Measuring and managing reputation

A company's reputation is constantly under scrutiny, whether they are generally respected or not. How a company fares under that scrutiny may well depend on whether it’s admired or merely tolerated by consumers and opinion leaders.

Measuring and managing reputation

YogeshChavda and Scott MillerUnited States

INTRODUCTION

Whether publicly or privately held, a company builds credibility and acceptance among its communities, customers and other constituents with its performance, products/services, innovation, governance, leadership, citizenship and workplace environment (Reputation Institute, 2010). It builds acceptance when constituents understand and approve of how the company conducts its business, and a relationship of trust when constituents believe the company and the people behind it are responsible, ethical and worthy of their trust. It is well established that this trust, credibility and acceptance are, at a minimum, a precondition for...

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