Reputation Transfer to Enter New B-to-B Markets Measuring and Modelling Approaches /

• Main Author: Falkenreck, Christine (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Heidelberg : Physica-Verlag HD, 2010.
• Series: Contributions to Management Science,
• Subjects: Business.; Marketing.; E-commerce.; Business and Management.; e-Commerce/e-business.
• Physical Description: XXII, 229 p. 43 illus., 3 illus. in color. online resource.
• ISBN: 9783790823578
• ISSN: 1431-1941

This book focuses on the development and cross-cultural testing of a construct of reputation rooted in resource-based theories. No study has ever asked organizational customers to rate the importance of a supplier’s positive reputation on their buying decision. The results of the survey contribute substantially to our understanding of reputation measuring and managing. This book is the first to highlight the cross-link between reputation, reputation transfer and culture, and argues that to develop one cross-culturally valid construct of reputation, which can be used in both B-to-B and B-to-C contexts is neither useful nor appropriate.