{"id":12570,"date":"2015-03-16T01:04:31","date_gmt":"2015-03-16T01:04:31","guid":{"rendered":"http:\/\/atif.unaldi.org\/blog\/?p=12570"},"modified":"2015-03-16T01:04:31","modified_gmt":"2015-03-16T01:04:31","slug":"ceo-itibari-arastirmasi-sonuclari","status":"publish","type":"post","link":"http:\/\/atif.unaldi.org\/blog\/2015\/03\/16\/ceo-itibari-arastirmasi-sonuclari\/","title":{"rendered":"&#039;CEO \u0130tibar\u0131&#039; ara\u015ft\u0131rmas\u0131 sonu\u00e7lar\u0131"},"content":{"rendered":"<p>19 \u00fclkeden bin 700\u2019\u00fcn \u00fczerinde y\u00f6netici ile ger\u00e7ekle\u015ftirilen ara\u015ft\u0131rmada ilgin\u00e7 sonu\u00e7lar ortaya \u00e7\u0131kt\u0131. \u2018CEO \u0130tibar\u0131\u2019 ara\u015ft\u0131rmas\u0131na T\u00fcrkiye\u2019den, 250 milyon dolar \u00fczerinde ciro elde eden \u015firketlerde \u00e7al\u0131\u015fan 50 \u00fcst d\u00fczey y\u00f6netici kat\u0131ld\u0131.<br \/>\nG\u00fcn\u00fcm\u00fcz\u00fcn dijital d\u00fcnyas\u0131nda, liderler \u00e7ok say\u0131da platformda payda\u015flar\u0131yla ileti\u015fime ge\u00e7ebiliyor. \u0130\u00e7erik ve bilgi payla\u015f\u0131m\u0131na artan talep do\u011frultusunda, yepyeni bir \u2018CEO itibar\u0131 y\u00f6netimi\u2019 modeli olu\u015fturulmas\u0131 art\u0131k zorunluluk haline geldi.<br \/>\nWeber Shandwick Ba\u015f \u0130tibar Staratejisti Dr. Leslie Gaines-Ross; \u201cY\u0131llarca, CEO\u2019larve etraflar\u0131ndakiler, CEO\u2019nun \u2018\u00fcnl\u00fc\u2019 olmas\u0131 ile \u2018g\u00f6r\u00fcn\u00fcr\u2019 olmas\u0131n\u0131 birbirine kar\u0131\u015ft\u0131rd\u0131. Bug\u00fcn, CEO itibar\u0131, CEO\u2019nun \u00fcnl\u00fc olmas\u0131yla de\u011fil, \u00e7oklu medya kanallar\u0131 kullan\u0131larak, kurum i\u00e7inde ve d\u0131\u015f\u0131nda ba\u015fard\u0131klar\u0131n\u0131n anlat\u0131lmas\u0131 ile olu\u015fturulabilecek bir, \u2018g\u00fcvenilirlik\u2019 alg\u0131s\u0131yla ilgilidir. Bug\u00fcn CEO g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fcne ula\u015fabilmek ad\u0131na sa\u011flam bir stratejiye oturtulmu\u015f bir plana sahip olunmas\u0131 ve bunun her kanaldan duyurulmas\u0131 gerekiyor\u201d diye konu\u015ftu.<br \/>\n&nbsp;<br \/>\n<strong>CEO \u0130tibar\u0131 Neden \u00d6nemli?<\/strong><br \/>\nCEO\u2019nun itibar\u0131n\u0131n kurumlar i\u00e7in \u00e7ok \u00f6nemli oldu\u011fu kesin. Ara\u015ft\u0131rmaya kat\u0131lan y\u00f6neticiler, kurum itibar\u0131n\u0131n neredeyse yar\u0131s\u0131n\u0131 (y\u00fczde 45) CEO itibar\u0131n\u0131n olu\u015fturdu\u011fu konusunda hemfikirler. Hatta y\u00f6neticilerin y\u00fczde 50\u2019si, CEO ile kurum aras\u0131ndaki bu ba\u011f\u0131n daha da \u00f6nem kazanaca\u011f\u0131n\u0131 ve ilerleyen y\u0131llarda CEO itibar\u0131n\u0131n kurumlar i\u00e7in \u00e7ok daha \u00f6nemli olaca\u011f\u0131n\u0131 savunuyor.