Reputational challenges of young firms from emerging markets

'Reputational challenges of young firms from emerging markets'

About the whitepaper

Young firms from emerging markets usually face reputational challenges associated with their lack of experience, underdeveloped network, and ‘competitive newness’. 

These firms usually adopt different mechanisms in order to develop a corporate reputation that reduces the uncertainty of stakeholders while easing the concern of new businesses, gaining experience along the way. Camouflaging their newness condition, borrowing reputation from legitimate external players, building reputation by endowment, and signalling for character and capability are some of the strategies that young firms from emerging markets use to build a positive reputation. 


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About the Impact Trailblazers

Dr Maria Alejandra Gonzalez-Perez, Professor of Management at Universidad EAFIT, Colombia
Juan Velez-Ocampo: PhD candidate Universidad EAFIT, Colombia

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