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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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Simply Better

Simply Better

(p.67) 5 Simply Better
Winning the Reputation Game

Grahame R. Dowling

The MIT Press

There are two broad ways to create a simply better reputation than one’s competitors, namely, being seen to be ‘best at something’ and/or ‘best for somebody’. Apple’s corporate reputation is based on being best at designing engaging user-interfaces for its various iProducts. In the old mainframe era of computing IBM was known as being best for many corporate managers as evidenced by the saying at this time – “Nobody ever got fired for buying IBM”. To be clearly better or best requires a 30% advantage over competitors.

Keywords:   Stakeholder value propositions, Stakeholder relationships, Corporate branding, Trust

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