2018 | OriginalPaper | Buchkapitel
Study 2: Institutional Country Distances and Firmspecific Resources as Moderators of Corporate Reputation Effects
verfasst von : Cathrin Huber
Erschienen in: The Corporate Reputation of Multinational Corporations
Verlag: Springer Fachmedien Wiesbaden
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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).