” were prepared. The obtained data were transferred to the MAXQDA package program, and each line of the text was read several times before starting the coding process. After the coding process was completed, common aspects of the codes were determined and categories (themes) were constructed.
According to the findings, the participants define reputation under two sub-themes: image and corporate identity. Under the image theme, there are codes of dignity, reliability, honesty, and industriousness, while the codes of consistency, stability, doing the job well, being strong, and fulfilling the promise take place under the corporate identity theme. The things to be done by the entrepreneurs operating in the organized industrial zone in order to protect their reputation are gathered under the themes of communication, customer focus, and corporate governance. Under the communication theme, there are codes of “Cooperation with NGOs, being understanding/tolerant, acting according to value judgments”. There are codes of "quality production, innovation, and customer satisfaction" under the theme of customer focus. Under the corporate governance theme, there are codes of “honesty, business ethics, making payments on time, being faithful to one's word, being reliable and sticking to principles/principles”. In the corporate governance theme, the most repetitions are to be true to their word and take place in their reliable codes. Elements that damage the reputation of organized industrial zone entrepreneurs are gathered under the themes of “lack of error” and “production/spelling errors”. Under the theme of corruption, there are codes of "not paying on time, forgery of documents, and self-interest", while under the theme of production/manufacturing faults, there are codes of "poor production, not being faithful to one's word, not standing behind the product". Under the theme of production manufacturing errors, the code of not being faithful to the word repetition is the most. Recommendations for the protection of reputation are gathered under the themes of “consistency and “Commitment to Ethical Values”. While under the theme of consistency, there are codes of "making the payments properly, giving confidence, sticking to the principles, honesty and fulfilling their promises", there are codes of "having quality certificates, goodwill, empathy, transparency and communication" under the theme of commitment to ethical values.

