BazEkon - Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie

BazEkon home page

Meny główne

Szwajca Danuta (Silesian University of Technology)
Changes in Priority Stakeholder Groups of Multinational Corporations in the Context of Corporate Reputation Management
Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska, 2022, z. 163, s. 573-595, bibliogr. 79 poz.
Słowa kluczowe
Wizerunek przedsiębiorstwa, Interesariusze, Przedsiębiorstwo wielonarodowe
Company image, Stakeholders, Multinational enterprise
Purpose: The purpose of this article is to identify changes in the priority stakeholder groups of multinational corporations and their impact on corporate reputation management. Design/methodology/approach: The paper undertakes to answer the question: what changes in priority stakeholder groups are taking place in multinational corporations in the current geopolitical era, and what impact do these changes have on corporate reputation management? The following methods were used: literature review, analysis of secondary sources, reasoning based on an analysis of studies carried out by international research and consulting agencies. Findings: The home country and its citizens are becoming priority stakeholder groups for multinational corporations in the face threats to reputation in the pandemic era and in the realities of the new geopolitical era of the 21st century. Practical implications: Directions for change in corporate reputation management in the current geopolitical realities are identified, with a particular focus on the need to meet the expectations and interests of new priority stakeholder groups. Originality/value: The article contributes to the discussion on reputation management of multinational corporations in the area of reputation risk mitigation.(original abstract)
Pełny tekst
  1. Aggarwal, R., Berrill, J., Hutson, E., Kearney, C. (2011). What is a multinational corporation? Classifying the degree of firm-level multinationality. International Business Review, Vol. 20, Iss. 5, pp. 557-577.
  2. Aguilera-Caracuel, J., Guerrero-Villegas, J., García-Sánchez, E. (2017). Reputation of multinational companies: Corporate social responsibility and internationalization. European Journal of Management and Business Economics, Vol. 26, No. 3, pp. 329-346.
  3. Arli, D., Grace, A., Palmer, J., Pham, C. (2017). Investigating the direct and indirect effects of corporate hypocrisy and perceived corporate reputation on consumers' attitudes toward the company. Journal of Retailing and Consumer Services, Vol. 37, pp. 139-145.
  4. Brønn, C., Brønn, P.S. (2015). A systems approach to understanding how reputation contributes to competitive advantage. Corporate Reputation Review, Vol. 18, No. 2, pp. 69-86.
  5. Bukowska, U. (2008). Proces zarządzania interesariuszami. Zeszyty Naukowe Uniwersytet Ekonomiczny w Krakowie, No. 784, pp. 89-90.
  6. Calvano, L. (2008). Multinational Corporations and Local Communities: A Critical Analysis of Conflict. Journal of Business Ethics, Vol. 82, No. 4, pp. 793-805.
  7. Carroll, AB., Buchholz, A. K. (2003). Business & Society. Ethics and Stakeholders Management. USA: Thompson Learning. South-Western College, p. 78.
  8. Cheng, W.L., Ahmad, J. (2010). Incorporating stakeholder approach in corporate social responsibility: A case study at multinational corporations (MNCs) in Penang. Social Responsibility Journal, Vol. 6, No. 4, pp. 593610. doi:10.1108/17471111011083464.
  9. Chung, W., Chen, H., Reid, E. (2009). Business stakeholder analyzer: An experiment ofclassifying stakeholders on the web. Journal of the American Society for Information Science and Technology, Vol. 60, No. 1, pp. 5974.
  10. Clardy, A. (2012). Organizational Reputation: Issues In Conceptualization and Measurement. Corporate Reputation Review, Vol. 15, No. 4, pp. 285-303.
  11. Daudigeos, T., Roulet, T., Valiorgue, B. (2018). How Scandals Act as Catalysts of Fringe Stakeholders' Contentious Actions Against Multinational Corporations. Business & Society, Vol. 59, Iss. 3, pp. 387-418.
