University Risk Management Framework Report Analysis

This report analyzes a case study where a company aimed to improve its customer portfolio through an online campaign, specifically by forming a community of practice and engaging in charitable activities. The company's strategy, however, backfired due to negative perceptions arising from the use of charity for marketing purposes. The report investigates the problems associated with the company's planning, which led to reputational damage. It provides a risk management framework, drawing on concepts such as radical structuralism and neohumanism, to address the issues. The framework includes steps for identifying risks, assessing the situation, and communicating and monitoring the implementation of solutions. The report also discusses the negative aspects of the marketing campaign, such as the use of social media and a lack of focus on societal traits. The proposed solution strongly aligns with the radical structuralism perception, emphasizing the need to build a mutual connection with the community. The framework aims to help the organization identify its strengths and weaknesses to improve its marketing campaigns and overall corporate image. The report also suggests the importance of a risk proposal framework that includes identification, assessment, and communication and monitoring to improve the organization's performance.

Running Head: MANAGEMENT
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Name of the Student
Name of the University
Author Note:

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TABLE OF CONTENTS
1. Introduction.......................................................................................................................2
2. Methodology......................................................................................................................2
3. Literature Review.............................................................................................................3
4. Solution Development and Proposal...............................................................................8
5. Discussions and Conclusion.............................................................................................9
References...............................................................................................................................11
Appendix.................................................................................................................................13

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1. Introduction
The intention of the organization was to improve the customer portfolio through the
form of online campaign. Forming a community practice was a fruitful initiative to create a
positive impact on the consumer world of Singapore. Donation and charities are the means of
positive initiative taken by any individual or organization to draw the attention of others.
However, in this case, the company failed to fruitfully facilitate this initiative through the
online platforms and increased a negative perspective upon the consumer world. The
company profile on the social media platform was flooded with criticisms by the rivals group
and the potential clients of the company. The allegation posed upon the organization was use
of charity campaign without any noble intention. The only intention of the charity campaign
was to increase the clientele for the company. This is a risky condition for the organization
and the employees associated with this entire planning.
1.1 Problem Statement
Hence, the study aims to investigate the problems associated with this organization and the
planning that resulted into a disaster and dragged down the corporate image of the
organization. the paper will provide a risk management frame work to incorporate the future
projects and the required planning to uplift the corporate image of the organization.
2. Methodology
For creating the risk management framework, it is important to identify the kind of risk the
company is facing. The company is going through the risk of reputation management and
they used the activity of charity work as a tool to uplift their reputation. The big hurdle of the
company is they had jeopardized the concept of reputation with charity work. Bradle et al.,
(2014) mentioned that it is the responsibility of the executives of the organization to

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understand the importance of reputation. They should acknowledge the fact that firms with
strong reputation among the community can attract more consumers. The executives need to
perform an inadequate job of managing to secure their reputations and also acknowledge the
risk attached with management of reputation. The executives need to focus on the energies
for handling any kind of threats associated with reputation. Wen et al., (2014) mentioned that
it is not an equivalent concept of risk management or crisis management rather it is similar to
a reactive approach with the aim of limiting the damage.
Kamoche (2019) mentioned in the definition of radical structuralism that, it is the
activities committed to bring radical change, potentiality, emancipation, within an analysis
that emphasize the conflict of structuralism along with the modes of domination, deprivation
and contradiction. It is the perception that focuses on the social and the materialistic
dimension of the world. Hess, (2014) assumed about radical structuralism as possessing the
feature of positivism, empathy, and determination. From the radical structuralist perception, it
can be said that the world is comprised of different materials and having different and
individual existence among the world. All the actions of the human being are caused by the
social activities. The will of human being are determined by the outer or external factor of the
environment. The theories of radical structuralism includes aspects of anarchistic
communism, historical materialism, and conflict theory (Kristiansen, 2014).
3. Literature Review
Determining the risk associated with reputation
The executives need to determine the extent to which the organization is exposed in
front of reputational risk. Firstly, the executives need to determine whether the reputation is
exceeding the true characteristics. Secondly, they need to determine the extent of external
expectations and beliefs are responsible for widen or narrow the gap (DeSoto et al., 2016).

