Summary
Reputation is a notoriously nebulous issue to tackle. But by focusing on stakeholder relationships companies get closer to influencing perceptions and gauging how they contribute to organizational success. The Oxford English Dictionary describes reputation as the general estimation in which a person is held by the public. If reputation is estimation, then it is about perception. Reputation is too immense to measure unless you can pin down what matters to people. This is why research is needed to understand what the key drivers of reputation are for different stakeholder groups. Relationships provide a better guide to organizational success than reputation alone.
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Extract
Relationships Are Reputation
Reputation matters, but only when it concerns those things that matter to those people that matter to the organization. For example, a prospective employee considering joining an organizati...
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