The external shareholders’ impressions regarding corporate reputation in educational organizations
Academic Leadership - Online Journal,
Vol. 6 No. 1 (2005): Vol-6-Issue-1-January-2005
Reputation of a man is built, improves and even gets damaged in society. Reputation of organizations
also improves and gets damaged in society. Corporate reputation takes a long time to gain, but it
could be lost in a short time. Building, improving and protecting reputation is different from one another.
Each one of these topics requires different ability and strategy.
The word reputation was defined by researchers at different forms. Some of them could be defined as
follows: Reputation as the regard, favourable or not, is shown for a person or thing by the public,
community (Marconi 2001, 20). Reputation is perception of public and it is a valuable yet costly asset
and it takes both financial investments and time to develop (Green 1996, 21; Kotha et al 2001, 573).
Reputation of a man is like is shadow, gigantic when it precedes him and pygmy in its proportions
when it follows. (Marconi 2001, 19). A good reputation is so important to the success of an organization
that it deserves the same attention given physical, financial and intellectual assets. A good reputation is
a great competitive advantage. Reputation will influence an organization’s ability to attract customers
and employees and to get the support of other stakeholders