IS and Organization for Online Corporate Reputation Management

According to the Resource Based View, corporate reputation is seen as a core resource and a major factor in gaining competitive advantage. Thanks to the development of Web-based technologies, stakeholders can easily spread their own perspective about an organization, its products, services, brands, members, and so forth, affecting its corporate reputation. This work examines the Web side of corporate reputation conceptualized as ‘online corporate reputation’ and the exploitation of IT (Online Reputation Management Systems) to support the related management practices. Based on the experience developed by an Italian leading eservice provider, the authors highlight a promising field of practice and research from IS management and organizational perspectives.