The Media Reputation of Small Firms: Exploring the Applicability of Existing Reputation Measures

Nell C Huang-Horowitz ()
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Nell C Huang-Horowitz: California State Polytechnic University

Corporate Reputation Review, 2016, vol. 19, issue 2, No 3, 127-139

Abstract: Abstract This study explored the media reputation of small businesses by examining the reputation attributes of small businesses represented in the news media. As an emerging field, nanotechnology was used as the context for the study. Findings showed that some of the study firms were more prominent in the news media than others and that all of the firms were often held in high esteem by the news media. Additionally, the small firms were most often portrayed as showing prospects for future growth, leading in innovation, having strong leaders and leaders with clear visions for the future, and producing high quality products. The paper also discusses the implications of the study results and presents some directions for future research.

Keywords: corporate reputation; emerging field; news media; reputation attributes; small firms (search for similar items in EconPapers)
Date: 2016
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DOI: 10.1057/crr.2016.6

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