Top determinants of corporate reputation management
Positive reputation is a valuable corporate asset and needs to be managed proactively in response to new threats entering the marketplace. Recent events have shown that the reputation of an organisation can take years to build, yet takes only a few seconds to destroy. In this study, it is suggested...
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| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1738 |
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| Summary: | Positive reputation is a valuable corporate asset and needs to be managed proactively in
response to new threats entering the marketplace. Recent events have shown that the reputation
of an organisation can take years to build, yet takes only a few seconds to destroy. In this study,
it is suggested that knowing the top determinants of current reputation management can only
help to enhance the business objectives of an organisation by contributing to the bottom line
and gaining a competitive advantage. This paper looks at what communication managers in toplisted
companies operating in South African consider the top determinants of managing corporate
reputation in their organisations to be. The paper draws links between managing organisational
reputation and stakeholder management, and provides valuable findings for communication
specialists working in positions of management.
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| ISSN: | 0259-0069 2957-7950 |