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Recognition or rejection – How a company’s reputation influences stakeholder behaviour

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Reputation Capital

Abstract

Even in times of financial crisis a large percentage of a company’s market value is determined by intangible assets, among which corporate reputation is frequently quoted as the most important one. While some research has been done lately on the correlation between reputation and customer behaviour, we focus on the effects of a good reputation on financial performance and on the willingness to apply it surveyed in the recruiting market. The main findings cover the facts that reputation leaders substantially outperform the corresponding stock market index at lower risk and that there is a high correlation between reputation and willingness to apply as well as salary demand.

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Author information

Authors and Affiliations

  1. Institute for Market-based Management (IMM), Ludwig-Maximilians-University of Munich (LMU), Munich, Germany

    Manfred Schwaiger, Sascha Raithel & Matthias Schloderer

Authors
  1. Manfred Schwaiger
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  2. Sascha Raithel
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  3. Matthias Schloderer
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Editor information

Editors and Affiliations

  1. Pleon GmbH, Bahnstr. 2, Düsseldorf, 40212, Germany

    Joachim Klewes

  2. Pleon GmbH, Theresienhöhe 12, München, 80339, Germany

    Robert Wreschniok

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Schwaiger, M., Raithel, S., Schloderer, M. (2009). Recognition or rejection – How a company’s reputation influences stakeholder behaviour. In: Klewes, J., Wreschniok, R. (eds) Reputation Capital. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-01630-1_4

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