On this webinar, Dr Gonzalez-Perez and Ph.D candidate, Juan Velez-Ocampo, will utilise their findings in their research and expand their findings in ‘Reputational challenges of young firms from emerging markets’. This webinar will further discuss how firms develop reputation and share some empirical evidence on how a set of emerging market firms handle their reputation liabilities .
Young firms from emerging markets usually face reputational challenges associated with their lack of experience, underdevelop 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 new businesses and gaining experience. Camouflaging their newness condition, borrowing reputation from legitimate external players, building reputation by endowment, and signaling for character and capability are some of the strategies that young firms from emerging markets use to build a positive reputation.