  12. den Hond, F., de Bakker, F.G.A. (2012). Boomerang Politics: How Transnational Stakeholders Impact Multinational Corporations in the Context of Globalization. In: Ph. Kotler, F. Maon, A. Lindgreen (Eds.), A Stakeholder Approach to Corporate Social Responsibility. Pressures, Conflicts, and Reconciliation. London: Routledge.
  13. Dickinson-Delaporte, S., Beverland, M., Lindgreen, A. (2010). Building corporate reputation with stakeholders: Exploring the role of message ambiguity for social marketers. European Journal of Marketing, Vol. 44 No. 11/12, pp. 1856-1874.
  14. Dowling, G. (2006). How good corporate reputations create corporate value. Corporate Reputation Review, Vol. 9, No. 2, pp. 134-143. doi: 10.1057/palgrave.crr.1550017.
  15. Eberl, M., Schwaiger, M. (2005). Corporate reputation: disentangling the effects on financial performance. European Journal of Marketing, Vol. 39, No. 7/8, pp. 838-854.
  16. Esenyel, V. (2020). Corporate Reputation as a Strategic Management Tool: Through the Lens of Employees. International Journal of Management and Sustainability, Vol. 9, No. 1, pp. 24-42. doi: 10.18488/journal.11.2020.91.24.42.
  17. Etter, M., Ravasi, D., Colleoni, E. (2019). Social media and the formation of organizational reputation. Academy of Management Review, Vol. 44, No. 1, pp. 28-52. doi: 10.5465/amr.2014.0280.
  18. Fombrun, C. (1996). Reputation: Realizing Value from the Corporate Image. Boston: Harvard Business School Press.
  19. Freeman, R.E., Harrison, J.S., Wics, A.C. (2007). Managing for Stakeholders. Survival, Reputation and Success. Yale University Press.
  20. Gangi, F., Daniele, L.M., Varrone, N. (2020). How do corporate environmental policy and corporate reputation affect risk-adjusted financial performance? Business Strategy and the Environment, Vol. 29, No. 5, pp. 1975-1991. doi:10.1002/bse.2482.
  21. Gardberg, N.A. (2006). Reputatie, Reputation, Rèputation, Ruf: A Cross-Cultural Qualitative Analysis of Construct and Instrument Equivalence. Corporate Reputation Review, Vol. 9, No. 1, pp. 39-61. doi: 10.1057/palgrave.crr.1550009.
  22. Gatzert, N. (2015). The impact of corporate reputation and reputation damaging events on financial performance: Empirical evidence from the literaturę. European Management Journal, Vol. 33, Iss. 6, pp. 485-499,
  23. Geller, G. (2014). A review and critique of the relation between corporate reputation, value creation and firm performance. Amazon Organizations and Sustainability, Vol. 3, No. 1, pp. 7-26. doi: 10.17800/2238-8893/aos.v3n1p7-26.
  24. Global Business at the Geopolitical Frontlines (2021). Retrieved from, 25.08.2022.
  25. Grunig, J.E. (2005). Situational Theory of Publics. Encyclopedia of Public Relations. Thousand Oaks, CA: Sage, pp. 778-780.
  26. Hall, M., Millo, Y., Barman, E. (2015). Who and What Really Counts? Stakeholder Prioritization and Accounting for Social Value. Journal of Management Studies, Vol. 52, No. 7, pp. 907-934.
  27. Harvey, W.S. 2021. Managing Multiple and Conflicting Reputations in Global Organizations. AIB Insights, 21(3).
  28. Harvey, W.S., Beaverstock, J.V., Li, H. (2019). Common threats and managing reputation in executive search firms. British Journal of Management, Vol. 30, No. 4, pp. 847-868.
  29. Harvey, W.S., Tourky, M., Knight, E., Kitchen, P. (2017). Lens or prism? How organisations sustain multiple and competing reputations. European Journal of Marketing, Vol. 51, No. 4, pp. 821-844.
