Corporate Reputation and its importance for business success

Master's Thesis from the year 2002 in the subject Leadership and Human Resources - Miscellaneous, grade: B (2.0), Oxford Brookes University (Business School), course: MBA, language: English, abstract: Ignored for a long time, intangible assets are now gaining increased attention. In the last decade, especially in the United States, company managers recognized that intangible assets may provide companies with a more stable basis for competitive advantage than patents and technologies. Hence,...