DOBRA I ZŁA REPUTACJA – JEDEN CZY DWA WYMIARY?
GOOD AND BAD CORPORATE REPUTATION – ONE OR TWO DIMENSIONS?

Summary/Abstract: Good and bad corporate reputation are threatened as two extreme ends of one continuum in domain literature, but – from managerial point of view – it is much more justified to see them as two independent variables. The article presents some case for separate good and bad reputation and raised question about their significance. It is worth to know building competitive advantage whether the good reputation helps more, than the bad harms, or conversely? Rely on studies review author comes to the conclusion that effective corporate reputation management need to concentrate managers attention on avoiding bad reputation, because consequences are much more threatening and long standing, than advantages offering by the good one.

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