Organizational Reputation for Customers: Key Insights on Leveraging Reputation in Global Markets

Abstract

Organizational reputation is a strategic asset leading to numerous firm-level benefits. Yet, the translation of favorable reputation into valuable organizational outcomes in global markets depends on whether national (vs. individual) culture is modeled. We provide a framework of customer-based 'organizational reputation' comprising three distinct reputational facets: product & service efficacy, market prominence, and societal ethicality, with organizational character forming a higher-order 'halo effect'. Individual (vs. national) culture plays a significant moderating role in translating reputation into customer-specific outcomes and these insights have implications on how MNEs can form and leverage their reputation in global markets.

Global versus Localized Positioning Strategies in Base of the Pyramid Markets: The Roles of Admiration and Animosity

“…As MNEs seek to ad-dress such sustainable development issues, insight into the psychology of BOP consumer stakeholders may be valuable, particularly regarding electing global versus local positioning. Further, since customer-based organizational reputation can impact valuable outcomes (Agarwal & Osiyevskyy, 2021;Harvey, 2021), insight into BOP consumer psychology would prove crucial to building this strategic asset. Finally, although anti-globalization sentiments have increased in recent years, recent insights indicate that economic deglobalization is not occurring (Grosse, Gamso, & Nelson, 2022).…”