Overview

Abstract

The articles in this part of the book lay the foundation for understanding, analyzing, and managing corporate reputation. Liehr-Gobbers and Storck introduce this chapter by focusing on the concept of corporate reputation. They describe the shift from shareholder to stakeholder value as well as the added value of reputation resilience using the Vioxx case of Merck & Co. as an example and refer to the importance of taking the different reputation aspects into account before stakeholder perceptions can be managed.