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Chancen und Risiken der Online-Reputation von CEO's für börsennotierte Unternehmen by Palm, Daniel

Chancen und Risiken der Online-Reputation von CEO's für börsennotierte Unternehmen

by Daniel Palm
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Book cover type: Paperback
  • ISBN13: 9783956369230
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplom.de
  • Publisher Imprint: Diplom.de
  • Publication Date:
  • Pages: 68
  • Original Price: GBP 50.9
  • Language: German
  • Edition: N/A
  • Item Weight: 100 grams
  • BISAC Subject(s): Media Studies

Aus Unternehmensperspektive ist es in Zeiten von gesättigten Märkten mit einer hohen Anzahl an Substituten immer schwieriger, sich abzugrenzen. Das Internet hat durch ein hohes Ma an Transparenz dem Umfeld von Unternehmen eine Reihe von Möglichkeiten gegeben, die Unternehmen vor eine gro e Herausforderung zu stellen. Es ist jederzeit für jedermann möglich, Vergleiche vorzunehmen und sich über Unternehmen mit ihren Produkten und Dienstleistungen zu informieren. Gerade börsennotierte Unternehmen stehen durch die hohe Transparenz des Internets vor hohen Herausforderungen. Keine anderen Unternehmen sind derart abhängig von der Verfügbarkeit und der Verbreitung von Informationen. Schon eine kleine Information kann Börsenkurse rasant steigen oder fallen lassen. Der Börsenkurs ist erfolgsentscheidend für börsennotierte Unternehmen. Ein Versuch sich abzugrenzen, stellt eine Personalisierung des Unternehmens über seinen CEO dar. Es stellt sich jedoch die Frage, wie ein Unternehmen bei der Implementierung dieser Strategie der Dimension des Internets begegnen kann. Hoch angesehene CEO's haben eine dreimal höhere Beteiligungsrate an Social Media als solche mit einer schlechten Reputation. Alleine dieser Fakt sollte Anlass genug für eine Untersuchung der Thematik einer Online-Reputation geben. Bestärkt wird die Relevanz, die Chancen einer guten Online-Reputation von CEO's herauszustellen, wenn man sich vor Augen führt, dass 72 Prozent der deutschen Führungskräfte aussagen, dass es für CEO's wichtig ist, im Internet sichtbar zu sein. Damit wächst der Druck auf CEO's, sich eine gute Online-Reputation aufzubauen. Im Vergleich zu einer älteren Studie von 2010 ist der Social CEO global gesehen schon Mainstream geworden. In Social Networks waren immerhin 28 Prozent der CEO's aktiv. 2010 waren es erst 16 Prozent. Es stellen sich in diesem Zusammenhang einige noch nicht geklärte Fragen. Kann ein Unternehmen Personalisierung seines Unternehmens über seinen CEO ins Internet übertragen un

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