According to the Resource-Based View, the Corporate Reputation (CR) 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 online CR. This work focuses on “online corporate reputation” and the exploitation of IT (Online Reputation Management Systems) to support the related management practices. Taking a pragmatic approach, the authors develop a case-study based on the experience developed by an Italian leading e-service provider.
Dossena, C., Francesconi, A., Web Reputation Management Systems as strategic tools, in D'Atri, A. (ed.), Management of theInterconnected World, Springer, New York 2010: 267- 274. 10.1007/978-3-7908-2404-9_31 [http://hdl.handle.net/10807/67049]
Web Reputation Management Systems as strategic tools
Dossena, Claudia;
2010
Abstract
According to the Resource-Based View, the Corporate Reputation (CR) 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 online CR. This work focuses on “online corporate reputation” and the exploitation of IT (Online Reputation Management Systems) to support the related management practices. Taking a pragmatic approach, the authors develop a case-study based on the experience developed by an Italian leading e-service provider.
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