17Corporate Reputation Analysis

Short Description

Corporate reputation analysis (CRA) identifies a firm's or industry's perceptual image among key stakeholders based on a given set of factors. The CRA process sets out to give strategic managers a solid understanding of the firm's current image with their stakeholders to enable it to improve its relations with them in the future, ultimately increasing the firm's performance. The results of CRA provide a solid foundation to plan effective reputation management.


In 1983, Fortune Magazine published their first edition, featuring its list of America's Most Admired Companies. In many regards, this was the first real introduction of CRA to the general public.

Since then, many variations and ...

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