Reputation

Pekka Aula and Jouni Heinonen
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Pekka Aula: University of Helsinki
Jouni Heinonen: Pohjoisranta Burson-Marsteller

Chapter 1 in The Reputable Firm, 2016, pp 1-34 from Springer

Abstract: Abstract Reputation is the most valuable asset a company can have. Building a reputation, and having it built, is a joint project between a company and its stakeholders. Without cooperation, without a good network, the reputation that is built will be a lemon. Basic principles can be applied for building a reputation, a collection of methods by which building a good reputation and having a good reputation built is possible. These fundamentals include the following: a successful public life, sustainable and accountable business, the clarification of a company’s purpose or raison d’être, the extended corporate culture, and preparedness for reputational risks.

Keywords: Corporate Responsibility; Brand Equity; Killer Whale; Corporate Reputation; Good Reputation (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-22008-6_1

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DOI: 10.1007/978-3-319-22008-6_1

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