Definition: Corporate Reputation is the sum of all the views and beliefs held about the company based on its history and its future prospects, in comparison to close competitors.
CR is a relative assessment which is somewhat fuzzy and subjective by definition. People are likely to have different views about the CR of a firm.
Key people who assess a firm's reputation are: its customers, employees, shareholders, competitors, trade bodies and other businesses and opinion leaders in your industry sector.
Not to be confused with a product or service brand or brand identity.
See also corporate reputation management, online reputation management.
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