La misurazione multilivello e multistakeholder della corporate reputation

A Multi-level and Multi-stakeholder Approach for Measuring Corporate Reputation. A Case Study Survey of Italian Local SMEs in the tourism sector. The issue of corporate reputation for a firm’s success is widely accepted as strategic intangible asset capable of generating returns and competitive advantage. In the context of this conceptual framework, the paper examines the process of measuring corporate reputation from a multistakeholder perspective. Starting from the Reputation Quotient of Fombrum, this study intends to devise a multilevel reputation measurement model, improving RQ by considering additional indicators, weighed in accordance with the importance of some groups of stakeholders. For its validation, the new model has been submitted to a sample of local SMEs in the tourism sector, in order to define a more effective process