Chapter 4: Building and Managing Reputation: Current Debates and Future Directions

Abstract

This chapter takes up the subject of reputation and its strategic importance for organizations. We provide an overview of generally accepted definitions of reputation and recognize the complexity of reputation by introducing a discussion on why managing reputation is a wicked problem and how organizations can best "solve" it by building awareness of reputation into organizational DNA. The chapter offers insight into a number of areas where future research might better assist all organizations in realizing the potential of their reputation.