Grahame R. Dowling
- Published in print:
- 2016
- Published Online:
- January 2017
- ISBN:
- 9780262034463
- eISBN:
- 9780262335089
- Item type:
- chapter
- Publisher:
- The MIT Press
- DOI:
- 10.7551/mitpress/9780262034463.003.0004
- Subject:
- Business and Management, Innovation
Companies are more likely to create a strong reputation when it can demonstrate to its key stakeholders that it is strategically committed to being of good character or delivering better value to ...
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Companies are more likely to create a strong reputation when it can demonstrate to its key stakeholders that it is strategically committed to being of good character or delivering better value to them. This is the notion of reputation being ‘built-in’ to the strategy of the company. In contrast, when a reputation emerges from non-strategic activities like CSR, it is ‘bolted-on’ to the strategy of the company and less likely to be of commercial value.Less
Companies are more likely to create a strong reputation when it can demonstrate to its key stakeholders that it is strategically committed to being of good character or delivering better value to them. This is the notion of reputation being ‘built-in’ to the strategy of the company. In contrast, when a reputation emerges from non-strategic activities like CSR, it is ‘bolted-on’ to the strategy of the company and less likely to be of commercial value.
