Perception of the Ethical Aspect of Business Reputation Management in the Online Environment
Perception of the Ethical Aspect of Business Reputation Management in the Online Environment

Summary/Abstract: The paper discusses the issue of perception of the ethical aspect of corporate reputation management, specifically in the field of online environment and the issue of traditional and innovative approaches to reputation management. Reputation and ethics are key determinants to building a sustainable competitive advantage and becoming a preferred provider to a market. Even the perception of unethical behaviour can create a reputation management crisis, whether or not there is any proof. Therefore, the main objective of our study is to present the accessible ways and approaches of managing the reputation, especially online reputation in the way of the ethical aspect, as the current challenge for responsible and maintainable development of perceived image of subjects, as their very fragile intangible assets.

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