A gap, by definition, refers to an undesirable chasm, difference, or separation. In the context of reputation (management), a gap may be understood in a variety of ways, for example, the difference between desired and actual reputation, between stakeholder expectations of and experiences with an organization, and differences in perception among internal and external stakeholder groups. Premised on the centrality of reputation for corporate survival and success, any gap is deemed problematic and a potential risk to creating and maintaining a favorable reputation.

This entry begins by outlining the various ways in which reputation gaps have been conceptualized and ends with recommendations from scholars and industry practitioners on how to address the perceived risks arising from reputation gaps.


Reputation gaps have been conceptualized in several ways. One ...

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