TY - JOUR
T1 - CSR as reputation insurance
T2 - Primum non nocere
AU - Minor, Dylan
AU - Morgan, John
PY - 2011/3
Y1 - 2011/3
N2 - 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.
AB - 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.
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U2 - 10.1525/cmr.2011.53.3.40
DO - 10.1525/cmr.2011.53.3.40
M3 - Article
AN - SCOPUS:80054015292
SN - 0008-1256
VL - 53
SP - 40
EP - 59
JO - California Management Review
JF - California Management Review
IS - 3
ER -