Ansattprofil

Peggy Simcic Brønn

Professor emerita - Institutt for kommunikasjon og kultur

Romnummer C4I-037
Telefon +4746410670
E-post peggy.bronn@bi.no

Biografi

Peggy Simcic Brønn, a US citizen, is a professor emerita in BI Norwegian Business School's Department of Communication and Culture.. She is also founder, ex leader and currently board member of BI Centre for Corporate Communication.

Her research interests are corporate branding, corporate social responsibility, and reputation. Her works are published in European Journal of Marketing, Journal of Communication Management, Public Relations Review, Journal of Communication Management (Associate Editor), Corporate Reputation Review (editorial board), Corporate Communication an International Journal (editorial board), Journal of Business Ethics, and Business and Society Review, among others.

She is coeditor of Corporate Communication; A Strategic Approach to Building Reputation (second edition) and is coauthor of the first academic book on reputation in Norwegian, Åpen eller Innadvendt. Peggy Simcic Brønn is associated with the international consulting firm ReputationInc.

Ekspertområder

Publikasjoner

Vitenskapelige publikasjoner I media Andre

Arnulf, Jan Ketil & Brønn, Peggy Simcic (2024)

Kommunikasjon for ledere og organisasjonen

Brønn, Peggy Simcic (2021)

Strategic Communication Requires Strategic Thinking

, s. 23- 45. Doi: https://doi.org/10.21814/uminho.ed.46.2

Using a definition of strategic communication that focuses on communication that is critical for the “survival and sustained success of an entity” (Zerfass, Verčič, et al., 2018, p. 487), this chapter argues that to be successful, strategic communication needs communication leaders who are strategic thinkers and who take a systems approach. The chapter begins with a brief overview of strategic communication. This is followed by a discussion of what is meant by strategy and where strategic communication fits in strategic planning. The chapter then takes up the idea that to be part of strategic decision making, communication executives need to exhibit competencies in strategic thinking. Much of the work in this chapter is based on previous research by the author, who found that leaders who view their communication directors as having a strategic orientation are more likely to value them and the contribution of the communication function to their organization’s success. But not only that, communication executives demonstrating a strategic orientation are more likely to be invited to strategic meetings, and they would be invited early in the process.

Brønn, Peggy Simcic (2019)

Åpen eller Innadvendt: Omdømme bygging for organisasjoner

Brønn, Carl & Brønn, Peggy Simcic (2019)

Sustainability: A Wicked Problem Needing New Perspectives

, s. 3- 18. - Fulltekst i vitenarkiv

Brønn, Peggy Simcic (2018)

Stakeholder engagement; the importance of mutuality and dialogue

, s. 80- 90.

Brønn, Peggy Simcic & Buhmann, Alexander (2018)

Building and Managing Reputation: Current Debates and Future Directions

, s. 59- 72. Doi: https://doi.org/10.18261/9788215031583-2018-05

Buhmann, Alexander & Brønn, Peggy Simcic (2018)

Applying Ajzen’s Theory of Planned Behavior to Predict Practitioners’ Intentions to Measure and Evaluate Communication Outcomes

23(3) , s. 377- 391. Doi: https://doi.org/10.1108/CCIJ-11-2017-0107

Purpose - The purpose of this paper is to understand factors that may stimulate or inhibit communication practitioners when it comes to measurement and evaluation (M&E) of communication initiatives at the outcome level (i.e. impact on stakeholder’s attitudes and behavior or business results). Design/methodology/approach- Based on Ajzen’s (1985) theory of planned behavior (TPB), the authors develop and test a new model to analyze antecedents to M&E behavior (attitude, perceived norms, and behavioral control) and assess how they impact practitioners’ intentions to perform outcome M&E. The model is tested in a standardized online survey (n=371). Findings - Findings show that the TPB model explains a large amount of the variance in practitioners’ intentions to engage in M&E at the outcome level. The model demonstrates that attitude toward outcome M&E and perceived behavioral control, particularly lack of skills, are the two strongest drivers influencing practitioners’ intentions to measure and evaluate outcomes of their communication initiatives. Perceived norms to perform outcome M&E has only a very weak effect on intentions. Research limitations/implications - The findings highlight the potential of education when it comes to developing M&E capabilities in the practice. They also suggest that the role of normative pressure to perform outcome M&E needs to be better understood in terms of the dynamics of standardization specifically regarding design, implementation, and monitoring of M&E standards. Originality/value - The study is the first to go beyond the common descriptive focus in studying M&E practices and is the first application of the TPB to understand the factors that drive communication practitioners’ intentions to perform M&E.

