The Oxford Handbook of Corporate Reputation

Abstract

What does it mean to have a ‘good’ or ‘bad’ reputation? How does it create or destroy value, or shape chances to pursue particular opportunities? Where do reputations come from? How do we measure them? How do we build and manage them? Over the last twenty years the answers to these questions have become increasingly important – and increasingly problematic – for scholars and practitioners seeking to understand the creation, management, and role of reputation in corporate life. The Oxford Handbook of Corporate Reputation intends to bring definitional clarity to these issues, giving an account of extant research and theory, and offering guidance about where scholarship on corporate reputation might most profitably head. Its articles provide definitions of corporate reputation; differentiate reputation from other constructs and intangible assets; offer guidance on measuring reputation; consider the role of reputation as a corporate asset and how a variety of factors, including stage of life, nation of origin, and the stakeholders considered affect its ability to create value; and explore corporate reputation's role more broadly as a regulatory mechanism. Finally, the articles also discuss how to manage and grow reputations, as well as how to repair them when they are damaged.

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