Article

A Framework for Reputation Management Over the Course of Evolving Controversies

Kimberly D. Elsbach

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/9780199596706.013.0023

Series: Oxford Handbooks in Business and Management

 A Framework for Reputation Management Over the Course of Evolving Controversies

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This article uses a case study of Apple's iPhone 4 to develop a framework that extends the understanding of reputation management. The sequence of event-based reputation management communications may establish an additional contextual variable that is significant to situational theories of reputation management. The four-month iPhone 4 saga seemed to be more of a loss than a gain for Apple by late July 2010. On the downside, three of the four components of Apple's corporate reputation were damaged. The case of the iPhone 4 indicates that effective reputation management tactics need to be customised to fit the context in which they are used. The current framework shows that effective reputation management is a more dynamic and interactive effort than previously implied. It also stresses the constraints placed on reputation management by recent organisational communications.

Keywords: reputation management; Apple; iPhone 4; corporate reputation; organisational communications

Article.  8422 words. 

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

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