For many firms, the most precious asset lies not on the balance sheet, nor in the human capital of the workforce, but rather in its reputation. For instance, IBM's reputation for being an enterprise-friendly and efficient solutions provider has enabled it to beat rivals for business over many years. McDonald's reputation for being a family-friendly and economical place to eat has sustained its market share in the face of fierce competition from other chains.
ASJC Scopus subject areas
- Strategy and Management