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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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Corporate Reputation as a Strategic Game

Corporate Reputation as a Strategic Game

(p.15) 2 Corporate Reputation as a Strategic Game
Winning the Reputation Game

Grahame R. Dowling

The MIT Press

This chapter describes why corporate reputation management is a strategic game. The metaphor highlights that any investment in creating a better corporate reputation than one’s rivals is subject to setting goals, understanding the rules of the reputation marketplace, adopting the language of corporate reputation inside and outside the company, and being prepared to measure the value of the investment. These issues provide the basic terms and conditions for the investment in and active management of a company’s reputation.

Keywords:   Strategic game, Reputation rules, Reputation language, Investment

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