Vol.5, No 1, 2008 pp. 51 - 62
UDC 005.32
THE IMPACT OF DOWNSIZING ON THE CORPORATE
REPUTATION
Biljana Djordjević, Suzana Djukić
Faculty of Economics, University of Niš, Serbia
This paper deals with the downsizing influences on the corporate reputation.
In this paper we stress the importance of the corporate reputation as one
of the most important firm's intangible assets. This kind of resources
could be a significant source of the firm's competitive advantage. After
the presentation of a brief review of downsizing literature, we investigate
the downsizing influence on the corporate reputation. More precisely, we
investigate how downsizing influences the eight dimensions that determine
corporate reputation index. Our discussion is based mainly on the findings
of a number of referent studies that investigate downsizing outcomes. Since
we have found that there is a great possibility for downsizing to be an
unsuccessful firm's strategy and therefore to decrease the corporate reputation,
it is important before making the decision about downsizing to reconsider
the necessity of such a decision.
Key Words: downsizing, corporate reputation, corporate reputation
index, employee
UTICAJ DOWNSIZING - A NA KORPORATIVNU
REPUTACIJU
U radu se razmatra uticaj downsizing-a na korporativnu reputaciju. Ukazano
je na važnost korporativne reputacije kao jednog od najvažnijijeg dela
neopipljive imovine preduzeća. Ova vrsta imovine može biti značajan
izvor konkurentske prednosti preduzeća. Nakon prezentiranja literature
o downsizing-u, autori istražuju uticaj downsinzing-a na korporativnu
reputaciju. Preciznije, istražuje se uticaj downsinzing-a na šest dimenzija
koje determinišu indeks korporativne reputacije. Naše razmatranje je
najvećim delom zasnovano na brojnim referentnim studijama koje istražuju
rezultate downsinzing-a. Zaključile smo da je veća verovatnoća da je
downsinzing može biti neuspešna strategija preduzeća i da smanjuje korporativnu
reputaciju veća. Zbog toga je važno da se pre donošenja odluke o downsinzing-u
razmotri njena neophodnost.
Ključne reči: downsizing, korporativna reputacija, indeks
korporativne reputacije, employee
