Corporate Reputation Review

, Volume 4, Issue 1, pp 24–41

Sticky Reputation: Analyzing a Ranking System

  • M Schultz
  • J Mouritsen
  • G Gabrielsen
Paper

DOI: 10.1057/palgrave.crr.1540130

Cite this article as:
Schultz, M., Mouritsen, J. & Gabrielsen, G. Corp Reputation Rev (2001) 4: 24. doi:10.1057/palgrave.crr.1540130

Abstract

In contrast to most studies of reputation ranking systems, this paper discusses the constitutive aspects of such systems. It analyzes the mechanics used to construct them, thus making their procedures the object of research. Based on a study of a Danish ranking system similar to the Fortune system, the authors suggest that reputation is sticky over time in spite of shifting ranking criteria and fragile statistical methods. We show that the ongoing development of an increasingly complex measurement system paradoxically becomes ‘more of the same’ and thus creates sticky reputation for large and visible companies.

Keywords

reputationimageidentitybrandstakeholdercommunicationsintangiblesphilanthropyadvertisingpositioningcorporate brandinge-communication

Copyright information

© Palgrave Macmillan 2001

Authors and Affiliations

  • M Schultz
    • 1
  • J Mouritsen
    • 1
  • G Gabrielsen
    • 1
  1. 1.Copenhagen Business SchoolDenmark