| Author: | Preston, L. E. |
| Title: | Reputation as a source of corporate social capital |
| Journal: | Journal of General Management
2004 : WINTER, VOL. 30:2, p. 43-49 |
| Index terms: | capital reputation |
| Freeterms: | social capital |
| Language: | eng |
| Abstract: | This paper discusses the key features of the concept of corporate social capital as it has been developed in the recent literature. It is suggested that corporate reputation is an important form and source of such capital. Recent reputation literature regards reputation either as a characteristic of the firm entirely different from its other features and resources, or as a composite index applying to all of them. The authors argue that reputation is a form of capital in itself, created by investment and innovation, and - like other forms of capital - subject to risk, depreciation and obsolescence. |
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