조직 평판의 역동적 특성이 성과에 미치는 영향
The Dynamics of Organizational Reputation and Performance
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본 연구는 조직 평판의 역동적인 특성인 추세와 변동성이 조직의 성과에 어떤 영향을 미치는지 규명하고자 한다. 조직의 평판은 그 조직의 제품/ 서비스의 질에 대한 판단을 돕는 신호를 제공하므로, 잠재적 파트너들은 조직 평판의 여러 특성을 중요하게 고려한다. 본 연구는 조직 평판의 수준뿐만 아니라 추세 또한 성과에 긍정적인 영향을 미치며, 변동성은 간접적으로 평판의 수준과 추세의 성과에 대한 효과를 조절한다는 것을 미국 벤처캐피털 회사들을 대상으로 한 실증연구를 통해 밝혔다. 본 논문에서는 이러한 결과가 어떻게 학문적으로 기여하고 실무적인 시사점을 제시하는지에 관하여 논의하였다.
Abstract
This study investigates the effects of the dynamics of the firm’s reputation on performance. Particularly, we argued that not only the level of reputation but also the trend and volatility of reputation plays an important role in formulating the stakeholders’ perception about the firm. From our empirical analysis of the U.S. venture capital firms between 1990 and 2010, we found that the level and trend of reputation are positively related to performance and that these relationships are weakened when the volatility of reputation increases. This paper discusses the theoretical contributions and practical implications of these findings.
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