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

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  • Nell C Huang-Horowitz

    (California State Polytechnic University)

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.

Suggested Citation

  • Nell C Huang-Horowitz, 2016. "The Media Reputation of Small Firms: Exploring the Applicability of Existing Reputation Measures," Corporate Reputation Review, Palgrave Macmillan, vol. 19(2), pages 127-139, April.
    • Handle: RePEc:pal:crepre:v:19:y:2016:i:2:d:10.1057_crr.2016.6
    DOI: 10.1057/crr.2016.6
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    References listed on IDEAS

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    1. Sun Lee & Craig Carroll, 2011. "The Emergence, Variation, and Evolution of Corporate Social Responsibility in the Public Sphere, 1980–2004: The Exposure of Firms to Public Debate," Journal of Business Ethics, Springer, vol. 104(1), pages 115-131, November.
    2. Feindt, Sylvie & Jeffcoate, Judith & Chappell, Caroline, 2002. "Identifying Success Factors for Rapid Growth in SME E-commerce," Small Business Economics, Springer, vol. 19(1), pages 51-62, August.
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