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DISPERSED REPUTATION - A VALUABLE BENEFIT FOR FIRMS? AN EMPIRICAL STUDY OF GERMAN DAX 30 COMPANIES
Johanna E. Eberhardt 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
Corporate reputation is a central source of strategic competitive advantage. So far, studies regarding this topic have solely focused on the measure’s level, disregarding heterogeneity in the ratings among constituents. This study reveals that dispersion of reputation judgments is another crucial information which has the power to drive firm value.