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RESEARCH PRODUCT

Integrated Reputation Analysis at Daimler

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Einwiller and Kuhn then describe how Daimler has developed “SCORA,” its integrated system for corporate reputation analysis. To establish the system, Daimler firstly had to determine target variables, influencing factors, and relevant stakeholder groups. The authors explain how their company has identified relevant regions, benchmarks, and the appropriate methodology for its tool. “SCORA” combines media content analysis and stakeholder surveying to fully capture Daimler’s reputation. It additionally reveals relations between stakeholders’ perceptions and the depiction of the car manufacturer in the media. An example of such an analysis concludes this chapter.