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This chapter presents a comprehensive framework for corporate reputation management, conceptualizing reputational capital as a stock variable that fluctuates over time due to positive and negative flows influenced by stakeholder perceptions, firm actions, industry context, and external events. The chapter identifies key determinants of reputation, distinguishing between proactive strategies, such as communication and stakeholder engagement, and reactive strategies, such as risk management and crisis response mechanisms. The framework also integrates insights from resource-based theory, legitimacy theory, and signalling theory, emphasizing the strategic importance of corporate reputation in sustaining competitive advantage.

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Corporate Reputation Management Process

  • 章节

  • 发表日期：

    2025年

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  • Diletta Vito

摘要

This chapter presents a comprehensive framework for corporate reputation management, conceptualizing reputational capital as a stock variable that fluctuates over time due to positive and negative flows influenced by stakeholder perceptions, firm actions, industry context, and external events. The chapter identifies key determinants of reputation, distinguishing between proactive strategies, such as communication and stakeholder engagement, and reactive strategies, such as risk management and crisis response mechanisms. The framework also integrates insights from resource-based theory, legitimacy theory, and signalling theory, emphasizing the strategic importance of corporate reputation in sustaining competitive advantage.