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Finally, determining the coordination quality of internal environment that is also responsible
for forming the gap.
Changing expectations and beliefs
Incorporating the perception of neohumanism with the concept of charity work and
also with the concept of reputation to address the risk related to reputation. LaRocca (2014)
mentioned that neohumanism speaks about consciousness and singularity. It is the science of
depicting crisis covering the dimension of environmental, economic, and social condition of
any performance. On the other hand, He & Lin (2015) mentioned that the neohumanism is
based on different aspects of communication that is also the ground concept of humanistic.
Neohumanism speaks about a new supreme world features love and compassion for the
supreme. The basic principle of neohumanism is abjuring the prejudices of all the races,
groups, and religions with the intention to safeguarding the development of the community.
Managing the internal coordination
The next step of risk management framework is identifying the weakness of the
reputational risk. Palmer & Winiger, (2019) mentioned that neohumanism believes on the
rational faculties and the information related to the command of one individual. To manage
the internal coordination, the executives should have followed the neohumanism perception
and value the devotional sentiment of all the employees associated with this plan. In this
regard, it is worth mentioning that, the employees of the mentioned organization agreed with
the planning of charity work and social media promotion to attract clientele. In this regard,
the executives need to value the social sentiment along with the devotional sentiments of the
employees.
Assessment of the reputation

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Since, the core intention of the company is reputation, hence the perception associated
with it must be measured. According to neohumanism, neohumanism stresses on multiple
areas to assess reputation that include contextual, quantitative, and objective dimensions.
There are various techniques that can be used for evaluating the reputation including analysis
of the media, stakeholder survey that includes customers, investors, employees, and also the
NGOs. Along with this, the other aspects associated with reputation from the perspective of
neohumanism.
Evaluation of the reality
Next the executives need to evaluate the reality from the perspective of neohumanism.
Burrell & Morgan, (2017) mentioned that it is the basic component of incorporating the
concept of devotion, compassion, and humanistic approach for risk analysis and management.
Firstly, the managers need to separate the units according to the functionality and their
associated corporate executives. The executives need to have the potentiality to overestimate
the institution and their abilities. Secondly, the executives need to possess the believe about
the company for securing a good reputation with no or lesser indication of bad or negativity.
Finally, the executives need to manage the expectations with setting low order and providing
assurance for achieving the set objective by the organization.
Closing the gaps
The final step of this framework is closing the gaps observed at the beginning of the
entire plan. To secure the gaps with proper sense of neohumanism the organization need to
discuss the principle of media intelligence to rectify the risks associated with reputation. The
company needs to improve the capabilities, performance, and behavior with the perception of
the market shareholders. The gaps will be addressed from the neohumanistic approach of risk
management and help the organization to address the issues in future planning.

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Radical structuralist approach for effective marketing campaign
To define the aspect of historic materialism it can be said that it is a situation where
the society produces for the means of social existence. The capacity of production and
communal relation determines different developmental stages of the organization from the
perspective of the society. Secondly, the anarchism in communism opposed the production
rule of the previous one (Pfeffer, Zorbach & Carley, 2014). It speaks for a kind of mutual
relation with the individual and the community. Finally, the conflict theory incorporates that
the community is structured that the benefit the majority of the benefits. The progress is
based on the society and also based on the contradictions.
Negative aspects of marketing campaign
Hence, the negative aspects associated with this marketing campaign are mentioned in
this following section –
 Firstly, the perception of taking the noble work of charity as an activity of marketing
campaign. However, Nicolopoulou, (2014) mentioned there are various companies
take the strategy of charity work to become reputed in the consumer world. They
follow proper strategies to imply the method and positively invest on marketing
research prior to the implication.
 Secondly, selecting the social media as a platform to promote their marketing
campaign. This is a digital era, where there are various ways to use and misuse the
social media platform that can bring fortune and misfortune for the organization
respectively. Pescher, Reichhart & Spann, (2014) mentioned that the process of
hacking, data leakage are firmly connected with social media platforms. According to
the researchers, the rate of cyber crime has increased due to the misuse of these social
media platforms for the sake of rivalry. Hence, instead of social media platforms the

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organization can select the way of offline promotion such as selecting some reputable
magazines or newspaper blogs to promote their campaign. As these are the two
mediums that investigate about the fact before communicating it to the consumer
world (Burrell & Morgan, 2017).
 Thirdly, the radical structuralism speaks about maintaining a mutual respect and
connection between organization and the society. In this regard, the print media
provides a remarkable amount of flexibility to the organization to serve for the
community and for the potential consumers for their line of business.
 The radical structuralism also speaks about thinking about the sake of the community
where an individual or the organization survives (Hahn & Lülfs, 2014). Hence, no
matter how effective the metric used by an organization, marketing campaign tend to
fail due to lack of focus, inappropriate knowledge about sales, neglecting the
humanistic approach for measuring the society, neglecting the budget, and other
aspects.
 Radical structuralism, stresses on the concept of providing proper product and
services to become familiar with the societal traits. The brands need to infuse the
concept of transparency in their marketing campaign to assure a clear connection for
the community. Goldman et al., (2019) mentioned that the external audiences of the
organization demand greater extent for the brand and their policies for their
consumers. Corporate branding and corporate image are so much depended on the
concept of social profile of the organization. disrupting social profile of the
organization brings misfortune for the business.

