Corporate Reputation Review

, Volume 4, Issue 1, pp 24–41 | Cite as

Sticky Reputation: Analyzing a Ranking System

  • M Schultz
  • J Mouritsen
  • G Gabrielsen
Paper

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

reputation image identity brand stakeholder communications intangibles philanthropy advertising positioning corporate branding e-communication 

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Copyright information

© Palgrave Macmillan 2001

Authors and Affiliations

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

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