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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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Strategy-Led Corporate Reputations

Strategy-Led Corporate Reputations

(p.49) 4 Strategy-Led Corporate Reputations
Winning the Reputation Game

Grahame R. Dowling

The MIT Press

Companies are more likely to create a strong reputation when it can demonstrate to its key stakeholders that it is strategically committed to being of good character or delivering better value to them. This is the notion of reputation being ‘built-in’ to the strategy of the company. In contrast, when a reputation emerges from non-strategic activities like CSR, it is ‘bolted-on’ to the strategy of the company and less likely to be of commercial value.

Keywords:   Strategic corporate reputations, Owner capitalist companies, Sustainable enterprise companies, Social enterprise companies

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