CENTRALITY OF CORPORATE REPUTATION MANAGEMENT FOR GROWTH OF LARGE-SCALE ORGANIZATIONS IN CONTEMPORARY NIGERIA

Ejike C. Okoroafor (PhD), Chibuzo Anthony Akujuobi

Abstract


Corporate Reputation Management (CRM) is a phenomenal strategy of tracking an organization’s actions and policies in relation to its publics or stakeholders using communication in order to achieve organizational ends. Effective Corporate Reputation Management has  the tools to improve organizational capacity to deal with issues that undermine corporate reputation and organizational productivity, particularly in the large-scale organizations with their  wider business milieu and stakeholders. In Nigeria, large-scale organizations are increasingly grappling with the challenge of poor reputation, issues of reputation management and the attendant negative impacts on organizational growth. Corporate organizations deal with numerous stakeholders who contribute in varied ways to their capacity to succeed, and therefore are often faced with the need to control corporate public perception/opinion and image. Employing secondary materials from library and the internet, the paper explores the concept and centrality of corporate reputation management for large-scale organizations’ image, status and productivity in Nigeria. The paper posits that part of the bane of large-scale organizations’ growth in Nigeria has been the mismanagement/ poor management of corporate reputation with the effects  of  bad image, conflicting relationship with stakeholders, etc,. It recommends that large-scale organizations should prioritize corporate reputation management by engaging more time and resources to enhance and sustain good corporate identity, reputation and positive relationship with all stakeholders, and leverage on the concomitant benefits to improve productivity and growth that can sustain them in the present competitive global economy of the 21st century.


Keywords


Corporate, Reputation, Management, Growth, Organization

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