<br \/>\nCEO\u2019nun itibar\u0131 son t\u00fcketici i\u00e7in de \u00e7ok \u00f6nemli. Y\u00f6neticilerin y\u00fczde 44\u2019\u00fc \u015firketlerin pazar de\u011ferlerinin, CEO\u2019nun itibar\u0131na dayand\u0131r\u0131labilece\u011fini s\u00f6yl\u00fcyor. Y\u00fczde 77\u2019si g\u00fc\u00e7l\u00fc bir CEO itibar\u0131n\u0131n yeni \u00e7al\u0131\u015fanlar\u0131 \u00e7ekme konusunda etkili oldu\u011funu, y\u00fczde 70\u2019i ise mevcut \u00e7al\u0131\u015fanlar\u0131n tutulmas\u0131nda etkili oldu\u011funu savunuyor.<br \/>\nWeber Shandwick Avrupa, Ortado\u011fu ve Afrika (EMEA) Kurumsal \u0130leti\u015fim B\u00f6l\u00fcm Ba\u015fkan\u0131 Greg Prager; \u201cT\u00fcketicilerin \u015firketler, markalar ve bunlar\u0131n \u00fcr\u00fcnleri ile olan etkile\u015fim \u015fekilleri, s\u00fcrekli geli\u015fiyor.. Ara\u015ft\u0131rmam\u0131za g\u00f6re, \u015firket kimli\u011fini ki\u015fiselle\u015ftirip kendi hayat\u0131na adapte edebilen bir CEO, bu yeni etkile\u015fim d\u00fcnyas\u0131nda kurum itibar\u0131n\u0131n en\u00f6nemli temsilcisi olabilir\u201d.<br \/>\n&nbsp;<br \/>\n<strong>CEO\u2019lar \u0130\u00e7in Yeni Ak\u0131m: Al\u00e7akg\u00f6n\u00fcll\u00fcl\u00fck<\/strong><br \/>\nCEO\u2019lar\u0131n itibar\u0131n\u0131 art\u0131rmak, CEO\u2019yu \u00fcnl\u00fc yapmak ya da egosunu y\u00fcceltmek olarak anla\u015f\u0131lmamal\u0131. Weber Shandwick\u2019in yapt\u0131\u011f\u0131 medya ara\u015ft\u0131rmas\u0131na g\u00f6re, CEO\u2019lar\u0131n al\u00e7akg\u00f6n\u00fcll\u00fcl\u00fc\u011f\u00fc ile ilgili haberler 2014 y\u0131l\u0131nda rekor k\u0131rd\u0131.<br \/>\nGaines-Ross;\u201c Al\u00e7akg\u00f6n\u00fcll\u00fcl\u00fck CEO\u2019lar i\u00e7in \u00f6nem kazanan yeni bir ak\u0131m. Ara\u015ft\u0131rmam\u0131za kat\u0131lan y\u00f6neticilerden, sayg\u0131n itibar\u0131 olan CEO\u2019larla \u00e7al\u0131\u015fanlar, daha az sayg\u0131n olan CEO\u2019larla \u00e7al\u0131\u015fanlara oranla, kendi CEO\u2019lar\u0131n\u0131n al\u00e7akg\u00f6n\u00fcll\u00fc oldu\u011funu 6 kat daha fazla dile getirdi. (y\u00fczde 34\u2019e, y\u00fczde 6)\u201d<br \/>\n&nbsp;<br \/>\n&nbsp;<\/p>\n<table>\n<tbody>\n<tr>\n<td width=\"427\"><strong>CEO\u2019lar i\u00e7in \u00d6nemli Kabul Edilen Etkile\u015fim Aktiviteleri<\/strong><\/td>\n<td width=\"209\"><strong>Kat\u0131lan Global Y\u00f6neticilerin Y\u00fczdeleri<\/strong><\/td>\n<\/tr>\n<tr>\n<td width=\"427\">Etkinliklerde yap\u0131lan konu\u015fmalar\u0131 (end\u00fcstriyel ya da end\u00fcstriyel olmayan)<\/td>\n<td width=\"209\">82<\/td>\n<\/tr>\n<tr>\n<td width=\"427\">Haber medyas\u0131 i\u00e7in eri\u015filebilir olma<\/td>\n<td width=\"209\">71<\/td>\n<\/tr>\n<tr>\n<td width=\"427\">\u015eirketin web sitesinde g\u00f6r\u00fcn\u00fcr olma<\/td>\n<td width=\"209\">68<\/td>\n<\/tr>\n<tr>\n<td width=\"427\">Payda\u015flarla yeni g\u00f6r\u00fc\u015f ve trendleri payla\u015fma<\/td>\n<td