Abstract
Liehr 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 reputational aspects into account before stakeholder perceptions can be managed.
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Liehr-Gobbers, K., & Storck, C. (2011). How to Approach Reputation. In Management for Professionals (Vol. Part F381, pp. 27–30). Springer Nature. https://doi.org/10.1007/978-3-642-19266-1_4
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