Possible threats to corporate reputation and the measures might be taken against those threats: Implementation at Şişecam?s Factories

Corporate reputation, which accepted as the most important asset of corporations is the overall estimation in which an organization is held by its internal and external stakeholders.In today's globally competitive environment with rapid growing technologies, consumers have difficulty choosing between similar goods and services, therefore corporations should adopt itself innovative approaches to strengthen among competitors. Threats to the corporate reputation vary depending many factors such as, type of its operations, its sector, its location or region etc. Health and environmental damage caused by poor working conditions, products and services errors, the effects of unexpected problems caused by products, the emergence of unethical behavior, can be considered some threats to the corporate reputation.This thesis, aims to explain the definition of the corporate reputation concept which gradually gain recognition, the extent of concept, the threats to corporate reputation and its management process through literature review. After the literature review, it is aimed to understand corporate reputation activities at Şişecam Factories with the help of survey research. Survey is sent to middle and the upper level manager via email. According to survey results, it is seen that many activities not in the name of corporate reputation management are executed in order to protect corporate reputation at Şişecam Factories.