Reputation: A Sociological View

Abstract

In this chapter, the author explains how human beings have a need for recognition. As the author clarifies, reputation is one kind of esteem that is acquired and conferred for a limited time, for a specific quality or achievement, and has public validity. Individuals as well as organizations can influence their reputation only in very limited ways as the formation of reputation involves a range of actors some of whom strive to damage the reputations of others. Profit-seeking organizations cannot function in a purely market-driven way but must take moral relations into consideration if they want to safeguard their legitimacy. Companies that want to be recognized for moral excellence and to build a corporate identity with a pronounced moral profile are exposed to especially high levels of risk because they easily inspire mistrust. With this observation, the author challenges reputation managers: Someone who wants to stand out in a positive way runs the risk of being more thoroughly scrutinized and examined whereas someone who does not stand out has a good chance of remaining unnoticed and shielding himself against harm to his reputation.