Bridging the Gap in Defining Corporate Reputation: An Extensive Literature Review
Bridging the Gap in Defining Corporate Reputation: An Extensive Literature Review

Summary/Abstract: In the past several years, the business environment has witnessed an increasing competitiveness and more and more companies have shifted their focus towards intangible assets in an attempt to optimize budgets, processes and financial performance, with the solely goal of gaining a positive, sustainable market advantage. In this ever global market landscape, what corporate reputation is and how it can be best measured has been recognized as a central business question and attracts the attention of management community. Despite of this growing interest of both researchers and practitioners in the field of corporate reputation, there is no consensus when it comes to defining the concept. Although the existing management experience agrees upon the importance of corporate reputation and its contribution to the overall market value of a business, a common agreed definition is still lacking. Thus, how reputation is formed and how its components are defined remains a controversial debate. In this context of ambiguity, the present research paper builds on the existing literature and proposes an extensive evaluation and analysis of the prior work conducted in this field of interest.

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