Identity, image, and reputation: an interdisciplinary framework and suggested terminology Essay

Building a vibrant and positive bodily report is the endeavor of every union, whether it is large-scale or small-scale. Indeed, the growth and beatment of the club is knifelike in its ability to enact feasible mechanisms of enhancing integrated news report. Both internal and away stakeholders depend on corporate written report to measure a troupes performance. It is from the corporate news report that a union can define its fundamental place in the commercialize. Ryanair, an Irish airline company with an expansive European market displays the impact of corporate reputation on the performance of the company. Despite the companys growth everyplace the years, reputational challenges sacrifice rocked its performance in a highly matched business environment. guest satisfaction, corporate image and corporate identity realise suffered heavily because of its negative corporate reputation. In an effort to embellish its affairs with study stakeholders, Michael O Leary, the companys CEO has sought to find ways of effectively managing the companys corporate reputation. This report identifies the reputational challenges poignant Ryanair, and recommending corporate communion materials of improving customer operate, enhancing corporate image and identity, developing positive forwarding and building a strong corporate reputation for the company.Managing corporate Reputation Todays business environment is extremely dynamic and competitive in nature a companys corporate victor depends on a myriad of factors. Among these factors is corporate reputation. A companys reputation fundamentally defines its performance and jurisdiction in the market place. A companys internal and external environments play instrumental roles in influencing its corporate reputations index. In essence, corporate reputation influences the trends that the companys stakeholders develop towards it, for instance, it implys customer satisfaction, customer loyalty and employee rete ntion (Chun 2005, p 91). In an age whereby businesses are facing numerous challenges, managing corporate reputation is an imperative business strategy, as it provide certainly develop internal and external corporate portfolios to initiate success.Managing corporate reputation entails the deliberate articulation of feasible leadership structures and developing consistent internal and external business environments, which consequently result into grapheme products and operate. Moreover, a robust corporate reputation is significant in establishing a vibrant race between a company and its stakeholders. According to corporate reputation theory, managing a companys corporate reputation exacts an integration of the fundamental elements that influence its corporate image and identity. Hence, according to Institute of Directors (1999), a positive corporate reputation is a valuable intangible asset that attracts a large customer basis and invites investments from potential shareholders . Ryanair is an Irish airline company that since its inception has continued to influence the European airline industry. Despite its far-reaching influence in the market, Ryanair has corporate reputation issues that affect its corporate image and identity, which has strained its stakeholder relations. Addressing the corporate reputation issues require a revamp of its systems in order to build a strong corporate reputation.2.0 covering2.1 Reputational challenges Since its inception in 1984, Ryanair has experienced commendable growth from being a small airline to one of Europes largest airline companies. A relevant verbal expression that has enabled Ryanair to have an exponential growth in the industry in its low-priced business model it really cuts across 28 European countries. With over 8,500 staff members, Ryanair has certainly been establishing itself as a potential destination for airline customers. Despite its massive expansion, reputational challenges continue to rock t he company. customer satisfaction is on the decline, with customers expressing concerns close its awful services. Inconsiderate treatment of customers has damaged the reputation of the company and jeopardizes its ability to grow. For example, customers on business travels continuously express their concerns because of delays and unprofessional ways of handling customers.Moreover, a confabulation lapse between Ryanair and its major stakeholders has threatened its corporate reputation. Poor communication services with its customers have resulted into degraded services and negative feedback, thus come on damaging the companys corporate image. Decreased profits precipitated by the prevailing corporate trends in the company have also raised eyebrows among its account stakeholders. The decline in the companys profit index poses a negative corporate reputation since financial stability is an imperative aspect of specify a business success. Thus, the reputational challenges call for n ecessary interventions in re rise the company.2.2 Current situation Currently, Ryanairs major stakeholders are not satisfied with the diminishing corporate reputation of the company. Stakeholders are the parties that contribute in the running of a business they are the people who influence or are influenced by the decisions of the company. The stakeholder theory gives a framework for identifying the interested parties in the business, as well as how the care should accord think of to the parties that influence the running of the business (Phillips 2011 p 25). The stakeholders concerns stem from the current impede growth in the company, and its inability to make further uncoverings in the market. The companys diminishing corporate image jeopardizes its potential for growth in a competitive market. In view of the stakeholder theory, Ryanairs charge has pop offed in its mandate to satisfy customers, who are the major stakeholder. customer satisfaction is on a decrease streak. Su rveys are constantly showing that Ryanair is trailing behind its major competitors in the industry. This