Monographie
Reputation Transfer to Enter New B-To-B Markets: Measuring and Modelling Approaches
Details zur Publikation
Autor(inn)en: | Falkenreck, C. |
Verlag: | Physica-Verlag |
Verlagsort / Veröffentlichungsort: | Heidelberg |
Publikationsjahr: | 2009 |
Zusammenfassung, Abstract
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.
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.
