CORPORATE REPUTATION’S PLACE IN MEASURING BUSINESS PERFORMANCE

Ioana Irina ()
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Ioana Irina: Romanian Academy, Iasi Branch, "Gh. Zane" Institute of Economical and Social Researches, Romania

THE YEARBOOK OF THE "GH. ZANE" INSTITUTE OF ECONOMIC RESEARCHES, 2014, vol. 23, issue 1, 99-104

Abstract: The growing research interest into corporate reputation is explained by its potential to create, maintain and increase financial performance. Favorable corporate reputations are intangible assets that offer a strategic competitive advantage to firms, explaining the relationship between reputation and profits. A new paradigm appeared while considering this dependence: does corporate reputation lead to value creation or does profit come first? Researchers investigated if profit is a cause or an effect of a good reputation, but opinions are different. This paper illustrates how a good reputation can increase a company’s performance by offering an overview of existing studies in the field.

Keywords: corporate reputation; business performance; intangible assets; business strategy (search for similar items in EconPapers)
Date: 2014
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