In times of global changes and turbulence like ours, more than anything, firms need some pillars of stability. By this paper we would like to develop a comprehensive and adaptive managerial approach of corporate reput...In times of global changes and turbulence like ours, more than anything, firms need some pillars of stability. By this paper we would like to develop a comprehensive and adaptive managerial approach of corporate reputation. This is based on the premise that intangible assets （in general） and corporate reputation （in particular） are more and more recognized and managed as sources of （unique） sustainable competitive advantages and as core determinants of firm competitiveness, which are relatively hard to build and very easy to loose.展开更多
文摘In times of global changes and turbulence like ours, more than anything, firms need some pillars of stability. By this paper we would like to develop a comprehensive and adaptive managerial approach of corporate reputation. This is based on the premise that intangible assets （in general） and corporate reputation （in particular） are more and more recognized and managed as sources of （unique） sustainable competitive advantages and as core determinants of firm competitiveness, which are relatively hard to build and very easy to loose.
