Corporate Reputation

Reputation is a strategic asset for companies. Businesses with a good reputation are able to differentiate themselves, thus attracting investments and retaining customers and employees. At the same time, stakeholders of such companies demonstrate higher levels of satisfaction and loyalty towards the companies’ products and brands. Currently, corporate reputation is one of the two most popular non-financial indicators used by organisations, both in the public and private sectors.
This book is an in-depth investigation of the psychosocial nature of corporate reputation. We welcome the reader to join the adventurous path towards a good reputation. Here, adventure should be understood in the broad sense of the word – our journey has quite a few surprises in store for us.
Appearance of reputation as a concept brought about promises and hopes, it was viewed as a solution capable of reconciling the interests of different stakeholders, making the whole organization stronger. However, the giant turned out to have the feet of clay, lacking sufficient theoretical and methodological foundation. However, when we step on the terra incognita of corporate intangibles, we will understand that the vague idea of reputation is gradually acquiring scientific form via development of measurement tools and models that lay the foundation for the long sought-for technology of reputation management.