The Impact of Corporate Strategy on a Firm's Reputation

被引：21

作者：

Williams, Robert ^{[1
]}

Schnake, Mel ^{[1
]}

Fredenberger, William ^{[1
]}

机构：

[1] Valdosta State Univ, Langdale Coll Business, Dept Management, Valdosta, GA 31698 USA

来源：

CORPORATE REPUTATION REVIEW | 2005年 / 8卷 / 03期

关键词：

diversification; firm's reputation; firm's strategy;

D O I：

10.1057/palgrave.crr.1540249

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study examined 178 Fortune 500 firms as to the link between their corporate strategies and their reputation scores. The results suggest that while related diversified firms experienced higher performance levels, on average, than single business firms, the related diversifiers also had lower reputation scores than single business firms. Further, unrelated diversified firms experienced lower reputation scores than related diversifiers, although the mean difference between the two strategies was not statistically significant. The results suggest that firms considering a change in strategy might also anticipate a change in their overall reputations. Some possible implications of the link between a firm's strategy and reputation are discussed.

引用

页码：187 / 197

页数：11

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