Reputation Management Capabilities as Decision Rules
51 Pages Posted: 10 Mar 2008
We draw on a detailed grounded theory study of the reactions of Dutch food firms to the recent introduction of genetically modified foods to inductively identify the capabilities that firms develop in response to reputational threats. Central to the view on capabilities we propose are the decision rules organizations use to link individual actions to organizational outcomes. Four reputation management capabilities were identified, which were aimed at, respectively, (1) engaging in a cooperative dialogue with relevant stakeholders, (2) presenting the organizational point of view favorably in the eyes of external beholders, (3) avoiding organizational "ownership" of critical reputational threats, and (4) communicating meaningfully with affected parties, even under conditions of high adversity and time-pressure.
Keywords: reputation, reputation management, issues management, issue management, crisis management, capabilities, strategic capabilities, dynamic capabilities, genetically modified foods, genetic modification
Suggested Citation: Suggested Citation