Includes bibliographical references (p. [199]-217) and index.
Contents:
Introduction : The economics of character and credibility -- What is reputational capital? : Switching paradigms; Getting a handle on reputational capital; A fresh economic concept with strategic significance; How to gauge reputational capital; Integrity and fair play: wellsprings of reputation; Tallying up reputational effects; Becoming a zeta firm: a company of character -- How to build and sustain reputational capital : Generating reputational capital; Forging reputation from inside; Outside-in strategies; Harnessing your firm's reputational strengths; Strategies for building reputation across cultures; Reputation rescue -- Conclusion.
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