Reputation management refers to the deliberate actions by organizational leaders, spokespersons, and agents to build, enhance, maintain, monitor, repair, or defend their reputations, including reputation risk management. This entry discusses these different types of management as reputation management strategies. In addition, the entry discusses reputational challenge strategies to exert social pressure on organizations to comply with the interests of stakeholders.

Reputation-Building Strategies

Reputation building and enhancement occur through new actions such as new-product introductions; winning awards and competitions; investments in human, social, and intellectual capital; and symbolic actions and communication, such as advertising expenditures and pricing strategies. Organizations can also build reputations through endowment by relying on the reputations accrued by their founders or top management teams. Founders have an impact on the reputation-building capacity of organizations ...

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