width=\"209\">67<\/td>\n<\/tr>\n<tr>\n<td width=\"427\">Yerel toplum i\u00e7inde aktif olma<\/td>\n<td width=\"209\">64<\/td>\n<\/tr>\n<tr>\n<td width=\"427\">Kurumsal video kanal\u0131nda g\u00f6r\u00fcn\u00fcr olma<\/td>\n<td width=\"209\">63<\/td>\n<\/tr>\n<tr>\n<td width=\"427\">Liderlik rol\u00fcn\u00fc \u015firket d\u0131\u015f\u0131nda da s\u00fcrd\u00fcrme<\/td>\n<td width=\"209\">53<\/td>\n<\/tr>\n<tr>\n<td width=\"427\">Toplumu etkileyen b\u00fcy\u00fck olaylar kar\u015f\u0131s\u0131nda halk\u0131n yan\u0131nda yer alma<\/td>\n<td width=\"209\">52<\/td>\n<\/tr>\n<tr>\n<td width=\"427\">Sosyal medyada aktif olma<\/td>\n<td width=\"209\">43<\/td>\n<\/tr>\n<tr>\n<td width=\"427\">Yasalar ve politik konularda halk taraf\u0131nda yer alma<\/td>\n<td width=\"209\">36<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<br \/>\n&nbsp;<br \/>\n<strong>T\u00fcrk y\u00f6neticiler i\u015fi kabul ederken CEO\u2019nun itibar\u0131 etkili oluyor<\/strong><br \/>\nAra\u015ft\u0131rmaya T\u00fcrkiye\u2019den kat\u0131lan 50 y\u00f6neticiden yar\u0131s\u0131, \u015firket itibar\u0131n\u0131n y\u00fczde 57\u2019sini CEO\u2019lar\u0131n\u0131n itibar\u0131n\u0131n olu\u015fturdu\u011funu ve\u00a0 CEO itibar\u0131n\u0131n \u00f6n\u00fcm\u00fczdeki y\u0131llarda daha da \u00f6nemli hale gelece\u011fini belirtiyor.<br \/>\nY\u00f6neticilerin yine yar\u0131ya yak\u0131n bir k\u0131sm\u0131, \u015firketlerinin piyasa de\u011ferinin y\u00fczde 60\u2019\u0131n\u0131 CEO\u2019nun itibar\u0131n\u0131n belirledi\u011fine dikkat\u00a0 \u00e7ekiyor.Y\u00f6neticiler ayr\u0131ca CEO itibar\u0131n\u0131n\u00a0yat\u0131r\u0131mc\u0131 \u00e7ekmeyi sa\u011flad\u0131\u011f\u0131n\u0131 (y\u00fczde 84), \u015firketi olas\u0131 krizlerden korudu\u011funu (y\u00fczde 74), olumlu medya imaj\u0131n\u0131 art\u0131rd\u0131\u011f\u0131n\u0131 (y\u00fczde 76) d\u00fc\u015f\u00fcn\u00fcyor.<br \/>\nT\u00fcrkiye\u2019deki y\u00f6neticilerin y\u00fczde 72\u2019si, i\u015fi kabul ederken karar vermelerinde CEO\u2019nun itibar\u0131n\u0131n etkili oldu\u011funu s\u00f6yl\u00fcyor. CEO\u2019lar\u0131n\u0131n kurum d\u0131\u015f\u0131 ile etkile\u015fime ge\u00e7mesinin, medyan\u0131n ilgisini ve spot \u0131\u015f\u0131klar\u0131n\u0131 kurumun \u00fczerine \u00e7ekece\u011fine inanan y\u00f6neticilerden y\u00fczde 84\u2019l\u00fck bir kesim, sayg\u0131n bir \u015firket olabilmek i\u00e7in, CEO\u2019nun kurum d\u0131\u015f\u0131nda g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fcn\u00fcn y\u00fcksek olmas\u0131 gerekti\u011fini d\u00fc\u015f\u00fcn\u00fcyor.