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Inhaltsverzeichnis

Abbildungsverzeichnis.   4

1  Einleitung.  5

2  Kernbegriffe und Bezugsgrößen des Kommunikationsmanagements.  8

2.1  Vertrauen.  8

2.2  Glaubwürdigkeit.  16

3  Reputationsmanagement.  21

3.1  Kernelemente und Definitionen.  21

3.2  Zeitliche Einordnung und empirischer Forschungsstand.  29

3.2.1  Modelle und Einbettung des Reputationsmanagements.  30

3.2.2  Reputationsmanagement als Bezugsgruppenmanagement.  38

3.2.3  Reputationsmanagement in der strategischen Kommunikation.  39

3.3  Wertschöpfung durch das Reputationsmanagement als Element des  

Kommunikationsmanagements.   44

3.4  Erfolgskontrolle im Reputationsmanagement als Element des  

Kommunikationsmanagements.   48

3.5  Fazit.  57

4  Integrierte Unternehmenskommunikation.  59

4.1  Zeitliche Einordnung und empirischer Forschungsstand.  59

4.2  Integrierte Unternehmenskommunikation nach Kirchner.  67

4.2.1  Stufenkonzept.  72

4.2.2  Erfolgsparameter.  77

4.2.3  Anforderungen in der Praxis.  79

4.3  Wertschöpfung durch die Integrierte Unternehmenskommunikation.  80

4.4  Erfolgskontrolle in der Integrierten Unternehmenskommunikation.  83

4.5  Fazit.  86

5  Integration des Reputationsmanagements und das Stufenkonzept nach Kirchner.  88

6  Synopse und Ausblick.  94

7  Literaturverzeichnis  96

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1 Einleitung 7

Diese trägt möglicherweise als Ausrichtung in besonderem Maße zu einer guten Reputation bei. Je weiter sie integriert ist, so die Grundüberlegung, desto mehr wird die Reputation gestärkt. Reputationsmanagement kann jedoch nicht von der Unternehmenskommunikation allein verantwortet werden, da sie nicht auf das Handeln unmittelbar einwirken kann. Es gibt zu diesem Forschungsfeld kaum wissenschaftlich abgesicherte Bearbeitungen. Es mangelt außerdem an kommunikationswissenschaftlichen Betrachtungen zum

Reputationsmanagement insgesamt. Eine Beleuchtung von Reputationsmanagement in Verbindung mit der Integrierten Unternehmenskommunikation liefert daher Grundlagen sowie entsprechende Ansatzpunkte für weitere Forschung und kann Potenziale für die unternehmensinterne Zusammenarbeit aufdecken, muss sich aber zunächst auf die theoriegesicherte, wissenschaftlich unterlegte Ausgangssituation beschränken. Andernfalls wäre bei entsprechend veränderter Themenstellung die Beleuchtung von Fallbeispielen denkbar. Aber auch ein solcher Ansatz bedarf zunächst der Darlegung des Forschungsstandes. In der vorliegenden Arbeit wird entsprechend auf der Basis des derzeitigen Forschungsstandes unter Zuhilfenahme wissenschaftlicher Modelle und auf der Grundlage vorhandener Literatur betrachtet, wo und in welcher Ausprägung im unternehmerischen Kontext nutzbare Zusammenhänge zwischen Reputationsmanagement und Integrierter

Unternehmenskommunikation bestehen. Der Beitrag zur Wertschöpfung ist dabei von besonderem Interesse. Die genaue Zuordnung der Theorien und Ansätze untereinander erfordert auch im Hinblick auf die komplexen Zusammenhänge eindeutige Nachweise, weshalb auf viele wissenschaftliche Ausarbeitungen Bezug genommen und verwiesen wird. Es werden zunächst die Kernbegriffe Vertrauen und Glaubwürdigkeit definiert, die in der Unternehmenskommunikation bestimmende Bezugsgrößen sind und ohne die Reputation nicht entstehen kann. Darauf aufbauend wird das Reputationsmanagement mit Definitionen und Modellen aus unterschiedlichen Forschungsbereichen ausführlich vorgestellt und in Beziehung zu kommunikationsrelevanten Ausrichtungen gesetzt. Eine anschließende Betrachtung der Wertschöpfung und der Erfolgskontrolle ermöglicht die Einbettung in den unternehmerischen Kontext. Die Behandlung des Konzeptes der Integrierten Unternehmenskommunikation schließt sich mit einer Einordnung und Vorstellung grundlegender Konzepte an. Als für die vorliegende Arbeit besonders relevanter Ansatz stellt sich das Stufenkonzept der Integrierten Unternehmenskommunikation nach Kirchner (2003b) heraus, das eingehend vorgestellt wird. Die wissenschaftliche und theoretische Betrachtung der Wertschöpfung und der Erfolgskontrolle durch die Integrierte Unternehmenskommunikation ist aufgrund fehlender Forschungserkenntnisse als Ergänzung zu den entsprechenden Ausführungen des Reputationsmanagements zu sehen. Eine Würdigung der Konzepte des

Reputationsmanagements sowie des Stufenkonzepts von Kirchner verdeutlicht abschließend in

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Vertrauen und Kommunikation

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Vertrauen durch Unternehmenskommunikation

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Vertrauen und Reputation

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