Corporate Reputations: Should You Compete on Yours?
为企业管理者提供了一个框架，帮助他们创建更好的企业声誉，并决定是否将其作为竞争的主要基础，同时揭示了以声誉竞争的主要成本。
While all companies would like a better corporate reputation, many are not sure what it takes to create a good reputation and others are not sure that they should use their good reputation to compete in their various markets. Mimicking the behavior of respected companies does not provide a reliable resolution to these dilemmas. This article presents a framework to help managers create a better corporate reputation for their organization and assist them in deciding whether to use this as a primary basis for competition. The article also exposes some of the main costs for an organization that decides to compete on its corporate reputation.