Latin America, Corporate Reputation in

In Latin America, multinational public relations agencies and communication consultancies have introduced the practice of helping organizations maintain their reputations and also begun the ranking of organizations according to their reputation. Multilatinas, or Latin American multinational corporations, are making a splash in the marketplace and market space, increasing the competition for multinational corporations from within the region. In general, consumers have more choices, and stakeholder and civic groups have more knowledge of how to further their causes and interests with the achievement of great impacts. Organizations of all kinds must respond to the growing sets of public expectations and realities.

This entry discusses the increasing importance of corporate reputation studies and practice in a Latin American context, the central role of strong governments and the reputational ...