Publication Date



{Excerpt} Newly minted approaches to corporate reputation are already obsolete. Beyond gaining control of issues, crises, and corporate social responsibility, organizations need to reconceptualize and manage reputation in knowledge-based economies.

Reputation is not about likability: it is the aggregate estimation in which a person or entity is held by individuals and the public against a criterion, based on past actions and perceptual representation of future prospects, when compared to other persons or entities. Since we cannot develop a personal relationship with every entity in the world, the regard in which a party is held is a proxy indicator of predictability and the likelihood the party will meet expectations, a useful earmark that facilitates sense and decision making against alternatives.

Every day, through what amounts to a distributed means of social control, we assess and judge with effect the competence of individuals and organizations to fulfill expectations based on such social evaluation.


Suggested Citation

Serrat, O. (2010). Managing corporate reputation. Washington, DC: Asian Development Bank.

Required Publisher's Statement

This article was first published by the Asian Development Bank (