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2018 | Book

Introduction Read chapter Read first chapter

The Corporate Reputation of Multinational Corporations

An Analysis of Consumers’ Perceptions of Corporate Reputation and its Effects Across Nations

Author: Cathrin Huber

Publisher: Springer Fachmedien Wiesbaden

Book Series : Reihe Handel und Internationales Marketing / Series Retailing and International Marketing

Part of: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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About this book

Cathrin Huber investigates the reputation of multinational corporations and provides novel insights and important implications for researchers and managers based on theoretical considerations and empirical analyses. She shows that country-specific factors like cultural or political factors, but also institutional differences between countries as well as firm-specific resources in a country influence the corporate reputation-consumer behavior relationship. Additionally, an overview of the main cultural approaches and how they influence consumers’ corporate reputation perceptions is given.

Table of Contents

Frontmatter
Introduction
Abstract
The most important intangible resource that a company can own is its reputation, which is an important differentiation criterion in competitive and international markets (Abimbola and Vallaster 2007; Hall 1993). Companies such as the H.J. Heinz Company actively use their strong reputations to attract customers when entering new markets, and companies such as Procter & Gamble regularly evaluate how the public perceives them in order to gain insights into customers’ thinking (Johnson 2011; Lafley 2009).
Cathrin Huber
Study 1: Corporate Reputation Effects across Nations: The Moderating Role of Institutional Country Differences
Abstract
Perceived corporate reputation, consumers’ overall evaluation of a firm’s responsibility, strength, or quality of offers (Berens et al. 2005; Walsh and Beatty 2007), is known to affect firms’ performance and consumers’ behavior. MNCs increasingly seek to manage their CR across nations because a strong reputation is of paramount importance (e.g., when attracting local customers, establishing businesses with partners, or recruiting employees). For example, after struggling with a crisis of confidence, Procter & Gamble relied on its renewed CR to attract stakeholders and considered its reputation effects across nations by evaluating consumers’ loyalty (Lafley 2009).
Cathrin Huber
Study 2: Institutional Country Distances and Firmspecific Resources as Moderators of Corporate Reputation Effects
Abstract
Multinational corporations (MNCs) increasingly seek to manage their corporate reputation (CR) internationally because a strong reputation is of paramount importance in local competition abroad (e.g., for attracting employees, customers, or NGOs). For example, Procter & Gamble manages its CR across nations by evaluating consumers’ responses (Lafley 2009), whereas the H.J. Heinz Company considers its CR strength when deciding to rely on its CR or making acquisitions in new countries (Johnson 2011).
Cathrin Huber
Study 3: Corporate Reputation Perceptions Across Nations: The Role of National Culture
Abstract
Culture is one of the most observed context variables in international marketing, and MNCs are highly aware of the importance of countries’ cultural differences (e.g., even using them as a source of innovation, such as Nissan; Emerson 2001). National culture is, in general, a common set of values that describes a society as a whole and that is expressed within a nation through similar perceptions and behaviors (de Mooij 2013; Sivakumar and Nakata 2001). However, cultural value approaches, e.g., those of Hofstede (1980), Schwartz (1994), the GLOBE study (House et al. 2004) or Inglehart (1997), propose different conceptualizations of national cultural.
Cathrin Huber
Final Remarks
Abstract
A company’s reputation is the most important intangible asset that it can own and is an important differentiation criterion in international markets (e.g., Abimbola and Vallaster 2007; Hall 1993). Currently, MNCs are increasingly managing and using their CR to maximize their return on investments abroad. For example, Procter & Gamble uses consumer evaluations of its brand to manage its CR across nations (Lafley 2009) and the H.J. Heinz Company relies on its CR strength when entering new markets (Johnson 2011).
Cathrin Huber
Backmatter
Metadata
Title
The Corporate Reputation of Multinational Corporations
Author
Cathrin Huber
Copyright Year
2018
Electronic ISBN
978-3-658-19764-3
Print ISBN
978-3-658-19763-6
DOI
https://doi.org/10.1007/978-3-658-19764-3