is attributed to the high dissatisfaction levels expressed by its customers, in respect to customer services. Provision of quality services is an impetus to market expansion and a large customer base. The absence of this factor has resulted into poor feedback from the customers.Also, Michael O Leary, the CEO of the company has noted that thither is a need to break from the historical business models and introduce viable and strategical models that fit in todays corporate world. The concerns of the external stakeholders including shareholders and customers have contributed to the current position of the airline companys trouble. Based on a strategic management model, the management of the company is mandated to readjust its internal and external business environments to meet its objectives.3.0 The challenge3.1 Scope of the challenge The biggest challenge affecting Ryanair is a negative corporate reputation in the airline industry. The negative reputation has virtually affected its corporate image and identity. A companys corporate image refers to what its external stakeholders see (Chun 2005 p 95). For example, the relationship between a company and its customers defines the way they view it. Conversely, corporate identity, describes the strategic values of a company edged in its vision, mission and philosophy (Chun 2005, p 97). Moreover, due to the companys poor service delivery to customers, negative publicity has certainly taken shape hence, affecting its relationship with stakeholders. A critical analysis of the current situations facing Ryanair shows that both the internal and external environments of the company face negative effects from the reputational issues.From a strategic perspective, the reputational challenges that Ryanair faces threaten to put it on the losing end of competitive advantage. Competitive advantage is the ability to win out competition in a highly competitive market (Castellion 2010 p 935). Though it is a low-cost airline, the services it offers are not satisfactory to many of its customers hence, it stands to lose potential customers to other high quality competitors like British Airways. In addition, from a strategic management perspective, the corporate reputational challenges affecting the company pose threats and increases operational weaknesses, which limit its potential growth in the market.From an organizational perspective, the inability of a company to have viable platforms of controlling its resources exposes it to negative consequences including shrinking its corporate identity portfolio (Fombrun & Riel 2004 p 17). The objectives of a company cannot be realized without adequate organizational management. Ryanairs short-sightedness in its corporate image is attributed to its inability to manage its resources well. Additionally, the failure of instituting a coherent way of integrating the org anizational functions of the company negatively affects its overall performance.3.2 Impact of reputational issues on the organization and its stakeholders The reputational issues have far-reaching effects on the organization as well as its stakeholders. The enterprise risks losing its customers to other airline companies because of its inability to provide quality services. Customer satisfaction is an burning(prenominal) aspect in meeting the clients ineluctably, the major stakeholders in a company (Jacobson & Mizik 2009 p 815-817). Based on the case, the companys episodic way of handling customers has the potential of damaging its corporate image. Moreover, the companys vision and objectives cannot be met with precision because of its blurred potential to make a breakthrough in the market. Reduced profits reported by the company implies that its financial stability faces a major blow hence, affecting its operations greatly.Shareholders, who are important stakeholders in the c ompany, pull up stakes certainly be affected by the reduction of the shares value. The reputational challenges affecting Ryanair pose a huge risk on its market share. Additionally, customers fail to get value for their money, and shift their focus on alternative service providers. Suppliers of pertinent resources to the airline company also face the risk of losing the business relationship because of the heightened loss of corporate image and identity.4.0 Proposal Based on the case study, Ryanair, through the leadership of its CEO, Michael O Leary should enact feasible communication platforms of intervening in the corporate reputation challenges affecting the company. Enacting viable communication channels with its stakeholders will certainly play an instrumental role in restoring a positive corporate reputation. Thus, improving the companys customer service, identity and image, restoring positive publicity and developing a strong corporate reputation for the company will requir e a sound communication portfolio with its major stakeholders.Improving the companys customer service, identity and image This will require deliberate efforts from the companys management. Empowering the staff is vital in improving customer services. Zeithaml, V. (2000) asserts that investing in adequate human resource frameworks that increase the capacity of the staff is considerable in improving customer service relations. Training employees on the most proficient ways of serving customers are instrumental in developing viable communication links. This will consequently improve the companys relationship with its customers, who are imperative external stakeholders. Of importance still, investing in a highly appoint human resource will bring up the companys corporate identity by meeting its goals and objectives. Meeting the clients needs by availing quality services will greatly helpin establishing a cohesive business relationship.Brown et al. (2005), highlight that a customers delight is in receiving value for his money. Through providing quality airline services, the company is certainly communicating its desire to meet the needs of its customers. Indeed, the customers satisfaction is a way of expressing a continuous and palmy