Relationships between organizational culture, public relations, company’s credibility and financial performance

Abstract

<p>Disertacija se bavi relacijama organizacione kulture, odnosa s javno&scaron;ću, odnosa organizacije i javnosti, korporativnog kredibiliteta i finansijskih performansi, u organizacijama u Srbiji. Konkretno, doktorska disertacija obuhvata dve grupe odnosa. U A grupi odnosa ispitivan je uticaj organizacione kulture (OC) na komunikacione modele odnosa s javnoću (MPR), odnos organizacije i javnosti (RMS), korporativni kredibilitet (CC) i finansijske performanse (FP). U B grupi odnosa ispitivan je uticaj komunikacionih modela odnosa s javnoću (MPR) i odnosa organizacije i javnosti (RMS), na korporativni kredibilitet (CC) i finansijske performanse (FP). Podaci koji su kori&scaron;ćeni u ovom istraživanju dobijeni su anketiranjem 415 PR i marketing menadžera koji su zaposleni u kompanijama u Srbiji. Od metoda statističke obrade podataka kori&scaron;ćeni su deskriptivna statistika, modelovanje strukturnim jednačinama, korelaciona analiza, regresiona analiza i hijerarhijska regresiona analiza u kojoj je analiziran uticaj moderatornog dejstva Nacionalnog porekla i Vlasničke strukture. Osnovni zaključci istraživanja su: 1. Organizaciona kultura (OC) mnogo snažnije utiče na odnos organizacije i javnosti (RMS), nego na komunikacione modele odnosa s javno&scaron;ću (MPR). 2. Organizaciona kultura ima statistički značajan i pozitivan uticaj na korporativni kredibilitet (CC) i finansijske performanse (FP). 3. Odnos organizacije i javnosti (RMS), za razliku od komunikacionih modela odnosa s javno&scaron;ću (MPR), mnogo snažnije utiče na korporativni kredibilitet (CC) i finansijske performanse (FP). 4. Postoji veoma jaka i statistički značajna korelacija između korporativnog kredibiliteta (CC) i finansijskih performansi (FP) organizacija u Srbiji.</p>

<p>The purpose of this dissertation is to explore the organizational culture, public relations, organization-public relations, corporate credibility and financial performance of the organizations in Serbia. In particular, the doctoral thesis includes two sets of relations. One, with the influence of organizational culture (OC) on the communication models of public relations is studied (MPR), the organization-public relations (Relationship Measurement Scale), corporate credibility (CC) and financial performance (FP). In the second group of relations, the influence of communication models of public relations (MPR) and the organization-public relations (RMS) on the corporate credibility (CC) and financial performance (FP) is studied. The data that have been used in survey were obtained from examination of 415 PR and marketing managers employed in Serbia. Methods of statistical processing of the data that were used in survey are: the descriptive statistics, structural equation modeling, correlation analysis, regression analysis, and hierarchical regression analysis in which, the impact action of the National moderating origin and Proprietary structure. The main conclusions of the study are: 1. Organizational Culture (OC) has a much more powerful influence on the attitude of the organization-public relations (RMS), than on the communication models of public relations (MPR). 2. Organizational culture has a statistically significant and positive impact on corporate credibility (CC) and financial performance (FP). 3. Relationship between organization-public relations (RMS), as opposed to the communication models of public relations (MPR) impacts much stronger on corporate credibility (CC) and financial performance (FP). 4. There is a very strong and statistically significant correlation between corporate credibility (CC) and financial performance (FP) organizations in Serbia.</p>