Article

On Being Bad: Why Stigma is not the Same as a Bad Reputation

Yuri Mishina and Cynthia E. Devers

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/9780199596706.013.0010

Series: Oxford Handbooks in Business and Management

 On Being Bad: Why Stigma is not the Same as a Bad Reputation

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  • Organizational Theory and Behaviour
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This article unravels the corporate reputation from a construct that is a relatively new entrant to the business literature – stigma – and specifically addresses the similarities and differences between organisational reputation and stigma. Reputation and stigma operate through very different mechanisms. The article then elaborates how organisational reputation and organisational stigma differ across six key dimensions, namely theoretical roots, dimensionality and range, level of analysis, antecedents, ease of acquisition or removal, and social uses and organisational consequences. While reputations are based on distinctness from other organisations, stigmas are based on broad categorisations of sameness. An organisational stigma can result in a variety of social and economic sanctions for the organisation and its members. Finally, several steps that are important for reputation and stigma research to advance, and several areas which may develop productive future research, are reviewed.

Keywords: organisational stigma; organisational reputation; theoretical roots; dimensionality; range; antecedents; social uses

Article.  8687 words. 

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

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