Reputation management

de Sabrina Helm, Kerstin Liehr-Gobbers, Christopher Storck

Reputation is one of the most complex assets of an organization. Despite the call for consistent management of corporate reputatation, comprehensive approaches to measure and steer a company's reputation are still in their infancy. Reputation management aims at creating a balance between stakeholder demands, prceptions and corporate reality in order to foster behavior that helps a company achieve its business goals.