business relationship. Consequently, this will undoubtedly improve the companys corporate image by meeting the customers expectations.Instituting a communication platform among the tombstone stakeholders will be pertinent in addressing the reputational issues of the airline company. Based on the expansive nature of Ryanair, it is significant to have an online and accessible feedback platform whereby the companys management can communicate with its customers. This will enhance the companys sensitivity to its customers needs and make them their primary concern. This is a practical way of enhancing customer service and building a strong corporate image and identity.Gaining positive publicity Gaining a positive public image is an important step towards the change that Ryanair needs to implement. Having a positive public image is a major boost in the success of any business (Caruana and Chircop 2000, pp 45-50). Given the large European market that Ryanair operates in, embracing a positive public image will enhance its chances of success. Firstly, the management of the company needs to develop organizational management frameworks that control the resources of the company with utmost proficiency. The management of the company is vital in disseminating a companys functions to the relevant parties. The management, being a major stakeholder in the company has the agreement of ensuring that the internal environment of the company is articulating management issues vehemently. This calls for the employees to work collaboratively with the management in affecting the external stakeholders positively. The effective business communication grounding between the management and employees will produce results that will pre cipitate positive publicity for Ryanair.As a result, the considerable organizational management will influence positive publicity by increasing customer confidence. An increase in customer confidence is sufficient in arousing the airlines public image hence, gaining positive publicity. Customer confidence in the management portfolio of the company will be crucial in diversifying its market jurisdiction. On the same note, advertising agencies and suppliers who form a key component of the companys external stakeholders will play a crucial role in improving Ryanairs positive publicity. With credible communication platforms between the external stakeholders and the company, it is without a doubt that the company will develop a positive publicity. develop a strong corporate reputation Developing a strong corporate reputation is a fundamental tool in ensuring that Ryanair remains a reputable airline company in the industry. Indeed, this calls for induce communication frameworks among the stakeholders of the company. True, the airline industry features as extremely diverse hence, the need for investing in the best publicity platforms. Spreading information is an aspect of publicity that should be implemented with ease in order for the company to increase its chances of success. Information about structural changes in the airline industry should be communicated in the best way possible for the purpose of initiating viable communication structures between the internal and external stakeholders. Thus, initiating feasible publicity frameworks is a credible way of surfacing a strong corporate reputation by improving communication among the key stakeholders in Ryanair airlines.Crisis control in the company is a pertinent aspect in securing a strong corporate reputation in the company. The management of the company should set up platforms for ensuring that crisis management is articulated vehemently. Chun and Davies (2006) point out that the crisis management is imperat ive in any ambitious company because risks are inevitable in the global market. In this respect, reputational risk management for Ryanair is an integral base in the staging of a strong corporate reputation. Through amicable communication platforms, the internal stakeholders of the company have the capacity to address the reputational issues affecting it.It is necessary to generate together the functions of the management and employees with the expectations of the external stakeholders. This creates a cordial business relation that undoubtedly builds a strong corporate reputation. In essence, in order to enhance the companys reputational competence, there is a need for the diverse stakeholders to work together in tandem.5.0 Conclusion In conclusion, it is evidently clear that managing corporate reputation is an important function of any ambitious company. In the case of Ryanair airlines, its expansive market calls for feasible communication strategies to secure a solid corporate reputation portfolio. The success of the company fundamentally depends on its ability to initiate practical corporate reputation strategies. Training employees, providing quality services and securing effective communication platforms will certainly enhance customer satisfaction and build the companys identity and image. Thus, this calls for prioritizing the needs of the customers and making them principal stakeholders. Additionally, the need for a credible publicity is significant in the growth expansion of the companys positive publicity. Lastly, building a strong corporate reputation requires the collaborative actions of all major stakeholders.ReferencesBrown, T.J., Dacin, P.A., Pratt, M.G. and Whetten, D.A. (2005). Identity, image, and reputation an interdisciplinary framework and suggested terminology. Paper presented at the Academy of Marketing Science Conference, Tampa, FL.Chun, R. (2005). Corporate reputation Meaning and measurement. International Journal of Management Revie ws chroma 7 Issue 2 pp. 91109.Caruana, A. and Chircop, S. (2000). Measuring corporate reputation a case example. CorporateReputation Review, 3(1), 4357.Chun, R. and Davies, G. (2006). The influence of corporate caseful on customers and employees exploring similarities and differences. Journal of Academy of Marketing Science (JAMS), 34(2)Castellion, G. (2010). 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