Title Uloga korporativnog ugleda u izgradnji dinamičnih sposobnosti poduzeća Title (english) The role of corporate reputation in building dynamic capabilities of firms Author Dina Tomšić Mentor Darko Tipurić (mentor)Committee member Marijan Cingula (predsjednik povjerenstva)Committee member Darko Tipurić (član povjerenstva)Committee member Marli Gonan Božac (član povjerenstva)Granter University of Zagreb Defense date and country 2015-04-14, Croatia Scientific / art field, SOCIAL SCIENCES Universal decimal classificationUDC ) 330 - Economics. Economic science Abstract Dinamičke sposobnosti odnose se kapacitet hotimičnog i svrsishodnog transformiranja, prilagođavanja te razvijanja resursne baze poduzeća. Zbog učinka obnavljanja, smatraju se vitalnim sposobnostima i tacitnom energijom poduzeća. Radi se o pristupu razvijenom unutar resursne teorije strategije, koji čini okvir za bolje konkuriranje poduzeća u kompleksnoj okolini. Reputacija je neodvojivo obilježje poduzeća koje ga prati u svim njegovim transakcijama i interakcijama. Ona je, uz znanje i sposobnosti, najdragocjenija imovina poduzeća i stoga vrijedna posebne pažnje svih upravljačkih razina. Korporativna reputacija potentan je strateški relacijski resurs kojeg poduzeće može koristiti kako u ostvarivanju različitih ciljeva, tako i u oblikovanju odnosa sa svojim brojnim interesno-utjecajnim skupinama. Oba navedena fenomena relevantna literatura prepoznala je kao nositelje konkurentnosti i djelotvornosti poduzeća, stoga se doktorska disertacija bavi analizom njihova međuodnosa. Predmet ovog istraživanja je izgradnja procesa dinamičkih sposobnosti poduzeća pomoću korištenja potencijala korporativne reputacije i njene medijatorske uloge u interakcijama poduzeća s ukupnom okolinom.
Izazov ove disertacije je identifikacija novog načina pribavljanja ideja i poduzeću svojstvenih i vrijednih informacija i znanja brže od njegove konkurencije. Njegova je namjena pomoć upravljačkim strukturama u izgradnji te preciznijem usmjeravanju procesa dinamičkih sposobnosti poduzeća, kao i u objektivnijem odlučivanju, boljem rješavanju problema i preciznijem balansiranju stakeholderskim očekivanjima. U tu svrhu istražena je, identificirana i oblikovana reputacijska sposobnost, važna nova dinamička sposobnosti poduzeća, u funkciji mehanizma osnaživanja tržišne i netržišne konkurentnosti poduzeća. Pomoću novorazvijenog indeksa te nove dinamičke sposobnosti poduzeće se može senzibilizirati za djelovanje u kompleksnoj, proširenoj okolini. Oslanjanjem na normu reciprociteta utvrđeno je da se odnosi poduzeća i njegove tržišne i netržišne okoline mogu oblikovati na kolaborativan način koji generira simbiozu i spiralu zajedničkih, sve kako bi ostalo u mogućnosti da dobro ili bolje ispunjava očekivanja interesno-utjecajnih skupina, ali i svoja očekivanja. Rezultati istraživanja pružaju empirijske dokaze koji mogu pomoći u produbljivanju razumijevanja o međudjelovanju korporativne reputacije i dinamičkih sposobnosti poduzeća te posljedično, u oblikovanju konkurentskih i kolaborativnih strategija kojima poduzeće može bolje konkurirati unutar ekosistema u kojem djeluje ili ima namjeru djelovati. Dodatno, okviru dinamičkih sposobnosti utvrđena je, konceptualizirana i pridijeljena nova funkcionalnost generičke platforme za balansirano strateško i korporativno upravljanje.
Abstract (english) Dynamic capabilities stand for the capacity of intended and purposeful transformation, adjustment as well as the development of the firm’s resources and capabilities. Due to its renewal effect on the resource base, they have been considered as essential and tacit firm’s energy. This view is developed within the resource theory of strategy, arguably aimed for the better firm’s competitive performance in complex operating context. Corporate reputation is an indivisible firm feature that accompanies it in all its interactions and transactions. Besides, it is a powerful strategic relational resource, able to provide assistance in achieving various goals of a company, as well as in shaping the preferable kind of relations with its numerous stakeholder groups. Both of the mentioned phenomena are highlighted in the relevant literature as the competitiveness, effectiveness and efficiency providers, therefore the doctorial thesis are oriented to unveil their interconnectedness. The doctorial research deals with the process of building the firm's dynamic capabilities by making use of the corporate reputation potential and its mediating role in the company's interaction with its ecosystem.
The research challenge within the thesis lies in the identification of the new mechanism able to supply the firm with specific and valuable information, ideas and knowledge faster than the competition, so to improve management and governing structures performance in building and directing the dynamic capabilities capacity, in more objective decision-making and in calibrated stakeholder alignment. Through the theoretical and empirical analysis the reputational capability as a new and a highly important breed of dynamic capability has been identified, and conceptualized as a driver of the firm's market and non-market based competitiveness. Along with the new four-dimensional index, the new tool is aimed to elevate the firm’s awareness of the changes in its environment and its own sensibility to perform within enlarged and complex context. Building on the reciprocity norm, the research questions the potential and facet of the firm market and non-market arena relations to be shaped on the collaborative basis that may generate the spiral of mutual benefits, suitable for the firm to remain capable to meet the stakeholder expectations and its own, as well. The research results provide empirical evidences suitable for deepening the present understanding of the dynamic capabilities – corporate reputation relationship, consequently helping in shaping competitive and collaborative strategies for better performance within the firm operating ecosystem or the one it tends to operate in. Moreover, the new functionality of the dynamic capabilities framework has been spotted, conceptualized and assigned: it can be harnessed as the generic platform for the balanced management and governance.
Keywords
dinamičke sposobnosti poduzeća
korporativna reputacija
reputacijska dinamička sposobnost
Keywords (english)
dynamic capabilities
corporate reputation
reputational dynamic capability
Language croatian URN:NBN urn:nbn:hr:148:415771 Study programme Title: Economics and Business Economics Type of resource Text File origin Born digital Access conditions Access restricted to students and staff of home institution Terms of use Created on 2016-02-16 10:05:20
