Interest groups perception of organizational reputation and image : case Crisis Management Centre Finland
Keltanen, Mikko (2010)
Savonia-ammattikorkeakoulu
2010
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2010062912553
https://urn.fi/URN:NBN:fi:amk-2010062912553
Tiivistelmä
This thesis deals with the concepts of organizational reputation and image. In addition organizational reputation’s impact on interest groups´ actions are discussed.
The case organization is Crisis Management Centre Finland, a governmental institution established in 2007 to conduct the operational procedures of Finland’s participation in international civil crisis management operations. CMC Finland also conducts civilian crisis management related training
and research and development.
The research method was qualitative research with semi-structured interviews. The interviews were conducted either in person or through email. The theoretical framework for the research was derived from a literature review focusing on civilian crisis management and organizational reputation and
image.
Crisis Management Centre Finland is a young organization and there was no clear view on how the interest groups see the activities of CMC Finland. To find out about these views, six interviews were conducted. As a result five dimensions of reputation were identified: competent personnel, good communication, good level of substance, wide networks, and quality of research.
Some fields of development were found during the interviews: limited communication towards the general public, an ad-hoc communication mode and mixed core competencies present CMC Finland in an uninteresting light for some interest groups.
To sum up, CMC Finland has a strong reputation among its interest groups and is considered a good partner, but the general public and organizations outside the field of crisis management are unaware of CMC Finland. Improvements can be achieved by developing a more intensive communication strategy, prioritizing the interest groups and strengthening the organization’s presence in the fields the key interest groups value.
The case organization is Crisis Management Centre Finland, a governmental institution established in 2007 to conduct the operational procedures of Finland’s participation in international civil crisis management operations. CMC Finland also conducts civilian crisis management related training
and research and development.
The research method was qualitative research with semi-structured interviews. The interviews were conducted either in person or through email. The theoretical framework for the research was derived from a literature review focusing on civilian crisis management and organizational reputation and
image.
Crisis Management Centre Finland is a young organization and there was no clear view on how the interest groups see the activities of CMC Finland. To find out about these views, six interviews were conducted. As a result five dimensions of reputation were identified: competent personnel, good communication, good level of substance, wide networks, and quality of research.
Some fields of development were found during the interviews: limited communication towards the general public, an ad-hoc communication mode and mixed core competencies present CMC Finland in an uninteresting light for some interest groups.
To sum up, CMC Finland has a strong reputation among its interest groups and is considered a good partner, but the general public and organizations outside the field of crisis management are unaware of CMC Finland. Improvements can be achieved by developing a more intensive communication strategy, prioritizing the interest groups and strengthening the organization’s presence in the fields the key interest groups value.