engleski

The Role of Corporate Reputation in Enhancing Dynamic Capabilities

Dynamic capabilities stand for the capacity of intended and purposeful transformation, adjustment as well as the development of the firm’s resources and capabilities. Due to their renewal effect on the resource base, they have been considered as essential and tacit firm’s energy. This view is developed within the resource theory of strategy, arguably aimed for the better firm’s competitive performance in complex operating context. On the other side, corporate reputation is indivisible firm feature that accompanies it in all of its interactions and transactions. Besides, it is a powerful strategic relational resource, able to provide assistance in achieving various goals of the firm. While the relevant literature about both phenomena is ample, their synergic impact on the company performance is lacking. The main challenge of the paper is to seal this important gap by proposing an integrated framework of dynamic capabilities and corporate reputation. In particular, by examining the mediating role of corporate reputation in company's interaction, the reputational capability could be shaped and used for enhancing the firm’s sensibility to changes in its operating ecosystem, prior to its competition. This new breed of dynamic capability is designed as a driver of the firm's market and non-market based competitiveness. In order to empirically verify this new mechanism, the research results conducted in Croatia are presented. The model is designed as generic in nature and therefore is suitable for applying to other intangible assets and dynamic capabilities interaction analysis.

Dynamic Capabilities, Corporate Reputation, Reputational Capabilty, Strategic Renewal

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