<br \/>\n&nbsp;<br \/>\n<strong>CEO\u2019lar i\u00e7in 12 Ad\u0131mda Itibar ve Etkile\u015fim Rehberi<\/strong><br \/>\nWeber Shandwick, \u015firketlere ve \u015firket y\u00f6neticilerine, CEO\u2019lar\u0131n\u0131n payda\u015flarla etkile\u015fimini sa\u011flama konusunda yard\u0131mc\u0131 olacak a\u015fa\u011f\u0131daki 12 ad\u0131m\u0131 \u00f6neriyor:<\/p>\n<ol>\n<li>CEO\u2019nun mevcut itibar\u0131n\u0131 belirleyin<\/li>\n<li>CEO\u2019nun \u00f6zsermaye tablosunu belirleyin<\/li>\n<li>CEO\u2019nun \u015firket yarar\u0131na olan hikayesini olu\u015fturun.<\/li>\n<li>Kendi sekt\u00f6r\u00fcn\u00fczde, g\u00f6r\u00fcn\u00fcrl\u00fck ve etkile\u015fim y\u00f6nlerinden lider olun<\/li>\n<li>CEO\u2019nun yan\u0131 s\u0131ra \u00fcst d\u00fczey y\u00f6neticilerin de etkile\u015fimini art\u0131r\u0131n<\/li>\n<li>Toplu medya e\u011fitimleri d\u00fczenleyin<\/li>\n<li>CEO\u2019nun kamu politikalar\u0131 kar\u015f\u0131s\u0131nda duru\u015funu dikkatlice belirleyin<\/li>\n<li>CEO\u2019nuza hangi yerlerin ve mecralar\u0131n uygun oldu\u011funa karar verin<\/li>\n<li>Sa\u011flam bir sosyal medya stratejisi geli\u015ftirin<\/li>\n<li>\u0130tibara etki eden fakt\u00f6rleri yap\u0131lacaklar listesinin en ba\u015f\u0131nda tutun<\/li>\n<li>CEO\u2019nun itibar\u0131n\u0131 \u00e7al\u0131\u015fanlar aras\u0131nda y\u00fckseltin<\/li>\n<li>CEO\u2019nun al\u00e7akg\u00f6n\u00fcll\u00fc olmas\u0131n\u0131 bir zay\u0131fl\u0131k olarak de\u011ferlendirmeyin<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>19 \u00fclkeden bin 700\u2019\u00fcn \u00fczerinde y\u00f6netici ile ger\u00e7ekle\u015ftirilen ara\u015ft\u0131rmada ilgin\u00e7 sonu\u00e7lar ortaya \u00e7\u0131kt\u0131. \u2018CEO \u0130tibar\u0131\u2019 ara\u015ft\u0131rmas\u0131na T\u00fcrkiye\u2019den, 250 milyon dolar \u00fczerinde ciro elde eden \u015firketlerde \u00e7al\u0131\u015fan 50 \u00fcst d\u00fczey y\u00f6netici kat\u0131ld\u0131. G\u00fcn\u00fcm\u00fcz\u00fcn dijital d\u00fcnyas\u0131nda, liderler&#8230;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-12570","post","type-post","status-publish","format-standard","hentry","category-blogum"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>&#039;CEO \u0130tibar\u0131&#039; ara\u015ft\u0131rmas\u0131 sonu\u00e7lar\u0131 - At\u0131f \u00dcnald\u0131<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/atif.unaldi.org\/blog\/2015\/03\/16\/ceo-itibari-arastirmasi-sonuclari\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"&#039;CEO \u0130tibar\u0131&#039; ara\u015ft\u0131rmas\u0131 sonu\u00e7lar\u0131 - At\u0131f \u00dcnald\u0131\" \/>\n<meta property=\"og:description\" content=\"19 \u00fclkeden bin 700\u2019\u00fcn \u00fczerinde y\u00f6netici ile ger\u00e7ekle\u015ftirilen ara\u015ft\u0131rmada ilgin\u00e7 sonu\u00e7lar ortaya \u00e7\u0131kt\u0131. \u2018CEO \u0130tibar\u0131\u2019 ara\u015ft\u0131rmas\u0131na T\u00fcrkiye\u2019den, 250 milyon dolar \u00fczerinde ciro elde eden \u015firketlerde \u00e7al\u0131\u015fan 50 \u00fcst d\u00fczey y\u00f6netici kat\u0131ld\u0131. 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