Comparing Corporate Reputations: League Tables, Quotients, Benchmarks, or Case Studies?

Abstract

Finding valid and practicable methods of assessment and comparison should help to clarify the concept of corporate reputation and contribute to professional applications in this area. Four approaches to assessing and comparing corporate reputations are outlined: league tables, reputation quotients, benchmarks, and case studies. The first three approaches are interrelated, and face conceptual and practical difficulties. The fourth approach outlines two contrasting methods: the case comparison method and the Quasi-Judicial (QJ) case method.