Research
Corporate Reputation
Corporate reputation reflects stakeholders’ view of an organisation’s competence, integrity and reliability. It shapes access to customers, capital and talent, and can soften or amplify crises. In a social media world, reputations shift quickly, so it must be managed with evidence. Research shows performance tends to drive reputation, so programmes should begin with clear definitions and fit-for-purpose measures tied to strategy and audiences (Jeon and Nolan, 2024; Bigus, Hua and Raithel, 2024).
KnowledgeBrief
January 2012