Reputation and the Corporate Brand

Abstract:     
Organizations increasingly recognize the importance of corporate reputation to achieve business goals and stay competitive. In recent years, companies as large and prominent as Arthur Andersen and Bridgestone/Firestone learned hard lessons about how quickly a damaged reputation can harm employee and customer loyalty, threatening a company's financial well being and even its viability. Public confidence in business is low, and public scrutiny of business is high. The proliferation of media and information of the past two decades, the demands of investors for increased transparency, and the growing attention paid to social responsibility all speak for a greater focus on the part of organizations to build and maintain strong reputations.

Number of Pages in PDF File: 17

working papers series