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Winning the Reputation GameCreating Stakeholder Value and Competitive Advantage$
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Grahame R. Dowling

Print publication date: 2016

Print ISBN-13: 9780262034463

Published to MIT Press Scholarship Online: January 2017

DOI: 10.7551/mitpress/9780262034463.001.0001

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The Value of a Winning Corporate Reputation

The Value of a Winning Corporate Reputation

Chapter:
(p.1) 1 The Value of a Winning Corporate Reputation
Source:
Winning the Reputation Game
Author(s):

Grahame R. Dowling

Publisher:
The MIT Press
DOI:10.7551/mitpress/9780262034463.003.0001

In situations where people are uncertain about what a company is doing, or whether or not to engage with it, or what they are buying from it is of good quality, a good reputation can help to alleviate this uncertainty. Over time markets for corporate reputation may emerge in these situations. One such market is for universities. Each year a number of different rankings appear to help students make their choice of where to go. When reputation markets operate then investing in a better reputation than one’s competitors can lead to a wide range of commercial payoffs – including a better and more resilient share price.

Keywords:   Markets for corporate reputation, When to invest, When not to invest, Reputation payoffs, Reputations and share prices

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