Brønn, Peggy Simcic (2018)

Relationship Management

Brønn, Peggy Simcic & Brønn, Carl (2017)

Systems Thinking: A Method for Reducing Reputation Risk

47(3) , s. 293- 305. Doi: https://doi.org/10.1080/00208825.2017.1318024

Brønn, Peggy Simcic; Romenti, Stefania & Zerfass, Ansgar (2016)

The Management Game of Communication

Brønn, Peggy Simcic (2016)

Are CCOs up to the job?

Hoffman, Christian; Brønn, Peggy Simcic & Fieseler, Christian (2016)

A good reputation: Protection against shareholder activism

19(1) , s. 35- 46. Doi: https://doi.org/10.1057/crr.2015.27

When shareholders become dissatisfied with a public company’s policies or actions, they may resort to activist interventions. Shareholder activism has been described as an attempt to resolve agency conflicts by directly influencing management or board decisions. Shareholder activism may be incited by a lack of focus on shareholder value, a misalignment of corporate governance, or a number of social and environmental policy issues. Over recent years, shareholder activism has become more frequent, professional, and costly to corporations. Large, visible companies are held to be most susceptible to activist interventions, potentially damaging their corporation reputation. In this study, we analyze the effect of a good corporate reputation on the susceptibility of public companies to shareholder interventions in the form of proxy fights. We consider both the frequency and success of shareholder proposals and differentiate the effect of corporate reputation by issues context. Our findings indicate that a good corporate reputation serves as a two-fold inoculation against shareholder interventions, reducing both the frequency and success of proxy fights.

Brønn, Carl & Brønn, Peggy Simcic (2015)

A Systems Approach to Understanding how Reputation Contributes to Competitive Advantage

18, s. 69- 86. Doi: https://doi.org/10.1057/crr.2015.5

Vidaver-Cohen, Deborah & Brønn, Peggy Simcic (2015)

Reputation, Responsibility, and Stakeholder Support in Scandinavian Firms: A Comparative Analysis

127(1) , s. 49- 64. Doi: https://doi.org/10.1007/s10551-013-1673-7

Brønn, Peggy Simcic & Arnulf, Jan Ketil (2014)

Kommunikasjon for ledere og organisasjoner

Brønn, Peggy Simcic (2014)

Kommunikasjon og organisasjoner

, s. 49- 70.

Brønn, Peggy Simcic (2014)

How Others See Us: Leaders’ Perceptions of Communication and Communication Managers

18(1) , s. 58- 79. Doi: https://doi.org/10.1108/JCOM-03-2013-0028

Vidaver-Cohen, Deborah & Brønn, Peggy Simcic (2013)

Reputation, Responsibility, and Stakeholder Support in Scandinavian Firms: A Comparative Analysis

127(1) , s. 49- 64. Doi: https://doi.org/10.1007/s10551-013-1673-7

Brønn, Peggy Simcic (2013)

Corporate Reputation and the Discipline of Corporate Communication

Doi: https://doi.org/10.1002/9781118335529.ch6

Brønn, Peggy Simcic (2013)

CSR and Communication

, s. 63- 83.

Brønn, Peggy Simcic (2012)

Adapting the PZB Service Quality Model to Reputation Risk Analysis and the Implications for CSR Communication

16(1) , s. 77- 94. Doi: https://doi.org/10.1108/13632541211197978

Brønn, Peggy Simcic & Vidaver-Cohen, Deborah (2011)

Corporate motives for social initiative: Legitmacy, systainability, or the bottom line?

Doi: https://doi.org/10.1007/978-94-007-0818-1_7

Brønn, Peggy Simcic (2011)

Marketing and corporate social responsibility

, s. 110- 127.

Brønn, Peggy Simcic (2011)

Forståelse av omdømme i offentlig sektor

, s. 34- 50.

Ihlen, Øyvind & Brønn, Peggy S. (2011)

Corporate Reputation and the News Media in Norway

, s. 153- 167.

Brønn, Peggy Simcic (2010)

Reputation, Communication, and the Corporate Brand

Brønn, Peggy S. & Vidaver-Cohen, Deborah (2009)

Corporate Motives for Social Initiative: Legitimacy, Sustainability, or the Bottom Line?

81(1) , s. 91- 109. Doi: https://doi.org/10.1007/s10551-008-9795-z

Vidaver-Cohen, Deborah & Brønn, Peggy S. (2008)

Corporate Citizenship and Managerial Motivation: Implications for Business Legitimacy

113(4) , s. 441- 445.

Brønn, Peggy S. (2008)

Intangible Assets and Communication

Brønn, Peggy S. (2007)

Relationship Outcomes as Determinants of Reputation

12(4) , s. 376- 393.

Brønn, Peggy S. (2006)

Building Corporate Brands through Community Involvement: Is it Exportable? The Case of the Ronald McDonald House in Norway

12(4)

Brønn, Peggy S. (2006)

The marketing of corporate social responsibility: cause related marketing and corporate social marketing

Brønn, Peggy S.; Engell, A. & Martinsen, H. (2006)

A reflective approach to uncovering actual identity

40, s. 886- 901.

