Abstract
While reputation has always been talked about as a valuable asset, it hasn’t always been treated as one by businesspeople and the organizations they help run. Widespread support across the corpo-rate world for the idea that reputation is an invaluable source of competitive advantage and should be treated as such has only emerged over the past 20 years or so (Barnett & Pollock, 2012; Bauer, 2010; Carroll, 2013; Fombrun & Shanley, 1990; Hutton, Goodman, Alexander, & Genest, 2001; Ragas, 2013a, 2013c).
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© 2014 Matthew W. Ragas and Ron Culp
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Ragas, M.W., Culp, R. (2014). Corporate Reputation. In: Business Essentials for Strategic Communicators. Palgrave Macmillan, New York. https://doi.org/10.1057/9781137385338_9
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DOI: https://doi.org/10.1057/9781137385338_9
Publisher Name: Palgrave Macmillan, New York
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