Įmonių reputacijos vertinimo problemos ir galimybės
PROBLEMS AND OPPORTUNITIES OF COMPANIES’ REPUTATION EVALUATION

Summary/Abstract: The definition of company reputation continues to be a hot discussion topic among academics and business practitioners. This fact demonstrates, on one hand, the importance of reputation as company’s intangible asset, and, on the other hand, proves that it is necessary to improve the company reputation construct. There is no doubt about company reputation having a complex and multi-layered meaning. There is no and there cannot be a single indicator which would allow measuring the level of reputation. The authors of the article present different definitions of reputation and define their opinion about company reputation. It is also equally important to evaluate ways of measuring company reputation. This article gives an overview of several reputation measurement methodologies used in foreign countries, and the authors present their critical view on them. Measurement of company reputation is an object of high attention among academics worldwide. In 2006 Reputation Institute did a multi-national study to understand how reputations had evolved over the preceding decade. Based on this research the RepTrak™ Model was developed and the Global Pulse study was launched. The RepTrak™ model tracks 23 key performance indicators (attributes) grouped around 7 core dimensions: Products & Services, Innovation, Workplace, Governance, Citizenship, Leadership, and Performance. However, this area has barely been researched in Lithuania. This fact is also reflected in practice - very few Lithuanian companies understand the importance of reputation. In order to encourage company involvement in reputation management, Lithuania has for the first time organized „Te Most Respected Lithuanian Company 2008“award. The organizers of this competition have developed a company reputation measurement methodology. This methodology both incorporated the worldwide practice of company reputation measurement and adopted this practice to Lithuanian environment. Companies’ reputation evaluation was based on seven dimensions: value of the company, leaderships, governance, responsibility, public opinion, business leader opinion and company as work place attractiveness. This article analyses the mentioned methodology and proposes ways of improvement.

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