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A Strategic and Organizational Perspective for Understanding the Evolution of Online Reputation Management Systems

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From Information to Smart Society

Part of the book series: Lecture Notes in Information Systems and Organisation ((LNISO,volume 5))

Abstract

Online Corporate Reputation is a strategic but quickly damageable resource for firms and requires a fast detection of possible threats as well as proactive interventions. Through a longitudinal case-study, our aim is to depict the evolution of Online Reputation Management Systems, i.e. IS for online CR management, as an interplay among developments of technology, organizational needs and strategic postures. Some research propositions for future works are proposed as well as some methods and good practices for online CR management.

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Notes

  1. 1.

    Starting with about 50 projects on online CR management in 2010, currently RepMan has 254 projects with important clients in sectors such as finance, telecommunications, media, pharmaceutical, automotive, food, and fashion. Most of them are large multinational firms that ask for cross-national analyses, though there are also start-ups that want to evaluate new business opportunities, as well as professionals, CEOs, politicians, and public figures that ask for managing their personal reputation. The number of employees has dramatically increased in the last 3 years, from 10 to up to 25 units.

  2. 2.

    For example, the Social CRM and the Engagement services require a close coordination among RepMan’s analysts and consultants and the customers’ units such as Marketing, Customer Care, PR and so forth.

  3. 3.

    An agreement between RepMan and the major newspaper allows accurate press reviews.

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Author information

Authors and Affiliations

  1. University of Pavia, Pavia, Italy

    Alberto Francesconi & Claudia Dossena

Authors
  1. Alberto Francesconi
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  2. Claudia Dossena
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Corresponding author

Correspondence to Alberto Francesconi .

Editor information

Editors and Affiliations

  1. Department of Business Administration, University of Verona, Verona, Italy

    Lapo Mola

  2. Department of Management and Technology, Bocconi University, Milan, Italy

    Ferdinando Pennarola

  3. CeRSI Research Center in Information Systems, LUISS Guido Carli University, Rome, Italy

    Stefano Za

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Francesconi, A., Dossena, C. (2015). A Strategic and Organizational Perspective for Understanding the Evolution of Online Reputation Management Systems. In: Mola, L., Pennarola, F., Za, S. (eds) From Information to Smart Society. Lecture Notes in Information Systems and Organisation, vol 5. Springer, Cham. https://doi.org/10.1007/978-3-319-09450-2_5

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