Reputation as an Intangible Asset

Abstract

The topic of corporate reputation is facing growing attention among scholars and practitioners, during the last 20 years. Emerged as a blurry new paradigm with roots from the fields of economics, strategy, marketing, organization science, sociology, nowadays reputation is taking shape as an independent multidisciplinary construct, with considerable impact on corporate strategy and behavior. This article aims to review the nature of reputation as an economic asset that gains competitive advantage for the organization. Reputation creates value and the organizations are competing on reputational market, in addition to the classical challenges as capital, products, labor market.