Corporate Reputation: The Wasted Asset

Abstract

Argues that reputation is a critical consideration in any business decision. The value of an organization′s reputation is probably recognized until something goes wrong, as has been seen in the case of Group 4. British Airways customers often base their decisions on their perceptions of a company′s reputation. Good reputation is built through customer service and a customer′s experience.

Citation

Fearnley, M. (1993), "Corporate Reputation: The Wasted Asset", Marketing Intelligence & Planning, Vol. 11 No. 11, pp. 4-8. https://doi.org/10.1108/EUM0000000001127