期刊名称：Insurance and Finance / International Association for the Study of Insurance Economics
出版年度：2006
卷号：2
页码：7-7
出版社：Geneva : International Association for the Study of Insurance Economics
摘要：The purchasing decisions of consumers are increasingly driven by non-monetary factors. This is
particularly the case in industries which are characterised by information asymmetries and afflicted by
mounting volatility. The recent experiences of the insurance industry may provide some useful lessons
on the importance of reputation management.
'Reputation' is an amorphous concept and difficult to fully grasp. Many have wrestled with semantics in
attempting to define it. We simply view reputation here as being the entirety of relevant and enduring
perceptions, opinions and expectations of a company from the view of its key stakeholders, that is
customers, investors, and employees. There is a broad consensus that the commercial value of
reputation cannot be underestimated, even if it is an asset not readily quantifiable on the balance sheet.