Purpose - This paper aims to present a case study of a unique identity-building process employed in a Scandinavian service firm. As noted by many authors, the concept of corporate identity is probably one of today's most explored areas by both academics and practitioners. Most agree that there is neither one way to define it nor one way to measure it. Some authors suggesting it is a multiple concept further complicates it. One thing is clear; uncovering identity starts internally with individuals and the organization. This article discusses the technique used in a Norwegian collection agency, Conecto, to develop an understanding of their actual identity.

Brønn, Peggy Simcic & Wiig, Roberta (2005)

Corporate Communication: A Strategic Approach to Building Reputation, eds. Peggy Simcic Brønn and Roberta Wiig Berg

Brønn, Carl & Brønn, Peggy S. (2005)

Reputation and Organizational Efficiency ? A Data Envelopment Analysis Study

8(1) , s. 45- 58.

Brønn, Peggy S. (2005)

When it Comes to Image, It's Identity That Matters

8(1) , s. 20- 28.

Brønn, Peggy S. & Berg, Roberta Wiig (2005)

Corporate Communication: A Strategic Approach to Building Reputation

Apéria, Tony; Brønn, Peggy S. & Schultz, Majken (2004)

A Reputation Analysis of the Most Visible Companies in the Scandinavian Countries

7(3) , s. 218- 230.

Brønn, Peggy S. & Brønn, Carl (2003)

A reflective stakeholder approach: Co-orientation as a basis for communication and learning

7(4) , s. 291- 303.

Brønn, Peggy S.; Drogseth, S., Moss, D. & DeSanto, B. (2002)

The Norwegian Dairy Association, An internal communication case

Brønn, Peggy S. & Brønn, Carl (2002)

Issues management as a basis for strategic orientation

2(4) , s. 247- 258.

Thjømøe, Hans Mathias; Olson, Erik & Brønn, Peggy S. (2002)

Decision-making Processes Surrounding Sponsorship Activities

42(6) , s. 6- 15.

Brønn, Peggy S. & Berg, Roberta Wiig (2002)

Corporate Communication and the Corporate Brand

Brønn, Peggy S. & Berg, Roberta Wiig (2002)

Corporate Communication: A Strategic Approach to Building Reputation

Brønn, Peggy S. & Vrioni, Albana (2001)

Corporate Social Responsibility and Cause-Related Marketing: An Overview

20(2) , s. 1- 10.

Brønn, Peggy S. & Drogseth, S. (2001)

[Conference Lecture]. Event

Brønn, Peggy S. & Brønn, Carl (2003)

Reputation and Organizational Efficiency - A Data Envelopment Analysis Study

[Conference Lecture]. Event

In the spirit of the resource-based view (Dierickx and Cool, 1989; Warren, 2002), resources can be treated as “stocks” that are used by the firm in its activities. Managerial actions influence, both directly and indirectly, the quantities of the resource stock by “filling” or “emptying” them. Consequently, it is important for the organization to have a measure of the state of the resource stock, as well as an understanding of how different actions affect that level. In this sense, for any managerial measure to be useful, it should be operation-oriented, and not simply an indicator of past performance. The Reputation Quotient (RQ), however, is based only on perceptions of firm behavior and does not address the organizational activities that influence its development. This limits the applicability of the RQ alone to be a dynamic performance measure. In this paper, we propose an alternative approach to investigating organizational reputation, the Data Envelopment Analysis (DEA) methodology. The approach is described by means of an example based on data similar to that employed in the RQ. The implications for applying it to the six attributes that define the Reputation Quotient are discussed. The results of a DEA investigation can lead to an assessment of the internal operational aspects of reputation and thereby can assist practicing managers to better utilize this strategic resource.

Roberts, Hanno; Brønn, Peggy Simcic & Breunig, Karl Joachim (2003)

Intangible Assets and Communication: Knowledge Resources and Communication

[Report Research].

[Report Research].

Akademisk grad
År	Akademisk institusjon	Grad
2000	Henley Management College	D.B.A.
1982	Georgia State University	M.B.A.
1977	University of Georgia	B.A.

Arbeidserfaring
År	Arbeidsgiver	Tittel
2020 - Present	BI Norwegian Business School	Professor Emerita
2011 - Present	BI Norwegian Business School	Professor
2007 - Present	BI Norwegian Business School	Leader, Center for Corporate Communication
2004 - 2014	BI Norwegian Business School	Associate Dean, PR and Marketing Communication Bachelor
2001 - 2011	BI Norwegian Business School	Associate professor
1997 - 2000	BI Norwegian Business School	Assistant professor