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Why It Is Worth and What Is the Key to Support a Desired Corporate Reputation: A Review

In: Business Challenges in the Changing Economic Landscape - Vol. 2

Author

Listed:
  • Migle Matuleviciene

    (Kaunas University of Technology)

  • Jurgita Stravinskiene

    (Kaunas University of Technology)

Abstract

The aim of this paper is to analyze and systematize different approaches to corporate reputation and its support, highlighting the value of corporate reputation, assessing the problem of stakeholder heterogeneous perception of corporate reputation and identifying key dimensions of supporting a high corporate reputation. In this paper we have revealed that there is worth to support a high reputation because of the economic value, the relationship value and the value related to competitive advantage. To support a high reputation, an organization must define this construct and understand how it can be perceived by various stakeholders. We propose a definition which compounds the support of high corporate reputation. Nevertheless, this paper reviews that reputation can be supported with regard to key dimensions of corporate reputation, treating them as basic tools and considering communication as the most important one. The paper proposes an integrated view to corporate reputation and highlights new insights to communication while supporting a high corporate reputation.

Suggested Citation

  • Migle Matuleviciene & Jurgita Stravinskiene, 2016. "Why It Is Worth and What Is the Key to Support a Desired Corporate Reputation: A Review," Eurasian Studies in Business and Economics, in: Mehmet Huseyin Bilgin & Hakan Danis & Ender Demir & Ugur Can (ed.), Business Challenges in the Changing Economic Landscape - Vol. 2, edition 1, pages 197-220, Springer.
    • Handle: RePEc:spr:eurchp:978-3-319-22593-7_14
    DOI: 10.1007/978-3-319-22593-7_14
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