  30. Hasan, M., Hossain, M. (2021). Corporate Recognition Award and Reputation Dimensions on Corporate Reputation Consequences: A Critical Review on Bangladesh. International Journal of Asian Business and Information Management, Vol. 12, Iss. 3, pp. 191-2014. doi: 10.4018/IJABIM.20210701.oa12.
  31. Helm, S. (2007). One reputation or many? Comparing stakeholders' perceptions of corporate reputation. Corporate Communications: An International Journal, Vol. 12, No. 3, pp. 238-254.
  32. Holtbrügge, D., Berg, N. (2004). How Multinational Corporations Deal with their Socio-political Stakeholders: An Empirical Study in Asia, Europe, and the US. Asian Business & Management, Vol. 3, No. 3, pp. 299-313.
  33. Holtbrügge, D., Berg, N., Puck, J.F. (2007). To bribe or to convince? Political stakeholders and political activities in German multinational corporations. International Business Review, Vol. 16, Iss. 1, pp. 47-67.
  34. Home Country as Stakeholder. The rising geopolitical risk for business leaders (2021). Retrieved from, 26.08.2022.
  35. Huber, C. (2018). The Corporate Reputation of Multinational Corporations. An Analysis of Consumers' Perceptions of Corporate Reputation and its Effects Across Nations. Wiesbaden: Springer Gabler.
  36. Illia, L., Lurati, F. (2006). Stakeholder Perspectives on Organizational Identity: Searching for a Relationship Approach. Corporate Reputation Review, Vol. 8, No. 4, pp. 293-304.
  37. Joseph, G. (2008). A rationale for stakeholderbased management in developing nations. Journal of Accounting & Organizational Change, Vol. 4, No. 2, pp. 136161.
  38. Lawrence, A.T., Weber, J. (2008). Business & Society. Stakeholders, Ethics, Public Policy, New York: McGraw-Hill, p. 12.
  39. Mahmood, M., Humphrey, J. (2013). Stakeholder Expectation of Corporate Social Responsibility Practices: A Study on Local and Multinational Corporations in Kazakhstan. Corporate Social Responsibility and Environmental Management, Vol. 20, Iss. 3, pp. 168-181.
  40. Matuleviciene, M., Stravinskiene, J. (2015). The Importance of Stakeholders for Corporate Reputation. Inzinerine Ekonomika-Engineering Economics, Vol. 26, No. 1, pp. 75-83.
  41. Matuleviciene, M., Stravinskiene, J. (2016). How to Develop Key Stakeholders Trust in Terms of Corporate Reputation. Inzinerine Ekonomika-Engineering Economics, Vol. 27, No. 4, pp. 472-478. doi: 10.5755/
  42. Mitchell, R.K., Agle, B.R., Wood, D.J. (1997). Toward a Theory of Stakeholder Identification and Salience: Defining the Principle of Who and What Really Counts. Academy of Management Review, Vol. 22, No. 4, pp. 853-886.
  43. Nawrocki, T.L. & Szwajca, D. (2021). A Multidimensional Comparative Analysis of Involvement in CSR Activities of Energy Companies in the Context of Sustainable Development Challenges: Evidence from Poland. Energies, Vol. 14, No. 15, 4592.
  44. Nawrocki, T.L., Szwajca, D. (2022). The Importance of Selected Aspects of a Company's Reputation for Individual Stock Market Investors-Evidence from Polish Capital Market. Sustainability, No. 14, 9187.
  45. Newcombe, R. (2003). From client to project stakeholders: a stakeholder mapping approach. Construction Management and Economics, Vol. 21, No. 8, pp. 841-848.
  46. Pererva, P.G., Kobielieva, T.O., Tkасhovа, N., Tkachov, M.M., Diachenko, T.A. (2021). Management of relations with enterprise stakeholders based on value approach. Problems and Perspectives in Management, Vol. 19, No. 1, pp. 24-38. doi:10.21511/ ppm.19(1).2021.03.