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4. Solution Development and Proposal
Figure 1: Risk proposal framework
Source: (Created by the author)
From the Radical Structuralist perspective, the proposed framework for risk
assessment can be made. The framework deals with three different stages. All the three stages
are explained in the following section –
Identification – This step includes proper understanding the nature of risk associated with
the organisation. This phase needs to cover every departments of the organisation. The risk
management team needs to follow an unbiased resource for this identification procedure.
Assessment – The organisation needs to conduct proper assessment with the risk intelligence
team. In this stage, the team needs to prioritise the risks according to its importance. It helps
the organisation to identify the riskiest situation for the organisation.
Communication and monitoring – This is the final step that combines two different and
important tasks. Firstly, it includes communicating the identified risks and the consequences
Identification and documentation of the risks.
Covering all the departments identifies with the
risks.
Using unbiased independent resources.
Identification
Providing assistance to risk intelligence.
Prioritising the risks.
Performing the risk assessment stagewise.
Assessment
Identification of the critical order.
communicating the procedure to all the
departments of the organisation.
Monitoring the entire procedure.
Communication &
monitoring

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in all the departments. Secondly, proper monitoring of the implementation program within
the organisation.
Connection of the perception with the solution
The proposed solution for the organisation is strongly follow the radical structuralism
perception. As discussed, the basic concept of the perception is do build a mutual connection
with the community. The framework will help the organisation the factors associated with
their performance affecting the community. The marketing campaign selected by the
organisation was effective however the process of implementing it within the community is
not right. Their performance brought negative consequences for the organisation. Hence, the
framework will help to find out the company’s own strength and weaknesses to improve their
perception about marketing campaign.
5. Discussions and Conclusion
From the risk proposal framework can provide various benefits to the organization.
Firstly, it increases various opportunities considering all the possibilities including both the
positive and negative factors of the risk. In terms of identifying the strengths and
opportunities the organization will find some opportunities to improve the managerial
strategies considering the risks. Secondly, the organization can reduce the variability in the
performance and improve the resource of deployment. The company will also able to
understand the community perception about the activities of donation and charity work. This
framework will allow the executives to avoid similar consequences in near future.
As a conclusion, it can be said that, the organization followed some misconception
about the project of charity work and the process of marketing campaign. There are several
instances of business organizations using the activities of charity to attract the consumers.
However, there should be a moral or noble sense of working for the sake of the community

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during the activities of charity work. Hence, the two approach are discussed within the study
to demonstrate the aspects associated with charity work, reputation, and marketing campaign.
Marketing campaign is a helpful procedure to increase the clientele of any business and
generate company revenue. However, if charity work is incorporated as a mode of marketing
campaign the organization need follow some approach related to neohumanism and radical
structuralism to assure success by the means of the activity. Both the approach commonly
speaks about maintaining a mutual connection between community and the organization. the
organization need to follow the conscience to act for the sake of the community that will
directly win the consumers hearts and will increase their clientele. The proposed framework
for risk management will help the organization to analyze their past activities. Along with
this, the framework will guide the organization in their future planning for marketing
campaign.

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References
Bradley, N. T., Crawford, J. G., Paugh, J. S., & Bender, D. F. (2014). U.S. Patent
Application No. 14/016,307.
Burrell, G., & Morgan, G. (2017). Sociological paradigms and organisational
analysis: Elements of the sociology of corporate life. Routledge.
DeSoto, L. J., Pearson, M. M., Adkinson, K. A., Achanta, V. R., & Peng, F.
(2016). U.S. Patent No. 9,508,092. Washington, DC: U.S. Patent and
Trademark Office.
Goldman, O. I., Jacobs, T. W. R., Edmonds, K. A., Smith, K. G., Javangula, P. S., &
Still, A. M. (2019). U.S. Patent Application No. 15/782,457.
Governmentality, N. S., Palmer, D. A., & Winiger, F. (2019). PRE-PUBLICATION
VERSION. Economy and Society, 48(4), 554-578.
Hahn, R., & Lülfs, R. (2014). Legitimizing negative aspects in GRI-oriented
sustainability reporting: A qualitative analysis of corporate disclosure
strategies. Journal of business ethics, 123(3), 401-420.
He, S., & Lin, G. C. (2015). Producing and consuming China’s new urban space:
State, market and society. Urban Studies, 52(15), 2757-2773.
Hess, J. (2014). Radical musicking: towards a pedagogy of social change. Music
Education Research, 16(3), 229-250.
Kamoche, K. N. (2019). Sociological paradigms and human resources: An African
context. Routledge.