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Corporate Reputation by Ana Carreras, Enrique Carreras, Ángel Alloza

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Foreword

“You cannot open a book without learning something.”

—Confucius

Opening a new book is always a joy: there’s the anticipation created by the book’s title, the expectation of benefiting from its authors’ experiences, the very real possibility of being challenged by new ideas, and the learning it will create.

And so it is with this book whose title Corporate Reputation compels me from the start. After all, I am pretty sure that my own 1996 book on that topic must have inspired and influenced it! Hard as it is to believe, it’s been 18 years since my own book was written and helped to launch a concerted effort to understand and stimulate research and analysis of corporate reputations. I had set out to examine the academic underpinnings ...

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