Publication Type

Book Chapter

Version

publishedVersion

Publication Date

12-2020

Abstract

Reputation is a crucial driver of business performance. In today’s crisis-ridden business environment, this corporate quality has never been more prized in organizations. Research has time and again demonstratedthat a favorable reputation offers long-term value for organizations. Reputation impacts everything from financial to relationships represented by public’s confidence in brand equity, human capital, earnings and future growth. Reputation-led companies have been shown to set the standard by leading the pack for other businesses to follow, and in times of a crisis, the reputation capital that they have amassed enable them to better recover from economic storms. However, unlike other business assets, corporate reputation painstakingly built and earned over decades, and its potentially transient nature and fragility due to shifting expectations of accountability also makes reputation damage the top global business risk for companies in Asia-Pacific.

Keywords

Reputation, human capital, trust, accountability

Discipline

Business and Corporate Communications | Business Law, Public Responsibility, and Ethics

Research Areas

Corporate Communication

Publication

Human capital leadership insights: Solving human capital challenges from the business perspective

First Page

209

Last Page

214

ISBN

9789811477157

Publisher

Singapore Management University

City or Country

Singapore

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