Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book a

Recent research in business strategy suggests that corporate reputations are a valuable strategic asset for every company. Good reputations have been shown to h

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An international and multidisciplinary collection, edited by pioneers in the field, this work captures the quintessence of the corporation and its many inner an

Reputation is becoming an imperative business function that influences strategic decisions including the direction of a business plan and how an organization sh