Corporate Reputation Analysis

In business, a reputation comprises the actions of a company and its internal stakeholders along with the perception of consumers about the business. All companies have a reputation, whether good or bad. Corporate reputations include many factors outside of the company's goods and services.

Importance

According to market research conducted by Burson-Marsteller, "Executives around the world believe it takes companies slightly more than three years (3.2 years) to recover from a crisis that damages their reputation." Three years can seem like an eternity when trying to make a profit and earn returns for shareholders.

Expert Insight

The "Corporate Reputation Review" issues a report regarding several different companies and their corporate reputation. This international journal includes both quantitative and qualitative analysis when reviewing companies. This provides information for a variety of individuals making decisions about companies.

Considerations

Reputation analysis can be somewhat difficult because issues one individual finds acceptable may not be acceptable to others. For example, reporting information on a company's "green" practices may influence special interest groups but not consumers, who may not care about the environment when purchasing goods.

References

• All Business: Corporate Reputation Takes Years to Recover
• Palgrave-Macmillan: About the Journal