Corporate Reputation: Multidisciplinary Richness and Search for a Relevant Definition

Abstract

Corporate reputation management is a hot topic both in academic and business world. Rising sophistication of stakeholders and environment, sharp competition, growing demand for corporate transparency and social responsibility determined increase in caring about corporate reputation with new challenge of 21st century: not just caring intuitively of it, but managing it – an issue that was considered for a long time to be unmeasurable and unmanageable – systematically and purposefully.