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KURUMSAL ITIBAR-ORGUTSEL DOKU İLİŞKİSİNE KURAMSAL YAKLAŞIM-I: Paydaş Teorisi

A Theoritical Approach Relationship To Corporate Reputation-Organizational Texture-I: Stakeholder Theory

Journal Name:

  • İstanbul Üniversitesi İletişim Fakültesi Dergisi

Publication Year:

  • 2009

Key Words:

Keywords (Original Language):

Author NameUniversity of Author
Abstract (2. Language): 
Corporate reputation is increasingly pointed out together with sustainability. However, in order for corporate reputation to flourish in a desired path, organic structures of institutions stand as an important element. Although organic structure of institutions is perceived as organizational texture from outside, stakeholders consider it as both a distinctive factor and a corporate texture beacuse of its institutional importance. On the other hand, corporate texture is fed on organizational texture. Several factors, such as culture, play a role in the formation of organizational texture. In addition, organizational texture is affected by interaction between external environment and organization. Therefore, as a distinguishing factor among corporations, in the attainment of corporate reputation the organizational texture plays an active role by forming main dimensions determining attractiveness. In order to direct stake holders' perceptions in the desired way it is important to determine the operation of interaction between organizational texture and corporate reputation. The goal of this study is to synthesize corporate reputation and organizational texture by building on stakeholder theory because of the desire to do a comprehensive study. This study deals with corporate reputation and its formation, organizational texture, and the relationship between corporate reputation and organizational texture by using stakeholder theory.
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Abstract (Original Language): 
Günümüzde sürdürülebilir olmakla birlikte "kurumsal itibar", gittikçe vurgu yapılan bir konudur. Kurumsal itibarın oluşumunda kurumsal çekiciliğin rolü yadsınamaz. Ancak kurum itibarının istendiği gibi oluşmasında, kurumların organik yapılanması önem taşımaktadır. Kurumların organik yapılanması, her ne kadar dışarıdan örgütsel doku biçiminde algılanıyorsa da paydaşlar genelde onu, hem ayırt edici bir unsur hem de kurumsal anlam taşıdığı için kurumsal doku olarak ifade edebilmektedirler. Oysa kurumsal itibar üzerinde cezp ediciliğiyle etkili olan kurumsal doku, örgütsel dokuyla beslenmektedir. Örgütsel dokunun oluşumunda ise kültür başta olmak üzere pek çok örgütsel unsurun etkisi bulunmaktadır. Ayrıca çevre ile örgütün etkileşiminden de örgütsel dokunun etkilenebilmesi söz konusudur. Bu yüzden kurumların birbirinden farklılaşmasını sağlayıcı unsur olarak örgütsel doku, arzu edilen itibarın kazanılmasında cezp ediciliği sağlayan temel boyutlara şekil vererek aktif bir rol üstlenmektedir. Özellikle paydaş algılamalarının istenen yönde yönetilebilmesi için örgütsel doku ile kurumsal itibar arasındaki etkileşimin, nasıl ve ne yönde işlediğinin tespiti gerekmektedir. Çalışmanın amacı, kurumsal itibar ile örgütsel doku arasındaki ilişkiyi belirli kuramlar bağlamında inceleyerek, bu noktadaki eksiklikleri gidermeye çalışmaktır. Kapsamlı bir kuramsal değerlendirme düşünüldüğünden, konu öncelikle paydaş teorisi bağlamında ele alınmıştır. Bu makalede sırasıyla kurumsal itibar ve oluşumu ile örgütsel doku ele alınmış, daha sonra geliştirilen model bağlamında paydaş teorisi açısından kurumsal itibar-örgütsel doku ilişkisi üzerinde durulmuştur.
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