Faculty Profile

Peggy Simcic Brønn

Professor - Department of Communication and Culture

Biography

Peggy Simcic Brønn, a US citizen, is a professor in BI Norwegian Business School's Department of Communication and Culture.. She is also leader 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.

Publications

Brønn, Peggy Simcic (2018)

Stakeholder engagement; the importance of mutuality and dialogue

Lindgreen, Adam; Maon, Francois, Vanhamme, Joëlle, Palacios-Florencio, Beatriz, Vallaster, C. & Strong, C. (red.). Engaging With Stakeholders: A Relational Perspective on Responsible Business

Brønn, Carl & Brønn, Peggy Simcic (2018)

Sustainability: A Wicked Problem Needing New Perspectives

Borland, Helen; Lindgreen, Adam, Vanhamme, Joëlle, Maon, Francois, Ambrosini, Véronique & Palacios-Florencio, Beatriz (red.). Business Strategies for Sustainability

Buhmann, Alexander & Brønn, Peggy Simcic (2018)

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

Corporate Communications. An International Journal, 23(3), s. 377- 391. Doi: 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 & Brønn, Carl (2017)

Systems Thinking: A Method for Reducing Reputation Risk

International Studies of Management and Organization, 47(3), s. 293- 305. Doi: 10.1080/00208825.2017.1318024

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

The Management Game of Communication

Emerald Group Publishing Limited.

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

A good reputation: Protection against shareholder activism

Corporate Reputation Review, 19(1), s. 35- 46. Doi: 10.1057/crr.2015.27

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

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

Journal of Business Ethics, 127(1), s. 49- 64.

Brønn, Carl & Brønn, Peggy Simcic (2015)

A Systems Approach to Understanding how Reputation Contributes to Competitive Advantage

Corporate Reputation Review, 18, s. 69- 86. Doi: 10.1057/crr.2015.5

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

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

Journal of Business Ethics, 127(1), s. 49- 64. Doi: 10.1007/s10551-013-1673-7

Brønn, Peggy Simcic (2014)

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

Journal of Communication Management, 18(1), s. 58- 79. Doi: 10.1108/JCOM-03-2013-0028

Brønn, Peggy Simcic (2014)

Kommunikasjon og organisasjoner

Brønn, Peggy Simcic & Arnulf, Jan Ketil (red.). Kommunikasjon for ledere og organisasjoner

Brønn, Peggy Simcic (2013)

CSR and Communication

Midttun, Atle (red.). CSR and beyond: A Nordic perspective

Brønn, Peggy Simcic (2013)

Corporate Reputation and the Discipline of Corporate Communication

Carroll, Craig E. (red.). Handbook of Communication and Corporate Reputation

Brønn, Peggy Simcic (2012)

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

Journal of Communication Management, 16(1), s. 77- 94. Doi: 10.1108/13632541211197978

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

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

Sethi, Prakash S. (red.). Globalization and the Good Corporation

Brønn, Peggy Simcic (2011)

Marketing and corporate social responsibility

Ihlen, Øyvind; Bartlett, Jennifer & May, Steve (red.). The Handbook of communication and corporate social responsibility

Brønn, Peggy Simcic (2011)

Forståelse av omdømme i offentlig sektor

Angell, Svein Ivar; Byrkjeflot, Haldor & Wæraas, Arild (red.). Substans og framtreden: omdømmehåndtering i offentlig sektor

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

Corporate Reputation and the News Media in Norway

Carroll, Craig E. (red.). Corporate Reputation and the News Media: Agenda-setting within Business News Coverage in Developed, Emerging, and Frontier Markets

Brønn, Peggy Simcic (2010)

Reputation, Communication, and the Corporate Brand

Heath, Robert L. (red.). The Sage Handbook of Public Relations

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

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

Journal of Business Ethics, 81(1), s. 91- 109. Doi: 10.1007/s10551-008-9795-z

Brønn, Peggy S. (2008)

Intangible Assets and Communication

Ansgar Zerfass, Betteke van Ruler and Krishnamurthy Sriramesh (eds), Public Relations Research European and International Perspectives and Innovations

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

Corporate Citizenship and Managerial Motivation: Implications for Business Legitimacy

Business and Society Review, 113(4), s. 441- 445.

Brønn, Peggy S. (2007)

Relationship Outcomes as Determinants of Reputation

Corporate Communications. An International Journal, 12(4), s. 376- 393.

Brønn, Peggy S. (2006)

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

Cause Related Marketing

Brønn, Peggy S. (2006)

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

Journal of Marketing Communications, 12(4)

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

A reflective approach to uncovering actual identity

European Journal of Marketing, 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

Gyldendal Akademisk.

Brønn, Peggy S. (2005)

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

Magma - Tidsskrift for økonomi og ledelse, 8(1), s. 20- 28.

