Abstract
This paper explores the concept of reputational information in relation to decision makers' choice of inter-organizational partners. Reputational information is compared to other sources of information and a set of propositions is developed linking aspects of relationship formation and development with the use of reputational information. The propositions are further examined through a case study of a large Danish Telecommunications company's use of reputational information when evaluating advertising agencies.
Original language | English |
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Journal | Corporate Reputation Review |
Volume | 2 |
Issue number | 3 |
Pages (from-to) | 215-230 |
Number of pages | 16 |
ISSN | 1363-3589 |
DOIs | |
Publication status | Published - 1 Jul 1999 |
Keywords
- advertising
- brand
- communications
- corporate branding
- e-communication
- identity
- image
- intangibles
- philanthropy
- positioning
- reputation
- stakeholder