Reputation orientation is a company-wide strategic orientation to build, manage, and influence a positive corporate reputation among key external stakeholders. Strategic orientations are internal preferences that can distinguish an organization in the marketplace and can facilitate the implementation of strategies that result in performance advantages. Organizations with strong reputation orientations know what reputation they seek, what decisions are consistent with that reputation, and how to balance the needs of all stakeholders in the effort to build and maintain a sustainable corporate reputation. This entry focuses on the origins, characteristics, and managerial implications of reputation orientation.


The concept of reputation orientation is based on the commitment of senior management to make a conscious choice to build a strong reputation that is embraced by internal stakeholders and reflected ...

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