CORPORATE REPUTATION’S PLACE IN MEASURING BUSINESS PERFORMANCE
The growing research interest into corporate reputation is explained by its potential to create, maintain and increase financial performance. Favorable corporate reputations are intangible assets that offer a strategic competitive advantage to firms, explaining the relationship between reputation and profits. A new paradigm appeared while considering this dependence: does corporate reputation lead to value creation or does profit come first? Researchers investigated if profit is a cause or an effect of a good reputation, but opinions are different. This paper illustrates how a good reputation can increase a company’s performance by offering an overview of existing studies in the field.
Year of publication: |
2014
|
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Authors: | IRINA, Ioana |
Published in: |
THE YEARBOOK OF THE “GH. ZANE” INSTITUTE OF ECONOMIC RESEARCHES. - Institutul de Cercetari Economice şi Sociale Gheorghe Zane (ICES), ISSN 1453-4061. - Vol. 23.2014, 1, p. 99-104
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Publisher: |
Institutul de Cercetari Economice şi Sociale Gheorghe Zane (ICES) |
Subject: | corporate reputation | business performance | intangible assets | business strategy |
Saved in:
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