Corporate Reputation Review

, Volume 8, Issue 3, pp 187–197

The Impact of Corporate Strategy on a Firm's Reputation

  • Robert J Williams
  • Mel E Schnake
  • William Fredenberger
Paper

DOI: 10.1057/palgrave.crr.1540249

Cite this article as:
Williams, R., Schnake, M. & Fredenberger, W. Corp Reputation Rev (2005) 8: 187. doi:10.1057/palgrave.crr.1540249
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Abstract

This study examined 178 Fortune 500 firms as to the link between their corporate strategies and their reputation scores. The results suggest that while related diversified firms experienced higher performance levels, on average, than single business firms, the related diversifiers also had lower reputation scores than single business firms. Further, unrelated diversified firms experienced lower reputation scores than related diversifiers, although the mean difference between the two strategies was not statistically significant. The results suggest that firms considering a change in strategy might also anticipate a change in their overall reputations. Some possible implications of the link between a firm's strategy and reputation are discussed.

Keywords

reputation image identity brand stakeholder communications intangibles philanthropy advertising positioning corporate branding e-communication diversification firm's reputation firm's strategy 

Copyright information

© Palgrave Macmillan 2005

Authors and Affiliations

  • Robert J Williams
    • 1
  • Mel E Schnake
    • 1
  • William Fredenberger
    • 1
  1. 1.Department of ManagementLangdale College of Business, Valdosta State UniversityValdosta

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