New Corporate Coordinates

The Case of Virtual Reputation

Keywords: Internet, blogs, business crisis, reputation, corporate social responsibility


One of the keys to the intangible value of companies lies in having a good reputation. Reputation is projected in the traditional or physical world but also emerges strongly in the virtual space. In fact, the importance of reputation has led to the creation of tools to quantify and, if necessary, monitor it. There are decisions that can have a significant impact on it, for example, the integration of self-discipline systems that, depending on the circumstances in each case, may lead to a substantial improvement in virtual reputation. However, these systems can also have a negative impact on it, undermining the levels initially achieved.


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How to Cite
Vargas Portillo, P. (2021). New Corporate Coordinates: The Case of Virtual Reputation. Harvard Deusto Business Research, 10(1), 238-247.