IS and Organization for Online Corporate Reputation Management

According to the Resource Based View, corporate reputation is seen as a core resource and a major factor\r\nin gaining competitive advantage. Thanks to the development of Web-based technologies, stakeholders can\r\neasily spread their own perspective about an organization, its products, services, brands, members, and so\r\nforth, affecting its corporate reputation. This work examines the Web side of corporate reputation conceptualized\r\nas ‘online corporate reputation’ and the exploitation of IT (Online Reputation Management Systems)\r\nto support the related management practices. Based on the experience developed by an Italian leading eservice\r\nprovider, the authors highlight a promising field of practice and research from IS management and\r\norganizational perspectives.