Corporate research group TNS India has launched India 2004 TRI*M Corporate Reputation Manager, a first of its kind study in the Indian market. Senior Vice-president R Ravi Shankar says the study would give a 360-degree view of a company’s strengths and weaknesses. It would help in differentiating the growth characteristics and identify key areas of change based on feedback from stakeholder groups, prospective employees, corporate managers, financial communities, general public and other relevant groups. The study would cost Rs 7 lakh.
Elaborating further on the study, Shankar says the concept of ‘Corporate Reputation’ has increased over the years. “Companies are now being valued beyond their last quarter’s financial results. In such a scenario, Corporate Reputation becomes a measure of confidence in the corporation,” he observed. “The design is based on similar studies already conducted successfully in the US and it has been adapted to the unique circumstances of the Indian business environment.”
The study would not only measure the relative strength of reputation of 60 of India’s leading public and private sector firms (through the TRI*M Corporate Reputation Index), it would also help identify the key drivers of reputation amongst key stakeholder groups, strengths and weaknesses with respect to Indian industry and competitors in the respective sectors, Shankar explained.
Corporate Reputation Manager has a high economic value for an organisation, as good reputation would help companies avail easier access to the capital market. It will deter competitors from entering markets where companies have a strong reputation and facilitate corporate partnerships. It will also help in commanding premiums in price sensitive markets and facilitate easy introduction of the new products.
The 2004 study is being conducted amongst key stakeholder groups of managers in financial institutions, corporates and managerial personnel across companies, management and engineering students across 12 cities. The top-line results of this research will be published by mid-October.
Director S Ganapathy says as corporate behaviour is “increasingly being scrutinised from both inside and outside a company, confidence in the corporate level is vital”. Most importantly, corporate reputation represents stakeholder expectations and experiences with the company, its products and services, processes and employees. “It encompasses both emotional and rational dimensions that define a company’s relationship with its various stakeholder groups,” he said.