ABSTRACT
Corporate reputation is a firm's unique property that has been established and experienced by insiders and evaluated by outsiders over time. This chapter explores Rhee and Valdez's model, 'Repairing Damage to Reputation', for a more holistic understanding of reputation repair processes in the aftermath of a reputation-damaging event. Their model addresses the structural and environmental facets of reputation repair in that it considers the reputation-dimensional, organizational, and inter-organizational contexts as main factors that produce different extents of challenges in reputation repair. The chapter attempts to complement the model by exploring relational and strategic components essential for a reputation repair process. It looks at how various elements in crisis management may impact challenges facing a firm that attempts to repair its damaged reputation. The chapter proposes that the theoretical underpinnings in the existing studies of trust management and crisis management should also serve as critical assets for identifying the underlying mechanisms of reputation repair challenges.
