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...