“…Out of such actions and as a result of these practices, a need arose for a positive portrayal of major business, and by proxy SMEs also, being able to identify and be associated with positive outcomes of their business and as a direct result, better profits. It has been recognized that in adopting such a pathway it could have positive financial benefits and also create a new income stream based on and around the benefits they offer to both national and local communities (Blanchard, ). Reputation management which also has some of the SV DNA within its lineage, makes the claim that a business's performance is affected through, and by its own actions and those it is associated with to a greater or lesser extent governed by the level of association (Barnett, Jermier, & Lafferty, ).…”