2.1 What roles does corporate reputation play within organizational performance and social responsibility? Develop a list of factors or characteristics that different stakeholders may use in assessing corporate reputation. Are these factors consistent across stakeholders? Why and why not?
Corporate reputation affects the way in which various stakeholders behave towards an organization, influencing, for example, employee retention, customer satisfaction and customer loyalty. Not surprisingly, CEOs see corporate reputation as a valuable intangible asset. (Institute of Directors, 1999).
Therefore it’s right to say the introduction of CSR has changed the way decision are made as it takes into account how both stakeholders and shareholder s are affected, no longer are the bottom line profits the main focus but instead the impact of the decision to the external world are of major significance.
A difficult question is for each company is how to operationalize this concept within its organisation. The introduction of corporate social responsibility (CSR) has given stakeholders leverage in decision-making, and as
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