Defining and Managing Reputational Capital in Global Markets

Abstract

This study proposes a contingency view of reputational capital (RC), highlighting the importance of global stakeholders and publics in world markets. Based on a review of the literature, we present and discuss two new managerial frameworks. These will help global company managers to plan for more effective strategic RC management. Our overall conclusion is that CEOs of global companies need to envision the synthesis of numerous fields of activity within their companies, if they are to achieve the ambitious types and levels of integration that are desirable for effective RC management.