  47. Pietraś, Z.J. (1986). Podstawy teorii stosunków międzynarodowych Lublin: Uniwersytet Marii Curie-Skłodowskiej, p. 80.
  48. Pires, V., Trez, G. (2018), Corporate reputation: A discussion on construct definition and measurement and its relation to performance. Revista de Gestão, Vol. 25, No. 1, pp. 47-64.
  49. Podnar, K., Golob, U. (2017). The quest for the corporate reputation definition: Lessons from the interconnection model of identity, image, and reputation. Corporate Reputation Review, Vol. 20, No. (3-4), pp. 186-192. doi: 10.1057/s41299-017-0027-2.
  50. Poznańska, K., Kraj M. (2015). Badania i rozwój w korporacjach transnarodowych. Warszawa: PWN, pp. 14-15.
  51. Rindova, V.P., & Martins, L.L. 2012. Show me the money: A multidimensional perspective on reputation as an intangible asset. In: M.L. Barnett, T.G. Pollock (Eds.), The Oxford handbook of corporate reputation (pp. 16-33). Oxford UK: Oxford University Press.
  52. Roberts, P.W., Dowling, G.R. (2002). Corporate reputation and sustained superior financial performance. Strategic Management Journal, Vol. 23, No. 12, pp. 1077-1093.
  53. Sadiq, M. (2017). A Fuzzy Set-Based Approach for the Prioritization of Stakeholders on the Basis of the Importance of Software Requirements. IETE Journal of Research, Vol. 63, Iss. 5, pp. 616-629.
  54. Savage, G.T., Nix, T.H., Whitehead, C.J., Blair, J.D. (1991). Strategies for Assessing and Managing Organizational Stakeholders. Academy of Management Executive, Vol. 5, No. 2, pp. 61-75,
  55. Schwaiger, M., Raithel, S. (2014). Reputation und Unternehmenserfolg. Management Review Quarterly, Vol. 64, No. 4, pp. 225-259.
  56. Sharpe, L.M, Harwell, M.C. & Jackson, C.A (2021). Integrated stakeholder prioritization criteria for environmental management. Journal of Environmental Management, Vol. 282, No. 5,
  57. Subramaniam, P.L., Iranmanesh, M., Kumar, K.M., Foroughi, B. (2020). The impact of multinational corporations' socially responsible supplier development practices on their corporate reputation and financial performance. International Journal of Physical Distribution & Logistics Management, Vol. 50, No. 1, pp. 3-25. 10.1108/IJPDLM-01-2019-0002.
  58. Svobodova, K., Vojar, J., Yellishetty, M., Janeckova Molnarova, K. (2020). A multi-component approach to conceptualizing the reputation of the mining industry from a stakeholder perspective, Resources Policy, Vol. 68 (C). j.resourpol.2020.101724.
  59. Swoboda, B., Huber, C., Schuster, T., Hirschmann, J. (2017). Corporate Reputation Effects Across Nations: The Impact of Country Distances and Firm-Specific Resources. Management International Review, Vol. 57, No. 5, pp. 717-748. s11575-017-0313-3.
  60. Swoboda, B., Puchert, C., Morschett, D. (2016). Explaining the Differing Effects of Corporate Reputation across Nations: A Multilevel Analysis. Journal of the Academy of Marketing Science, Vol. 44, No. 4, pp. 454-473.
  61. Szwajca, D. (2014). Zarządzanie reputacją przedsiębiorstwa wobec sprzeczności oczekiwań interesariuszy. Studia Ekonomiczne, No. 202, pp. 90-99.
  62. Szwajca, D. (2016). Zarządzanie reputacją przedsiębiorstwa. Warszawa: CeDeWu.
  63. Szwajca, D. (2018). Wielowymiarowy charakter reputacji przedsiębiorstwa - implikacje dla zarządzania. Studia Ekonomiczne, No. 351, pp. 152-163.
