Original Research

Director’s perspectives on the meaning and dimensions of corporate reputation

C. Reddiar, N. Kleyn, R. Abratt
South African Journal of Business Management | Vol 43, No 3 | a472 | DOI: https://doi.org/10.4102/sajbm.v43i3.472 | © 2018 C. Reddiar, N. Kleyn, R. Abratt | This work is licensed under CC Attribution 4.0
Submitted: 09 October 2018 | Published: 30 September 2012

About the author(s)

C. Reddiar, Gordon Institute of Business Science, University of Pretoria, South Africa
N. Kleyn, Gordon Institute of Business Science, University of Pretoria, South Africa
R. Abratt, University of the Witwatersrand, South Africa; and Nova Southeastern University, United States

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Abstract

The purpose of this research is to explore the perspectives of directors to determine how they define, perceive, value, build and manage corporate reputation. A qualitative research design was employed. In order to gauge director’s perspectives, 12 semi-structured, in-depth interviews were conducted with the directors of a multi-national company based in South Africa. The company operates in a highly regulated and competitive industry. The findings demonstrate that corporate reputation is indeed acknowledged as a key, intangible asset. Whilst the directors did not possess clear insight into building and managing corporate reputation, several key themes emerged. We report on their perceptions of the definitions, key dimensions and value ascribed to corporate reputation. By demonstrating the value that is associated with corporate reputation and by ascertaining that directors are indeed the appropriate custodians of corporate reputation, there will be better acceptance in introducing corporate reputation as a board room agenda item, that is well understood and implemented.

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Crossref Citations

1. E-réputation et réputation : similitudes et différences. Une analyse comparative conceptuelle
Philippe Boistel, Dimitri Laroutis
RIMHE : Revue Interdisciplinaire Management, Homme & Entreprise  vol: n° 36, vol. 8  issue: 3  first page: 104  year: 2019  
doi: 10.3917/rimhe.036.0104