Although all companies would like to better corporate reputation, many are not sure what it takes to build a good reputation, and others do not believe that they should use their good reputation to compete in their various markets. Mimicking the behavior of reputable companies do not provide a reliable resolution of these dilemmas. Provides a framework to help managers make the best corporate reputation for their organizations and assist them in making the decision to use it as the primary basis for competition. Also provides some basic costs for the organization that decides to compete in their corporate reputation. "Hide
by Grahame R. Dowling Source: California Management Review 19 pages. Publication Date: 01 May 2004. Prod. #: CMR282-PDF-ENG
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