Corporate Reputation

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Definition: Corporate Reputation

Corporate Reputations are the perceptions of the internal and external stakeholders of the organization, and how the company would be able to deliver the goals and objectives based on their past reputation.

This concepts enables the customers, investors etc to understand and forecast how a company would perform based on the historical performance.

The corporate reputation quotient of Harris-Fomburn is a comprehensive measurement of corporate reputation that was specifically created to capture the perceptions of corporate stakeholder groups such as shareholders, investors, customers, creditors, etc. This instrument enables research on the drivers of company’s reputation. It also helps in a comparison of reputation both within and across industries.

The following are the 6 drivers:

  • Emotional Appeal
  • Products and Services
  • Vision and Leadership
  • Workplace Environment
  • Financial Performance
  • Social Responsibility


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