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Author(s): |
Jing Dong, School of Management, Huazhong University of Science and Technology, Wuhan, China, 430074
Xiaohua Dong, Wuhan Changjiang Rongda Electronics Co. Ltd , Wuhan, China, 430073
Jingyun Li, Wuhan Iron and Steel (Group) Corporation, Wuhan, China, 430083 |
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Abstract: |
As a sort of important intangible assets, corporation reputation is a main source of competitive advantages. But in reality, on the one hand, building an organization’s reputation is a formidable job, on the other hand, reputation damaging and reputation repairing are complete normal activities as well. Based on the prior research, this article begins with the definition of the concept of corporation reputation. Then through reviewing the literatures and elucidating some typical cases, it indicates the primary reasons of reputation damage. Furthermore it puts forward the strategies relative to those problems triggered by them.
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