Doktorarbeit: Die Reputation von Forschungseinrichtungen – Konzeptualisierung, Modellentwicklung und Ableitung von Handlungsempfehlungen

Die Reputation von Forschungseinrichtungen – Konzeptualisierung, Modellentwicklung und Ableitung von Handlungsempfehlungen

MERKUR – Schriften zum Innovativen Marketing-Management, Band 87

Hamburg 2014, 376 Seiten
ISBN 978-3-8300-7753-4 (Print), ISBN 978-3-339-07753-0 (eBook)

R&D Partnership, reputation, research institution

about this book

deutsch | english

Traditionally, research has been done far away from the public eye. Over time, however, public interest in research has increased so much so that a research institution's reputation has become ist most important capital. A good reputation is therefore an increasingly crucial success factor in the competition for cooperation partners, research funds and young academic talent. This work presents a framework for measuring and understanding the influences on reputation that will enable technology-oriented research institutions to transform their reputations into sustainable strategic resources. Research institutions will be able to use it to determine both their current reputation and what they need to achieve a good reputation. At the same time, this framework reveals the impact of stakeholder-specific supportive behavior. With regard to the crucial selection of partners for R&D cooperations, this work provides valuable evidence for the rule: the better the reputation, the more attractive the institution is as a partner in R&D. Based on a stakeholder-orientated reputation management concept, this work offers a holistic approach for the recognition, fostering and effective achievement of the reputation potential. The approach shall serve as a guideline for a practice-oriented implementation.

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