Brønn, Carl & Brønn, Peggy S. (2005)

Reputation and Organizational Efficiency ? A Data Envelopment Analysis Study

Corporate Reputation Review, 8(1), s. 45- 58.

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

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

Corporate Reputation Review, 7(3), s. 218- 230.

Brønn, Peggy S. & Brønn, Carl (2003)

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

Journal of Communication Management, 7(4), s. 291- 303.

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

Decision-making Processes Surrounding Sponsorship Activities

Journal of Advertising Research, 42(6), s. 6- 15.

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

The Norwegian Dairy Association, An internal communication case

Public Relations Case Studies: International Perspectives

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

Corporate Communication and the Corporate Brand

Corporate Communication, A Strategic Approach to Building Reputation

Brønn, Peggy S. & Brønn, Carl (2002)

Issues management as a basis for strategic orientation

Journal of Public Affairs, 2(4), s. 247- 258.

Brønn, Peggy S. & Drogseth, S. (2001)

The Norwegian diary association : an international communication case

Public relations cases : an international perspective/D.Moss and B. DeSanto (eds.)

Brønn, Peggy S. (2001)

Communication managers as strategists? Can they make the grade?

Journal of Communication Management, s. 1- 10.

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

Corporate Social Responsibility and Cause-Related Marketing: An Overview

International Journal of Advertising, 20(2), s. 1- 10.

Brønn, Peggy S. & Olson, Erik (1999)

Mapping the Strategic Thinking of PR Managers in a Crisis Situation: An Illustrative Example Using Conjoint Analysis

Public Relations Review, 25(3), s. 351- 368.

Brønn, Peggy Simcic (2018)

KOMMUNIKATØRERS VIKTIG FORHOLD TIL PR-FORSKNING

blogg PRPrat: http://prprat.no/2018/02/07/pr-forskning-relev [Internett]

Johannessen, Stian Øvrebø; Bang, Tor & Brønn, Peggy Simcic (2015)

Trekker PR-effekt i tvil

Dagens Næringsliv [Avis]

Brønn, Peggy Simcic (2015)

Hva er god PR-utdannelse?

Dagensnæringsliv [Kronikk]

Fuglehaug, Wenche & Brønn, Peggy Simcic (2014)

Kronprinsparet kan ikke gjøre hva de vil. De kan gjøre hva vi vil.

Aftenposten (morgenutg. : trykt utg.) [Kronikk]

Brønn, Peggy Simcic; Mjærum, Astrid Bugge & Hansen, Gro Elin (2012)

Mer pr- utdanning

Dagens næringsliv [Kronikk]

Brønn, Peggy Simcic (2012)

Skal sponsing av sosiale tiltak gi skattefradrag?

Kampanje [Kronikk]

Brønn, Peggy Simcic (2011)

Faktadumping

Dagens næringsliv [Kronikk]

Brønn, Peggy Simcic (1)

The Flag bearer.

BI Advantage [Kronikk]

Brønn, Peggy Simcic (1)

HvEM ELLER HvA KAN HA ET OMDøMME?

Kampanje [Kronikk]

Brønn, Peggy Simcic (1)

Omdømmehysteri

Dagens næringsliv [Kronikk]

Brønn, Peggy Simcic & Buhmann, Alexander (2018)

Building and Managing Reputation: Current Debates and Future Directions

Sasson, Amir (red.). At the Forefront, Looking Ahead: Research-Based Answers to Contemporary Uncertainties of Management

Brønn, Carl & Brønn, Peggy Simcic (2018)

Corporate Strategy

Heath, Robert L. & Johansen, Winni (red.). The International Encyclopedia of Strategic Communication

Brønn, Peggy Simcic (2018)

Relationship Management

Heath, Robert L. & Johansen, Winni (red.). The International Encyclopedia of Strategic Communication

Brønn, Peggy Simcic; Buhmann, Alexander, Sannes, Ragnvald & Torp, Øyvind (2017)

Successful use of technology in corporate communications

[Popular scientific article]. Communication for Leaders, 4(2), s. 6- 7.

Buhmann, Alexander & Brønn, Peggy Simcic (2017)

Drivers and barriers in public relations measurement and evaluation: Analyzing effects on behavior.

[Academic lecture]. 20th Annual International Public Relations Research Conference.

Brønn, Peggy Simcic; Bonvik, Øystein & Bang, Tor (2015)

Innforing i PR

[Textbook]. Fagbokforlaget.

Brønn, Peggy Simcic (2014)

The importance of a systems approach to managing reputation.

[Academic lecture]. NordKomm.

Brønn, Carl & Brønn, Peggy Simcic (2014)

The Reputation Imperative: Managing for Competitive Advantage

[Academic lecture]. Reputation Institute’s 18th International Conference on Corporate Reputation.

