The Effects of Corporate Reputation on Marketing Performance of Nigeria Business Organization
(Case Study of Cadbury Nigeria Plc, Ikeja)
CHAPTER ONE
Purpose of the Study
The purpose of this study is to ascertain The effects of corporate reputation on marketing performance of Nigeria business organization (case study of Cadbury Nigeria PLC, Ikeja). Leaning on the study purpose the objectives of this study will be:
- To ascertain the extent to which integrity building impact on Organizational Performance.
- To ascertain the extent to which corporate social responsibility impact on Organizational performance.
CHAPTER TWO
LITERATURE REVIEW
Theoretical Framework
The underlying theory that best explains the subject of this study is the system theory propounded by Von Bertalanffy in 1956. The theory known as system theory opposes reductionism and promotes holism. Rather than reducing an entity (e.g. the human body) to the properties of its parts or elements (e.g. organs or cells), systems theory focuses on the arrangement of and relations between the parts which connect them into a whole. System theory acknowledges complexity as an attribute of reality and focuses on synergy, combination analysis and synthesis. Systems theory considers organizations as systems with relative boundaries which make exchanges with the environment and must adapt to environmental changes in order to survive. They are open systems which interact directly with the environment through inputs and outputs.
Concept of Corporate Reputation
There is quite some difficulty in finding a well-crafted definition of corporate reputation in the available literature of corporate reputation which succinctly captures the subject. Earlier definitions tended to mimic the professional orientation or bias of their authors along economic, strategic, marketing, organizational, sociological and accounting lines of thought.. Corporate reputation can be defined as a “perceptual representation of a company s past actions and future prospects that describe the firm’s overall appeal to all its key constituents when compared to other leading rivals Fombrun (2009). Reputation management refers to the set of strategies that companies develop to cope with the expectations of their audiences, Manage the interpretations those audiences make, and to build favorable regard (Fomrbrun and Rindova, 2009). Many organizations have recognized the importance of reputation management efforts in their overall business strategy. This trend is reflected both in corporate communication spending and beliefs as to what constitutes a company’s public relations objectives.
What are the main components of corporate reputation management? In other words what are those elements that comprise or configure corporate reputation, the doing of which enhance an organization’s ranking in the perceptual mapping of the public at large? These components are also called measures of corporate reputation. However, Schwaiger (2010) in his study titled “components and parameters of corporate reputation: an empirical study” identifies exactly ten components of corporate reputation; while Harrisons (2012), also identifies ten components that are identical to those of Schwaiger (2010). These components are:
The very foundation of highs reputation resides in the quality of staff that organizations hire, the depth of their motivation and their talents. How these employees are treated and the quality of their workplace behavior, seep out into the public domain and thus affects the reputation or otherwise which an organization will be associated with.
The public likes well-managed organizations that can also boast of high quality managers with clear vision for the future. Organizations that harbor management people or executives who cut corners often end up on the liability side of corporate reputation because with time their flanks burst open irretrievably. Recent examples may include Enron, Halliburton, Cadbury Nigeria plc and the ten banks recently taken over by the Central Bank of Nigeria.
Reputation management strategies are inherently rhetorical in that they attempt to persuade an audience to trust the organization or to regain the public’s confidence after its image has been damaged. Dukerich and Carter (2012) recognize that ‘corporate reputations are based on perceptions and it is those perceptions that drive reputational assessments, regardless of the reality of the situation. The publics reliance on perception creates opportunities for organizations to intervene in the rhetorical process. Organizations bolster their reputations through proactive strategies, but are often engaged in reparative actions in response to negative press or direct attacks. Dukerich and Carter, (2012) define these two functions as assertive and defensive.
CHAPTER THREE
METHODOLOGY
Research design
Baridam, (2006) defines research design as a framework or plan that is used as a guide in collecting and analyzing the data for a study. This study makes use of the quasi-experimental research design, because it is a survey oriented study.
CHAPTER FOUR
DATA PRESENTATION, ANALYSIS AND DISCUSSION OF FINDINGS
Data Presentation
A total of two hundred and eighty seven (287) copies of questionnaire were designed and conveniently distributed to respondents in the selected manufacturing company used in this study, out of which 117 (one hundred and seventeen) copies were dully completed and returned by respondent.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
Summary of Findings
This study was carried out to investigate The effects of corporate reputation on marketing performance of Nigeria business organization( case study of Cadbury Nigeria PLC, Ikeja). The data from respondents were subjected to analysis. The researcher raised Two (2) hypotheses which were tested with the regression model statistical technique with the use of statistical package for social sciences (SPSS) so as to confirm the stated hypotheses. From the study, the researcher discovered that the corporate reputation management of the selected manufacturing company in Lagos has a strong and significant relationship with organizational performance, owing to the fact that the corporate reputation built by the manufacturing companies used in this study has positively affected their performance.
Conclusion
The aim of this study was to investigate The effects of corporate reputation on marketing performance of Nigeria business organization( case study of Cadbury Nigeria PLC, Ikeja). The study revealed a significant relationship between the corporate reputation management strategies employed by the understudied organizations and organizational performance. The corporate reputation management which include: integrity building, reliability and corporate enhances, profitability and market share of the organization. The study also revealed that when corporate reputation management is effective in organization, it will further attract the exhibition of positive work attitude of employees as well as creating a positive image and impression in the mind of stakeholders and the general public regarding the organization.
Recommendations
Having reached the above conclusions, the researcher recommended that;
- Management of organization should endeavour to always prioritize corporate reputation management in the day to day operations and also the management of manufacturing companies in Lagos State
- Management of organization in Lagos State should be socially responsive to their environment and communities of operations.
REFERENCES
- Ali, R.A. & Ali, T.H (2011). Work satisfaction and economic performance. American Academy of Business. 4 (12): 289-300
- Alsa, K. (2008). Stewardship: Choosing Service Over-interest. San Francisco, Berret-Koehler Publisher ltd.
- Arnold, L. R. (2009). Introduction to business: An introductory Approach. Port Harcourt, Belks Publishers ltd.
- Booms, B.O. (2008). The functions of the executive. London, Harvard University Press ltd.
- Bromley, R.T. (2002). Productivity in organization. London, Renee Publication ltd.
- Druckenmiller, D. U. (2009). Organizational disciplinary approaches. New York, Russell Publishers ltd.
- Genasi, C. (2002). Winning Repuations: How to be your own spin doctor. USA: Gordonsvile
- Goldstein, B.J. (2010). Transformational leadership orientation. San Francisco, Double-Edge Publishers ltd.
- Kennedy, T.K. (2007). Impact of managerial style on employee behavior. Onitsha: Africana first publishers ltd.