  64. Szwajca, D. (2020). Enterprise stakeholders prioritatization for the purpose of management of reputation risk. Scientific Papers of Silesian University of Technology, Organization and Management Series, no. 144, pp. 523-535.
  65. van der Merwe, A. Puth, G. (2014). Towards a Conceptual Model of the Relationship between Corporate Trust and Corporate Reputation. Corporate Reputation Review, Vol. 17, No. 2, pp. 138-156.
  66. Veh, A., Göbel, M., Vogel, R. (2019). Corporate reputation in management research: a review of the literature and assessment of the concept. Business Research, Vol. 12, No. 2, pp. 315-353.
  67. Veser, M. (2004).The Influence of Culture on Stakeholder Management: Social Policy Implementation in Multinational Corporations. Business & Society, Vol. 43, No. 4, pp. 426-436.
  68. Vidaver-Cohen, D., Gomez, C., Colwell, S. (2015). Country-of-Origin Effects and Corporate Reputation in Multinational Firms: Exploratory Research in Latin America. Corporate Reputation Review, Vol. 18, No. 3, pp. 131-155. crr.2015.7.
  69. Vig, S., Dumičićć, K., Klopotan, I. (2017). The Impact of Reputation on Corporate Financial Performance: Median Regression Approach. Business Systems Research, Vol. 8, No. 2, pp. 40-58.
  70. Walker, D.H.T., Bourne, L.M., Shelley, A. (2008). Influence, stakeholder mapping and visualization. Construction Management and Economics, Vol. 26, No. 6, pp. 645-658.
  71. Walker, K. (2010). A Systematic Review of the Corporate Reputation Literature: Definition, Measurement, and Theory. Corporate Reputation Review, Vol. 12, No. 4, pp. 357-387.
  72. Walsh, G., Mitchell, V.W., Jackson, P.R., Beatty, S.E. (2009). Examining the antecedents and consequencesof corporate reputation: A customer perspective. British Journal of Management, Vol. 20, No. 2, pp. 187-203. doi:10.1111/j.1467-8551.2007.00557.x.
  73. Walsh, G., Schaarschmidt, M., Ivens, S. (2017). Effects of customer-based corporate reputation on perceived risk and relational outcomes: Empirical evidence from gender moderation in fashion retailing. Journal of Product and Brand Management, Vol. 26, No. 3, pp. 227-238. doi:10.1108/JPBM-07-2016-1267.
  74. Wang, L., Liang, X. (2017). Profit or legitimacy? What drives firms to prioritize social stakeholders? Asian Journal of Business Ethics, Vol. 6, No. 1, pp. 57-79.
  75. Weiss, J.W., Anderson, D. (2004). CIOs and IT professionals as change agents, risk and stakeholder managers: A field study. Engineering Management Journal, Vol. 16, No. 2, pp. 1318.
  76. Wong, B. (2005). Understanding stakeholder values as a means of dealing with stakeholder conflicts. Software Quality Journal, Vol. 13, No. 4, pp. 429-445. s11219-005-4254-x.
  77. Wujek, G. (1982). Reglamentacja prawa przedsiębiorstw wielonarodowych. Warszawa: PWN, p. 80.
  78. Zavyalova, A., Pfarrer, M.D., Reger, R.K., Hubbard, T.D. (2016). Reputation as a benefit and a burden? How stakeholders' organizational identification affects the role of reputation following a negative event. Academy of Management Journal, Vol. 59, No. 1, pp. 253-276.
  79. Zyglidopoulos, S.C. (2005), The impact of downsizing on corporate reputation. British Journal of Management, Vol. 16, No. 3, pp. 253-259.
Cytowane przez
Udostępnij na Facebooku Udostępnij na Twitterze Udostępnij na Google+ Udostępnij na Pinterest Udostępnij na LinkedIn Wyślij znajomemu