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

Kommunikasjon for ledere og organisasjoner

[Scientific book]. Fagbokforlaget.

Brønn, Peggy Simcic; Pettersen, Lene & Kalsnes, Bente (2012)

Sosiale medier fra innsiden og ut:Intern samhandling og dialog

[Popular scientific book]. Kommuneforlaget AS.

Brønn, Carl & Brønn, Peggy Simcic (2012)

The role of communication in the post-modern organization: The case of inter-organizational relationships

[Academic lecture]. NordKomm 6.

Brønn, Peggy Simcic & Pettersen Dahlen, Øystein (2012)

Communication Managers as Strategists: Are They Making the Grade Yet? A View of How Other Leaders View Communication Managers and Communication in Norwegian Private and Public Sector Organizations

[Academic lecture]. European Public Relations Educator and Research Association.

Brønn, Peggy Simcic (2011)

Institutionalization and PR: A study of leaders’ view of communication directors and the communication function’

[Academic lecture]. NEON conference.

Brønn, Peggy Simcic (2011)

Old Rules for New Talent, Public sector communicators may be unused to thinking about brand, but it can resolve identity, resources and staff

[Article in business/trade/industry journal]. Communication Director, s. 84- 88.

Brønn, Peggy Simcic & Brønn, Carl (2011)

Closing the Gaps: The Communication Function and Behavior Standards

[Academic lecture]. 18th BledCom International Public Relation Research Smposium.

Brønn, Peggy Simcic (2010)

Institutionalization and PR: A study of leaders’ view of communication directors and the communication function

[Academic lecture]. Euprera Annual Conference.

Bonvik, Øystein & Brønn, Peggy S. (2010)

Virksomhets Stemme: digital, trykket eller fremført - tekst som informerer og inspirerer

[Textbook]. Gyldendal Akademisk.

Brønn, Peggy Simcic (2009)

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

[Academic lecture]. 12th Annual International Public Relations Research Conference.

Brønn, Peggy Simcic (2009)

Reputation Risk, Legitimacy Gaps and the Implications for CSR Communication

[Academic lecture]. Reputation Institute’s 13th International Conference on Corporate Reputation, Brand, Identity and Competitiveness.

Brønn, Peggy Simcic (2009)

Building Reputation, Marketing the Brand: Stakeholder Communications and the Impact of Corporate Social Performance

[Academic lecture]. American Marketing Association winter conference.

Brønn, Peggy S. & Ihlen, Øyvind (2009)

Åpen eller innadvendt : omdømmebygging for organisasjoner

[Textbook]. Gyldendal Akademisk.

Brønn, Peggy Simcic (2008)

Why Aren't We Measuring Relationships?

[Article in business/trade/industry journal]. Communication World

Brønn, Peggy Simcic (2008)

Reputation and reputation research

[Academic lecture]. NEON Conference.

Brønn, Peggy & Ihlen, Øyvind (2008)

Åpen eller innadvendt: Omdømmebygging for organisasjoner

[Textbook]. Gyldendal Akademisk.

Ihlen, Øyvind & Brønn, Peggy (2007)

Corporate reputation and the news media in Norway

[Academic lecture]. The 11th International Conference on Reputation, Brand, Identity and Competitiveness.

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

Corporate Communication: A Strategic Approach to Building Reputation

[Scientific book]. Gyldendal Akademisk.

Brønn, Peggy Simcic; Roberts, Hanno & Breunig, Karl Joachim (2004)

Intangible Assets, Communication and Relationships

[Academic lecture]. 11th Annual Public Relations Research Symposium.

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

Intangible Assets and Communication

[Academic lecture]. the IABC conference.

Brønn, Peggy S. & Brønn, Carl (2003)

Reputation and Organizational Efficiency - A Data Envelopment Analysis Study

[Academic lecture]. The Seventh International Conference on Corporate Reputation.

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.

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

Corporate Communication: A Strategic Approach to Building Reputation

[Scientific book]. Gyldendal Akademisk.

Brønn, Carl & Brønn, Peggy Simcic (2000)

Organizational implications of the co-orientation model

[Academic lecture]. Bled 2000 - 7th International Public Relations Research Symposium.

Brønn, Peggy Simcic (2000)

Building a Research Agenda From Scratch: The Case of Norway

[Academic lecture]. 6th International Public Relations Research Symposium.

Brønn, Peggy S. (2000)

Building a research agenda from scratch, the case of Norway

[Academic lecture]. 6th International Public Relations Research Symposium.

Academic Degrees
Year Academic Department Degree
2000 Henley Management College D.B.A.
1982 Georgia State University M.B.A.
1977 University of Georgia B.A.
Work Experience
Year Employer Job Title
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
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