How to Approach Reputation

Kerstin Liehr-Gobbers () and Christopher Storck ()
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Kerstin Liehr-Gobbers: Dusseldorf office of HERING SCHUPPENER
Christopher Storck: Quadriga University

A chapter in Reputation Management, 2011, pp 27-30 from Springer

Abstract: Abstract Liehr and Storck introduce this chapter by focusing on the concept of corporate reputation. They describe the shift from shareholder to stakeholder value as well as the added value of reputation resilience using the Vioxx case of Merck & Co. as an example and refer to the importance of taking the different reputational aspects into account before stakeholder perceptions can be managed.

Keywords: Stakeholder Group; Corporate Responsibility; Share Price; Corporate Reputation; Corporate Brand (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-642-19266-1_4

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DOI: 10.1007/978-3-642-19266-1_4

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