Cravens, Karen; Goad Oliver, Elizabeth; Ramamoorti, Sridhar - In: European Management Journal 21 (2003) 2, pp. 201-212
Perhaps the most critical, strategic, and enduring asset that a corporation possesses is its reputation. Although corporate reputation is undoubtedly a significant and relevant corporate asset, formidable measurement challenges have effectively kept this major intangible asset out of the...