Published by:
Rotman Management Magazine
Length: 4 pages
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Abstract
A positive reputation is arguably the most valuable 'intangible asset' that a firm can possess. The authors describe how reputations form within different stakeholder categories and why individual stakeholders within a group may not have identical attitudes toward a firm, despite the fact that they have the same kinds of interests in it. They describe four important categories of 'signals' that firms need to consider in order to enhance their reputation, including categorical cues; individuated information processing; credibility; and reputational stickiness.
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Abstract
A positive reputation is arguably the most valuable 'intangible asset' that a firm can possess. The authors describe how reputations form within different stakeholder categories and why individual stakeholders within a group may not have identical attitudes toward a firm, despite the fact that they have the same kinds of interests in it. They describe four important categories of 'signals' that firms need to consider in order to enhance their reputation, including categorical cues; individuated information processing; credibility; and reputational stickiness.