Keywords

Organized industrial zone, reputation, entrepreneur, qualitative research

References

• Balmer, J. M. T., & Greyser, S. A. (2006). Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation. European Journal of Marketing, 40(7/8), 730−741.
• Barnett, M., Jermier, J., & Lafferty, B. (2006). Corporate reputation: The definitional landscape. Corporate Reputation Review, 9, 26-38.
• Baş, T. & Akturan, U. (2017). Sosyal Bilimlerde Bilgisayar Destekli Nitel Araştırma Yöntemleri. (3. Baskı). Seçkin Yayıncılık.
• Cable, D. M., & Turban, D. B. (2003). The value of organizational reputation in the recruitment context: A brand-equity perspective. Journal of Applied Social Psychology, 33(11), 2244-2266.
• Corley, K. G., Harquail , C . V., Pratt , M. G., Glynn, M .A., Fiol, C. M. & Hatch, M. J. (2006). Guiding organizational identity through aged adolescence. Journal of Management Inquiry, 15(2), 85–99.
• Cravens, K., Oliver, E. G. & Ramamoorti, S. (2003). The reputation Index: Measuring and managing corporate reputation. European Management Journal, 21(2), 201-212.
• Cretu, A.E. & Brodie, R.J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: a customer value perspective. Industrial Marketing Management, 36(2), 230-40.
• Davies, G. & Miles, L. (1998). Reputation management: theory versus practice. Corporate Reputation Review, 2(1), 16–27.
• De Castro, G., Lopez, J. & Saez, P. (2006). Business and social reputation: exploring the concept and main dimensions of corporate reputation. Journal of Business Ethics, 63(4),361‐70.
• Ewing, M. T., Windisch, L. & Newton, F. J. (2010). Corporate reputation in the People’s Republic of China: a B2B perspective. Industrial. Marketing Management, 39, 728–736.
• Fombrun, C. (1996) Reputation: realizing value from the corporate image. Harvard Business School Press, Boston, MA.
• Fombrun, C. & Shanley, M. (1990). What's in a name? Reputation building and corporate strategy. The Academy of Management Journal, 33(2), 233-258.
• Fombrun, C. & Van Riel, C.B.M. (1997). The reputational landscape. Corporate Reputation Review, 1(1/2), 5‐13.
• Güzelcik, E. U. (2002). İtibar yönetimi değer yaratan bir halkla ilişkiler çalışması olarak itibar yönetimi. İstanbul Ticaret Üniversitesi Dergisi,1, 239-245.
• Hutton, J. G., Goodman, M. B., Alexander, J. B. & Genest, C. M. (2001). Reputation management: the new face of corporate public relations. Public Relations Review, 27(3), 247-261.
• Işık, M. (2017). Halkla ilişkilere giriş. (4. Baskı), Eğitim Yayınevi.
• İzci, F., Atmaca, Y. & Yılmaz, V. (2019). Kamu kurumlarında itibar yönetimi: kurumsal itibarı ölçme ve değerlendirme. Avrasya Sosyal ve Ekonomi Araştırmaları Dergisi, 6(7), 302-316.
• Karaköse, T. (2007). Örgütlerde itibar yönetimi. Akademik Bakış Uluslararası Hakemli Sosyal Bilimler E-Dergisi, 11, 1-12.
• Karatepe S. (2008). İtibar yönetimi: Örgütlerde güven yaratma. Elektronik Sosyal Bilimler Dergisi, 7(23), 77-97.
• Langham, T. (2019). Reputation Management, the future of corporate communications and public relation. Emerald Publishing Limited.
• Lewis, S. (2001). Measuring corporate reputation. Corporate Communications: An International Journal, 6(1), 31−35.
• Makarius, E. E., Stevens, C. E., & Tenhiala, A. (2017). Tether or stepping stone? The relationship between perceived external reputation and collective voluntary turnover rates. Organization Studies, 38(12), 1665-1686.
• Melewar, T.C., Foroudi, P. & Jin, Z. (2020). Corporate branding, identity, image and reputation: Current and future trends, developments and challenges. Journal of Business Research 10.1016/j.jbusres.2020.06.030
• Murray, K. & White, J. (2005). CEO’s views on reputation management. Journal of Communication Management, 9(4), 348–358.
• O’Connor, N. (2002). UK Corporate Reputation Management: The role of public relations planning, research and evaluation in a new framework of company reporting. Journal of Communication Management, 6(1), 53- 63.
• Perçin, N. Ş. & Arslanergül, B. D. (2020). Kurumsal itibar yönetiminin örgütsel bağlılık ve işten ayrılma niyeti üzerindeki etkisi: Kapadokya Örneği. Sosyal Ekonomik Araştırmalar Dergisi, 20(39), 1-31.
• Rayner, J. (2005). Managing Reputational Risks-Curbing Threats, Leveraging Opportunities. John Wiley and Sons Ltd.
• Rindova V. P., Williamson I.O., Petkova A. P. & Sever J. M. (2005). Being good or being known: an empirical examination of the dimensions, antecedents, and consequences of organizational reputation. Academy of Management Journal, 48,1033–1049.
• Scott, S. G. & Lane, V. R. (2000). A stakeholder approach to organizational identity. Academy of Management Review, 25(1), 43–62.
• Singh, K. & Misra, M. (2021). Linking Corporate Social Responsibility (CSR) and Organizational Performance: The moderating effect of corporate reputation. European Research Management Business Economics. 27, 100-139.
• Suomi, K., Kuoppakangas, P., Hytti, U., HampdenTurner, C. & Kangaslahti, J. (2014). Focusing on dilemmas challenging reputation management in higher education. The International Journal of Educational Management, 28(4), 461-478.
• Truong, Y., Mazloomi, H., & Berrone, P. (2020). Understanding the impact of symbolic and substantive environmental actions on organisational reputation. Industrial Marketing Management (In press, available online).
• Ural, E. G. (2002). İtibar yönetimi: değer yaratan bir halkla ilişkiler çalışması olarak itibar yönetimi. İstanbul Ticaret Üniversitesi Dergisi,2, 83-93.
• Uzunoğlu, E. & Öksüz B. (2013). Kurumsal itibar riski yönetimi: Halkla ilişkilerin rolü. Selçuk İletişim, 5(3), 111-123.
• Waeraas, A & Byrkjeflot, H. (2012). Public sector organizations and reputation management: Five problems. International Public Management Journal, 15(2), 186-206.
• Walker, K. (2010). A systematic review of the corporate reputation literature: definition, measurement, and theory. Corporate Reputation Review, 12(4), 357-387.
• Walsh, G., Mitchell, V. W., Jackson, P. R., & Beatty, S. E. (2009). Examining the antecedents and consequences of corporate reputation: A customer perspective. British Journal of Management, 20(2), 187-203.
• Whetten, D. A., & Mackey, A. (2002). A social actor conception of organizational identity and its implications for the study of organizational reputation. Business and Society, 41(4), 393–414.