평판위험 측정과 관리방안에 대한 연구 = A Study on the Measurement and Management Strategy of Reputation Risk

다국어 초록 (Multilingual Abstract)

The purpose of this study is to develop a measurement method for reputation risk and to examine the effect of reputation risk on corporate value. Therefore, this study defines reputation risk as 6 factors, namely, ① products and services, ② financial performance, ③ vision and leadership, ④ social responsibility, ⑤ consumer protection, and ⑥ negative press reports on corporate reputation. and Event Study was conducted to examine the effects of them on corporate value.
As a result of the study, it was found that the report of reputation risk in media had a negative effect on corporate value. Reputation risk as of the date of the incident lowered the enterprise value by -5.21%, and showed a cumulative excess return of -9.36% during the incident period (0~+5). In addition, negative articles on 6 factor were all found to have a negative impact on corporate value. In particular, financial performance and products and services had a significant negative impact on corporate value. The results of this study show that the reputation risk is about 10% of the corporate value, and that the size may vary depending on the factors of reputation risk. In particular, it shows that the management of the company's products and services as well as the management of the company's financial status as the most important part in managing reputation risk.

참고문헌 (Reference)

1 김대영, "평판 분야의 국내 연구에 대한 내용분석: 국내 학술지의 연구대상 및 방법론을 중심으로(1997-2013년)" 대한경영학회 27 (27): 1903-1921, 2014

2 박승배, "지각된 회사평판과 지각된 부서평판이 조직유효성에 미치는 영향에 관한 연구-지각된 부서평판의 매개효과를 중심으로-" 한국기업경영학회 18 (18): 105-120, 2011

3 김홍영, "지각된 외부 평판과 윤리적인 조직 분위기가작업장 태도에 미치는 영향" 한국인적자원개발학회 12 (12): 27-48, 2009

4 노성민, "조직평판이 구성원의 행태에 미치는 영향에 관한 분석: 내부평판을 중심으로" 서울행정학회 24 (24): 193-219, 2013

5 김용재, "조직평판과 조직동일시가 직무만족에 미치는 영향" 한국기업경영학회 20 (20): 67-84, 2013

6 유병우, "조직 평판이 조직몰입과 직무만족도에 미치는 영향" 한국경영컨설팅학회 12 (12): 101-118, 2012

7 이승철, "사회적 평판이 직무만족 및 조직몰입에 미치는 영향- 경찰공무원을 중심으로 -" 한국자치행정학회 28 (28): 469-492, 2014

8 한은경, "기업평판과 CEO평판의 효과모델 연구 : 삼성과 SK를 중심으로" 한국광고학회 16 (16): 125-144, 2005

9 Fombrun, C. J., "What's in a name? Reputation building and corporate strategy" 33 (33): 233-258, 1990

10 Markwick, N., "Towards a framework for managing corporate identity" 31 (31): 396-409, 1997

11 Fombrun, C. J, "The road to transparency: Reputation management at Royal Dutch/Shell" 7 : 7-96, 2000

12 Herbog, P., "The relationship of reputation and credibility to brand success" 10 (10): 18-24, 1993

13 Gatzert, N., "The impact of corporate reputation and reputation damaging events on financial performance: Empirical evidence from the literature" 33 (33): 485-499, 2015

14 Fombrun, C. J., "The Reputational Landscape" 1 (1): 5-6, 1997

15 Power, M, "Reputational risk as a logic of organizing in late modernity" 30 (30): 301-324, 2011

16 Weigelt, K, "Reputation and corporate strategy: A review of recent theory and applications" 9 (9): 443-454, 1988

17 Fombrun, C. J., "Reputation : Realizing value from the corporate image" Harvard Business School Press 1996

18 Fombrun, C. J, "Opportunity platforms and safety nets: Corporate citizenship and reputational risk" 105 (105): 85-106, 2000

19 Deephouse, D. L., "Media reputation as a strategic resource : An integration of mass communication and resource-based theories" 26 (26): 1091-1112, 2000

20 Lewis, S., "Measuring corporate reputation" 6 (6): 31-35, 2001

21 Gray, E. R., "Managing corporate image and corporate reputation" 31 (31): 695-702, 1998

22 Jolly, A, "Managing Business Risk" Kogan Page 2003

23 Fombrun, C. J., "Fame and fortune: How the world's top companies develop winning reputations" Pearson Education 2003

24 O'Callaghan T., "Disciplining multinational enterprises: The regulatory power of reputation risk" 21 (21): 95-117, 2007

25 Lewellyn, P. G, "Corporate reputation: Focusing the zeitgeist" 41 (41): 446-455, 2002

26 Eckert, C., "Corporate reputation and reputation risk: Definition and measurement from a (risk) management perspective" 18 (18): 145-158, 2017

27 Gunthorpe, D. L., "Business ethics: A quantitative analysis of the impact of unethical behavior by publicly traded corporations" 16 (16): 537-543, 1997