A company’s reputation is the most important intangible asset that it can own and is an important differentiation criterion in international markets (e.g., Abimbola and Vallaster 2007; Hall 1993). Currently, MNCs are increasingly managing and using their CR to maximize their return on investments abroad. For example, Procter & Gamble uses consumer evaluations of its brand to manage its CR across nations (Lafley 2009) and the H.J. Heinz Company relies on its CR strength when entering new markets (Johnson 2011).
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