Corporate Reputation Management in the Post Truth Era and the Age of Fake News
February 12, 2025
When one looks at the various social media channels and the traffic that flows through the various networks, you will be surprised at the amount of conversation and exchange of information that is taking place. As an individual it is but natural that every one of us would be logging in to several networks almost […]
Brand knowledge comprises of brand awareness and brand image contribute to establishing of customer based brand equity. The process is gradual and requires in-depth understanding of consumer mind. Connection between brand and consumer leads to long term partnership and loyalty. And, continued support to marketing efforts of the company. So when a company is trying […]
Companies all over the world use either fixed pricing or book building as a mechanism to price their shares. Over the period of time, the fixed price mechanism has become obsolete and book building has become the de-facto mechanism used in pricing shares while conducting an initial public offer (IPO). In this article, we will […]
Brand Associations are not benefits, but are images and symbols associated with a brand or a brand benefit. For example- The Nike Swoosh, Netflix sound, Film Stars as with “Lux”, signature tune Ting-ting-ta-ding with Britannia, Blue colour with Pepsi, etc. Associations are not “reasons-to-buy” but provide acquaintance and differentiation that’s not replicable. It is relating […]
Following are the main limitations of Marketing Research: Marketing Research (MR) is not an exact science though it uses the techniques of science. Thus, the results and conclusions drawn upon by using MR are not very accurate. The results of Marketing Research (MR) are very vague as MR is carried out on consumers, suppliers, intermediaries, […]
The corporation has been defined in many ways as interpreted by individuals; however lawyers and economists call it a nexus of contracts. This means that a corporation is nothing but a sum of all the agreements which lead to its creation. Corporations are also defined as a device for obtaining individual profit without individual responsibility.
To define it more visually, a corporation is a structure established wherein different parties come together and each provides capital, labor or expertise to maximize profits for all of them. A corporation has wide variety of constituents and it needs to relate to all of them; like investors, shareholders, customers, employees, suppliers, creditors, government and finally the community.
Legally, a corporation is identified as a fictional person for some purposes however the corporation itself is separate from its owners and employees. This means, what is owed to the corporation cannot be owed to the people who make the corporation. So is a corporation is sued or gets bankrupt, the individual members of the corporation are not liable to pay the debts.
Let us explore the evolution of corporations into the form we know today. To begin with, in the earlier times, the educational and religious corporations were given considerable independence and perpetual existence to evade the all encompassing power of the king. Later, corporations were set to address state’s specific needs like establishing colonies during the colonial era.
Initially, corporations were characterized by a few wealthy people who negotiated amongst themselves, invested capital and worked towards maximizing profits. However later in the nineteenth century; the rapid technological progress brought the idea of having larger firms employing hundreds and sometimes thousands of people.
The other significant aspect was the need for the capital which was earlier provided by a few wealthy members but now proved inadequate to support the operations of such large firms. The ramification of these changes was the emerging acceptance of the concept of private property which was hitherto unknown as all properties were considered to be belonging to the state or the religious institutions like churches.
There are certain critical features of the corporation which helped its popularity and laid the foundation for the modern day form as we know today.
Lastly the society can regulate corporate actions through taxes and fines and direct them to pursue not just economic but social goals as well. Corporations have also gone through the Darwinian principle of natural selection and evolution. So the processes and systems keep changing with the time and context in which the corporations operate.
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