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.
Maria Alejandra Gonzalez-Perez is a Full Professor of Management at Universidad EAFIT, Colombia. She was the Vice-President of Administration at the Academy of International Business (AIB) (2015-2018) and the current regional chapter chair for Latin America and the Caribbean (AIB-LAT) (2018-2021). She is Area Editor of the Cross-Cultural and Strategic Management (CCSM) Journal; Associate Editor of Transnational Corporations; and Editor-in-Chief of the business journal AD-minister.
Dr. Gonzalez-Perez has published 15 books, over 50 academic peer-reviewed papers and several book chapters in the areas of internationalization, sustainability, corporate social responsibility, and international migration.
Juan Velez-Ocampo is a PhD candidate Universidad EAFIT, and Assistant Professor Universidad de Antioquia. His research and teaching interests include the impact of globalization in emerging economies, international expansion and performance of multinational enterprises from emerging economies, the interlinks between internationalization and corporate reputation, and the institutional based-view of strategy.
He has authored 10+ journal articles and presented his research in 20+ international academic conferences.
