Introduction

Reputation has become a strategic asset for organizations. Businesses with a good reputation are able to differentiate themselves and thus lure investments and retain customers and employees, and at the same time achieve higher levels of satisfaction and loyalty towards their products and brands.

Currently, corporate reputation is one of the two most popular non-financial indicators in the business world, including both private and public organizations.[1] This book presents an in-depth analysis of the psychosocial phenomenon of corporate reputation.

We invite the reader to join us on the adventurous path towards a good reputation. Here, adventure should be understood in the broader sense of the word –– our journey has quite a ...

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