Definition of Research Problem

  • Christine Falkenreck
Part of the Contributions to Management Science book series (MANAGEMENT SC.)

In today’s world, where ideas are increasingly displacing the physical in the production of economic value, competition for reputation becomes a significant driving force, propelling our economy forward. (Alan Greenspan 1999).

This quotation of Alan Greenspan (1999) summarizes the importance today of corporate reputation (CR). This work is about creating global corporate reputations – using reputation transfer to enter new markets more easily – and focuses on special impact factors on both reputation and reputation transfer in the B-to-B context.


Researchers recognize organizational reputation as a valuable intangible asset that contributes to organizational performance. However, limited attention has been paid to the extent to which CR encompasses different stakeholders’ perceptions that may have differential effects on the positive economic outcomes associated with the possession of a favorable reputation (Rindova et al. 2005). Thus, CR has been the focus of much...


Impact Factor Relationship Quality Stakeholder Group National Culture Corporate Reputation 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer-Verlag Berlin Heidelberg 2010

Authors and Affiliations

  1. 1.Head of International Marketing ResearchUniversity of KasselKasselGermany

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