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Africa, Corporate Reputation in

While sharing a continental affiliation, the 54 countries of Africa cover a broad geographic region often subdivided into northern Africa, the Horn of Africa, eastern Africa, central Africa, western Africa, and southern Africa. With a lengthy heritage extending into antiquity, Africa is home to some of the world’s oldest recorded cultures, including those associated with Egypt, Nubia, Carthage, and Aksum, among others. Consistent with a social constructivist view of reputation, this long history reflects not only on the reputations of the countries within the region but also on the region’s firms as they are viewed from other countries. The institutions and culture of a society establish expectations regarding companies, which, in turn, influence corporate reputation assessments. Given Africa’s unique cultural background and history, firm reputations ...

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