Article

Charting the Landscape of Corporate Reputation Research

Michael L. Barnett and Timothy G. Pollock

in The Oxford Handbook of Corporate Reputation

Published in print July 2012 | ISBN: 9780199596706
Published online November 2012 | | DOI: http://dx.doi.org/10.1093/oxfordhb/9780199596706.013.0001

Series: Oxford Handbooks in Business and Management

 Charting the Landscape of Corporate Reputation Research

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This article describes the controversy that merits continued exploration, and the unanswered questions that can inspire and guide future research on corporate reputation. It addresses four fundamental questions in detail: what is corporate reputation?; what isn't corporate reputation?; why is corporate reputation important?; and how can corporate reputation be managed? Reputation is commonly considered as arising from observation of a firm's behaviours, while status is commonly viewed as arising from observation of a firm's affiliations. It fills the gaps where formal regulation and direct interaction are lacking. The article determines five broad areas that provide the most promising possibilities for future research on corporate reputation: the construct validity of corporate reputation; microfoundations of corporate reputation; levels of analysis other than the firm and multilevel modeling; temporality and dynamism; and process research. Corporate reputation research contributes to the basic understanding of fundamental social processes and resources.

Keywords: corporate reputation; microfoundations; construct validity; firm; temporality; dynamism; process research

Article.  7101 words. 

Subjects: Business and Management ; Organizational Theory and Behaviour ; Business Strategy

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