The Impact of Corporate Political Activity on Corporate Reputation Amongst Industry Stakeholders

IF 1.5 Q3 BUSINESS
Ormrod, Robert P., Müller, Annika C.
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引用次数: 1

Abstract

Many firms have increased their expenditure on Corporate Political Activity (CPA) in an attempt to both influence the public policy process and to increase the corporate reputation (CR) of the firm. We first discuss the literature on the context and proactive political strategies involved in CPA, and the literature on CR. Our empirical study draws on this literature to examine the German food manufacturing industry, utilising expert interviews with nutritional scientists and NGO representatives, analysed using a qualitative, thematic analysis. Our findings and managerial implications centre around the reputational effect on the firm and competitors, and upon the metaphor of ‘issue islands’. Proactive CPA strategies and constituency-building, whilst seen as risky, had a positive effect on firm CR amongst the industry stakeholders if adopted over the long-term. CPA strategies can also provide a first-mover competitive advantage; competitors that subsequently adopt the same strategy do not receive the same reputational benefits. ‘Issue islands’ was a metaphor used by one industry stakeholder to describe how the stakeholder-specific perception of one issue does not necessarily affect another; for example, the nutritional scientists focused on product nutrition and not a commercial organisation’s advertising when constructing the CR of that organisation.

企业政治活动对企业声誉在行业利益相关者中的影响
许多企业增加了在企业政治活动(CPA)上的支出,试图既影响公共政策过程,又提高企业声誉(CR)。我们首先讨论了有关CPA的背景和积极的政治策略的文献,以及关于CR的文献。我们的实证研究利用这些文献来研究德国食品制造业,利用与营养科学家和非政府组织代表的专家访谈,使用定性的主题分析进行分析。我们的研究结果和管理意义围绕着对公司和竞争对手的声誉影响,以及“问题岛”的隐喻。积极主动的注册会计师策略和选民建设,虽然被视为有风险,但如果长期采用,对行业利益相关者中的公司CR有积极影响。注册会计师战略还可以提供先发竞争优势;随后采用同样策略的竞争对手并没有获得同样的声誉收益。“问题孤岛”是一个行业利益相关者用来描述利益相关者对一个问题的特定看法如何不一定影响另一个问题的比喻;例如,在构建一个商业组织的CR时,营养科学家关注的是产品营养,而不是该组织的广告。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
3.80
自引率
5.30%
发文量
19
期刊介绍: Corporate Reputation Review is the leading international journal for all scholars and academics concerned with managing and measuring corporate reputation.The Journal is reviewed by a distinguished editorial board, under the guidance of Guido Berens (Erasmus University, The Netherlands). Corporate Reputation Review provides a forum for rigorous, practically relevant academic research into reputations and reputation management, as well as related concepts such as identity and corporate communication.
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