This last section brings together some ideas discussed throughout the text, thus offering a panorama of the existing reputation measurement tools, management models and possibilities for future development.

Most of the researchers and managers quoted and reviewed in this book view reputation as “an opinion of stakeholders about corporate behaviour that leads these stakeholders to value-generating behaviours towards this organization”.

This way of understanding reputation raises eight fundamental questions that we tried to address in this book:

1. What is an adequate approach to measuring and managing reputation? Experts debate whether stakeholders’ opinions should be viewed as a set of perceptions, impressions, associations, images, ...

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