Good reputation, perhaps the most valuable intangible asset "that the firm may have. The authors describe how to build a reputation within the various categories of stakeholders and why certain stakeholders within the group may not have the same relationship to the company, despite the fact that they have the same interest in it. They describe four important categories of signals that firms should consider in order to enhance their reputation, including the definitive signals individualized information processing, credibility and reputation of stickiness.
This article Rotman Magazine. "Hide
by Rebecca Reuber, Eileen Fisher Source: Rotman School of Management, 4 pages. Publication Date: September 1, 2008. Prod. #: ROT074-PDF-ENG
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