Chapter

Reputation

John Kay

in Foundations of Corporate Success

Published in print April 1995 | ISBN: 9780198289883
Published online November 2003 | e-ISBN: 9780191718205 | DOI: http://dx.doi.org/10.1093/019828988X.003.0006
 Reputation

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The second primary distinctive capability is ‘Reputation’, as it is the most important commercial mechanism for conveying information. Reputation can be costly to build, yet once established, it can yield substantial added value, particularly in markets where the quality of the product is immediately observable.

Keywords: added value; brand; core competencies; distinctive capabilities; markets; products; quality; reputation; signalling

Chapter.  5381 words.  Illustrated.

Subjects: Microeconomics

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