Reputation is a strategic asset for companies. Businesses with a goodreputation are able to differentiate themselves, thus attractinginvestments and retaining customers and employees. At the same time,stakeholders of such companiesdemonstrate higher levels of satisfaction and loyalty towards thecompaniesÆ products and brands.Currently, corporate reputation is one of the two most popularnon-financial indicators used by organisations, both in the public and private sectors. This book is an in-depth investigation of thepsychosocial nature of corporate reputation. We welcome the reader tojoin the adventurous path towards a good reputation. Here, adventureshould be understood in the broad sense of the word - our journey hasquite a few surprises in store for us. Appearance of reputation as a concept brought about promises andhopes, it was viewed as a solution capable of reconciling theinterests of different stakeholders, making the whole organizationstronger. However, the giant turned out to have the feet of clay,lacking sufficient theoretical and methodological foundation. However, when we step on the terra incognita of corporate intangibles, we will understand that the vague idea of reputation is gradually acquiringscientific form via development of measurement tools and models thatlay the foundation for the long sought-for technology of reputationmanagement.
