Corporate reputation in the People’s Republic of China: A B2B perspective

How B2B firms in the People's Republic of China PRC] view, value and manage their corporate reputation has received little research attention. Drawing on multiple case studies, our findings confirm that firms are utilizing certain Western conceptualizations of corporate reputation, including the leveraging of intangible forms of corporate reputation. However, many of the firms were also using the hitherto underemphasized elements of firm-government relationships and government regulatory policies to create positive assessments of a firm's reputation among key stakeholders. Notwithstanding our findings that corporate reputation is valued as a means of gaining competitive advantage and dispelling perceptions that Chinese products/services are low-cost and low-quality, concern remains that building reputation capital among stakeholders may result in a loss of price competitiveness. Finally, unlike the framework proposed by Barnett, Jermier, and Lafferty (2006), our results suggest that B2B firms in China do not impose clear boundaries between reputation and ‘corporate reputation capital’. Nor does there appear to be an emphasis on disaggregating the constructs of identify and image from that of reputation.