Building Reputat ...
2010
Boston College Center for Corporate Citizenship

Building Reputation Here, There and Everywhere

Research shows that the public says that CSR is important to trust and reputation. This study asks: Do people make this link when they think about a specific company? Is it a stronger or weaker link when compared to, say, their views of the financial performance or leadership of a firm? Is the link between CSR and a company’s reputation pretty much the same in countries around the world or are their key variations? This report aims to answer these questions through an in-depth analysis of global reputation data on the largest companies in more than 25 countries around the world. In addition, the authors provide a model and guidelines for practitioners on how to use CSR to improve reputation in a global arena.